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Joan Treistman's RetailWire Blog
January 7, 2010
BrainTrust Query: Six marketing research wake-up calls in 2009
FROM RETAILWIRE:
According to BrainTrust panelist Joel Rubinson, the marketing research profession got six big wakeup calls in 2009. What wake-up calls do you think the market research community heard? Of the points mentioned in the article, which represents the biggest challenge for marketing research providers?
MY COMMENTARY:
The low value of market research in the C suite is not a new challenge but want that inhibits progress to overcome all the others. Engaging executives in a discussion regarding panel quality, for example, is very unlikely. However, there is a change coming that will make a big difference for all the challenges: CASRO sponsorship of ISO certification for marketing research providers. ISO certification is something that client companies understand as they require similar certifications for their organization. So when executives here the letters I-S-O, they will be alerted to a meaningful distinction. With the onset of ISO certification standards regarding panel quality, use of phone surveys, etc, will be acknowledged and the C suite will "get it." For the present, there are many who consider thousands of interviews as sufficient data points, not realizing that quality of sample can influence the ability to forecast or simply to believe the results. ISO certification will separate those who understand the fundamentals of research from those who abide by cheap and cheerful solutions. The increase of "listening" is an example of looking for an easy way out. While there is much to be said for the application of good listening techniques there are those who see it as a substitute for basic research. Note, that oftentimes listening is comparable to looking in the rearview mirror. It tells you where marketing has been successful or not. Brands and retailers still have to anticipate and plan for the future. Savvy marketing researchers can help them do that effectively. Listening provides insights that must be properly gathered and distilled to contribute profitably. Joel's observations are extremely important in my world of marketing research. But progress in overcoming the challenges requires that marketing participate in funding quality research. Until the difference is understood and importantly until the C Suite cares, not much will change. And here's where I think CASRO's ISO initiative will make the biggest change for the long term, and it begins in 2010. |
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