This is an election statement by David Bakken, candidate for ESOMAR Council 2017-2018.
I began my professional career teaching psychology at a small college in the US but I have spent most of my professional life in the market research industry. I have worked on both the client and supplier sides of our business. Prior to founding Foreseeable Futures Group in 2014, I held senior executive positions at Harris Interactive (now Nielsen) and KJT Group.
I’ve been involved with ESOMAR since 2002. Over that time ESOMAR has become a resilient and robust organization that is the global voice of market research. I was honored beyond imagination to have my 2010 Congress papers, “Riding the Value Shift in Market Research: Only the Paranoid Survive,” chosen to receive the Excellence Award for best paper presented at an ESOMAR conference. I’ve also served on juries for the Research Effectiveness and Excellence Awards. I presented a workshop on the cognitive aspects of survey design (“Think Like a Respondents”) at the Summer Academy in 2013, and I most recently presented a paper at Congress 2015 in Dublin.
Over the past two years I’ve seen just how much the Council contributes to ESOMAR’s success. In that time we’ve made great progress towards the Growth Initiatives we set at the beginning of our term, progress that can be seen in expanding corporate membership, the Young ESOMAR Society, and the revised code of conduct that addresses the challenges facing market research in the digital age. My own personal efforts on this Council have been focused on growing membership through new acquisition, retention of existing members, and recapturing lapsed members.
I have three particular areas of interest that support ESOMAR’s overall mission of encouraging, advancing, and elevating market research throughout the world. These areas are: professional development (especially for younger researchers), increased collaboration with other organizations representing different parts of the research industry, and promoting market research as a vital and relevant activity as the world continues to evolve around us.
It’s been a privilege to represent the Membership over the last two years and I hope to continue contributing to the fulfillment of the Growth Initiatives by returning to council for a second term.
Thanks for your support!
This is an election statement by Pervin Olgun, Ass. Prof, candidate for ESOMAR Council 2017-2018.
Two years ago I was elected as a council member with your great support. All the Council members, except dear Prof. David Smith, are standing again to finish the projects that we started in our two years term with a new vision. In my message below, I would like to mention some of them, mainly related to education, that I was personally involved together with other council members and teams of excellent ESOMAR professionals.
Two years ago, in my mission statement, I pointed out to work on developing strategies for excellence in research.
I believe, to provide and sustain excellence in marketing research mainly depend on two main pillars, the first one is attracting high caliber people and young talents into our industry and the second one, is being part of the great change in this digital era. But the research among young people we conducted revealed that marketing research was less of a focus for them.
In the light of these two facts, to reformulate ESOMAR’s vision and the Code of conduct became necessary. The Council accomplished to prepare a new code of conduct to embrace neighboring industries that we are currently either working together or using their products and services like survey analytics companies or neuroscientists. If the new code goes through the referendum, our digital counterparts will be in ESOMAR Community, which will eventually make marketing research more attractive for young people.
Secondly YES; Young ESOMAR Society, is developed as a new chapter to host under thirties. A film introducing Marketing research is shot to be shown in universities by the professors and industry associations in countries for promoting our industry. The film is online in YouTube and ESOMAR web page. Another development is to activate the job board, open to university students, young people. In this board companies put notices for the trainees or for young researchers as well as young people posting their CVs.
Finally, I represented ESOMAR in the ESOMAR Foundation board together with Pieter Paul who is standing for president. I took part in a training in Kenya on behalf of the Foundation.
Therefore, I am standing for the elections again to see the further developments of those exciting projects and the outcomes in the new term and be part of change.
This is an election statement by Luisa Mercedes Ravelo, candidate for ESOMAR Council 2017-2018.
Winds of change come from the south…
..and this represents a unique opportunity for the global industry of market and public opinion research to steer and record these changes.
Serving as a compass to guide the decisions of our customers, the industry can contribute to steadily upturn the expected growth of emerging countries in the coming years.
My broad vision, working from the south for global companies for over 25 years, and my experience as an ESOMAR representative for 7 years, will complement the work of the next council.
This is an election statement by Marcello Sasso, candidate for ESOMAR Council 2017-2018.
ESOMAR grew a lot in the past years. It moved from just individual memberships to adding corporate membership and lately a major focus on academic membership and the launch of YES, the Young ESOMAR Society. Additionally, the launch of ANA, an advanced tool to archive Market Research related documents, papers, presentations, publications etc. based on the famous Watson supercomputer.
As members we are very proud of the ESOMAR evolution, but I think after many years on improving the offering, it’s time to focus more on members. An association lives on members and they have to be the core of everything. I believe we should create more benefits in addition to the existing ones. For this reason, I created a small program I would like to realize if I get elected.
A more interactive ESOMAR, word to members. My 10 points:
1. Creation of an “ask the expert” e-board, where members can ask/search for help (e.g. what is the privacy law in Nigeria?). Self-promotion forbidden. Also, accessible from the ESOMAR mobile app.
2. In 2014, I invented and proposed the ESOMAR Congress mentor program. Since then it has been a great success. First time attendees are assigned to a mentor (usually a country representative), that helps them to get familiar with the event and with other participants. I would like to expand the program to all global ESOMAR conferences.
3. Increase the networking activities, both offline and online. During conferences it is key to have more networking games and meetings, while the website could also be a valid platform.
4. Allow country representatives to access members’ mailing lists, to stay in touch with the base. Today the representative is a spokesman of ESOMAR to members (representing ESOMAR). However, it should be a two-way communication, where members can also use the representative to interact with ESOMAR. This will lead into a better collaboration, higher participation and elevation of both the association and the industry.
5. Involve the local membership base to propose and organize more local events, focusing on local trends, issues and opportunities alongside with an International view.
6. Creation of partnerships with local Universities where ESOMAR members can hold lectures to favor the education of new talents, as well as facilitating a higher involvement of the academic world into ESOMAR (to increase the number of academic members and future talent members).
7. Launch more global industry specific conferences, e.g. Automotive, Agriculture, Food & Beverage.
8. A paper submission learning centre. A Knowledge base to teach members how to write a paper and communicate what it really takes to be selected. Many members have great stories, but simply do not know how to submit them.
9. Revised rules for paper selection. Candidates must prepare a two-minute summary video to show their presentation skills. Additionally, we must limit the number of submissions per company and further stimulate the participation of more diverse companies and countries.
10. Global arrangements to obtain discounts through conventions. For instance, we all travel a lot. What if we attempt to strike a deal with Skyteam (the airlines alliance) and get a 10% discount code for ESOMAR members? It will be a big saving for all of us, and it can be done with express couriers, service providers, software manufacturers etc.
I hope I interpret also your point of view.
If so, I would like to count on your vote, to represent you and the remaining 5000 members.
Please, remember that it is possible to express a second preference. If you like my program, but you have promised to vote another candidate, you can still select my name as a second choice.
ESOMAR Council Candidate
This is an election statement by Christophe Ovaere, candidate for ESOMAR Council 2017-2018.
More than 2000 years ago Socrates said “The Secret of change is to focus all of your energy, not on fighting the old, but on building the new.” I want to help ESOMAR continue building the new! My background in technology has helped me form a plan of action. The two key focuses of my initiatives are as follows:
Start-up mind-set: a forum for innovation and opportunity
In recent years, ESOMAR has made significant efforts to put young researchers in the spotlight – good examples are #YES and the Young Corporate Award. This is a bid to draw in new talent and ensure fresh thinking has a forum – fantastic steps in the right direction, though we need to go further if we want bolder changes. We should expand our focus to include fresh-faced start-ups, or any person or grouping who present big ideas with passion. They too are a source of innovation that could serve as an important catalyst for growth in our industry. We mustn’t rely too heavily on internal growth and innovation from existing players.
*What I would love to work on…
a) “Research’s Got Talent”: a start-up incubator wherein ESOMAR forms a panel of clients, agencies, and research service providers who evaluate submissions from start-ups. Selected participants would be granted mentorship and guidance from ESOMAR members in order to present their pilot at Congress. Unilever Foundry is a great example – they’re already using this model to source innovation. ESOMAR could be a valuable enabler, matching the pool of creators with potential customers, ensuring their ideas are nurtured, shared, and given the opportunities they deserve.
b) ESOMAR’s ‘Wall of Frame’: presented at each conference, this would be a wall with the contact details of nominated start-ups (above). Attached, iPads play their ‘elevator pitches’. This is a non-intrusive and budget-friendly way of giving these companies exposure to the wider community. The ESOMAR website could play host to this content too.
Stronger together: tech – clients – research
Technology companies should no longer be seen as mere suppliers. They are becoming genuine partners in the client-agency relationship, however, there still remains an ‘us versus them’ feel. Living as mere neighbours is detrimental to both sides – we should actively and wholeheartedly welcome ‘new-age’ providers into our realm, relaying to them our energetic past, teaching them our most effective methodologies, and explaining our core beliefs. We’ve all a lot to learn.
During the Technology workshop at ESOMAR congress, a participant asked, ‘Why do we need to know all this stuff?’ Another was quick to answer: ‘Because we cannot afford not to!’
Whether we like it or not, these conversations are happening. We can chose to look away and be ‘out’, or we can choose to take an interest – and be ‘in’. Only then can we help steer our expertise towards data science and analytics.
I would work with the ESOMAR Council to ensure we can create tailored opportunities for learning and inspiration, from a tech perspective:
- Newsletter tech section – featuring tech updates relevant to the research industry and an annual survey of research agency CTO’s, informing us of challenges, accomplishments, and innovations.
- Tech-in-Research (TIR) group – an association where all developers, data scientists, and CTO’s can interact as a valued and empowered group within our industry (an ‘IN-sider’).
- Tech track at ESOMAR Congress – a mix of workshops (base coding classes, mini hackathons, etc) and presentations (Google on text analytics or Facebook on sentiment analysis), together with a Technology Innovation Prize at Congress as a signal that we want to reward the best use of tech in research.
By bridging the worlds of tech and research through open dialogue, I believe I could bring further strength and greater value to ESOMAR with a discernible impact for all of its members.
I hope you will trust me with your vote for Council Member of ESOMAR.
ESOMAR is delighted to announce the results of the election for the 2017/2018 ESOMAR Council term. Nominations were invited for the two-year term from January 2017 to December 2018, with ten Council vacancies to be filled: President, Vice President and 8 Council Members.
Finally the African Market Research community found its place on the busy agenda of conferences being organised all over the world!
16 and 17 February 2007 are the dates when the African Market Research Association (AMRA) will be officially launched at the AFRICA Forum 2017 to be held in Johannesburg (South Africa).
This first Africa Forum is organized by AMRA and event partners AMISE in Morocco, MSRA in Kenya, NiMRA in Nigeria, SAMRA in Southern Africa, and ESOMAR World Research: it will set the African Agenda for market research (including social research and opinion polling).
It will be a moment of celebration! The programme which has been developed by a group of experts representing the event partners will demonstrate excellence and inspiration throughout the two days of activities.
Four undeniable reasons for joining the Africa Forum
- Be part of History: the Africa Forum will mark the official launch of the African Market Research Association (AMRA). Being there will be of significant importance for marking this historical moment!
- Shape the Future: the launch of AMRA means that you can help shape the agenda for the African Market Research community: a key resource for the industry in Africa and for those who look at Africa as the place to grow their business. The Africa Forum will be the catalyst for the future of the Market Research industry in the continent!
- Build your Africa Network: research agencies, clients, advertisers, service companies coming from across Africa and the world will be there and will be eager to network, make new contacts, meet colleagues and share experiences – This is indeed a unique opportunity to have the very best of the Market Research industry representing the African continent all in one place. How can you resist the temptation of being there!
- Share and Learn: …and finally…the Africa Forum programme will ignite sharing of innovations and contribute to the body of knowledge in Africa.
To celebrate the journey ahead, an impressive line-up of African and international speakers awaits delegates at this once-in-a-lifetime two-day event
Opening speaker Berenike Ullmann is Vice-President, Consumer and Market Knowledge, for Procter and Gamble IMEA (India, Middle East and Africa). She is a champion of consumers and expert in research and African life. She has spent more than 30 years doing consumer understanding work in China, Asia, the Middle East, Africa, Central and Eastern Europe. Berenike will be sharing her thoughts about the transformation of consumers and markets and hence of research needs, using examples from Africa, China, the Philippines and other emerging markets, for inspiration.
Swaady Martin is the founder and CEO of the SWAADY GROUP, a woman-owned social enterprise; transforming African agricultural commodities locally to contribute to the reversal of the African commodity trap. The group’s pioneer brands, YSWARA and AKRAFO, are perceived amongst Africa’s leading luxury and premium brands and are present at recognised luxury retailers in 15 countries in Africa, USA, Europe, Middle-East and Asia. Swaady has received recognition and numerous distinctions and awards from big names such as Forbes, Oprah Winfrey and Aljazeera. She is also the author/creator of the “Luxe Ubuntu” concept, an inclusive luxury business model providing economic value and meaningful income to all the members of the supply chain, who participate in the production of luxury products.
Storytelling is one of the most important techniques for presenting research, and storytelling is a strong African tradition that cuts across African cultures, and Africa should be leading the way globally, when it comes to storytelling. Gcina Mhlophe has been writing and performing on stage and screen for over 20 years. She is South Africa’s favourite storyteller, and maintains that storytelling is the information technology of yesteryear. “For as long as there have been people in the world, there have been stories – long before all the great respectable sciences were known to us”. Gcina feels that the well-known traditional tales of Africa have worldwide appeal, as they recur in different versions in many other parts of the world. Gcina’s writings have been translated into German, French, Italian, Swahili and Japanese. She has received awards from BBC Africa, the Edinburgh Festival, Sony, London Open University and the University of KwaZulu-Natal, amongst others.
More than 30 carefully selected presentations will cover topics such as
- African client perspectives
- Digital research
- Technology and research in Africa
- Neuro marketing research
- The future of the insights function
- Research and corporate decision making
- Professional standards
- Opinion polling in Africa
- Socio-economic classification systems
- The challenge of sampling and weighted data in Africa
- Motivating research participation
- The marketing of market research
- Young Africans and the future of Africa
- Intercultural consumer understanding
- Using social networks for research
ESOMAR is proud to be an AFRICA Forum 2017 partner. We look forward to supporting AMRA and ensuring that the Africa Forum will become an established appointment in the calendar of market research professionals in Africa and beyond.
This is your chance to be part of history: visit www.africanmra.org for programme details and to book – space is limited!
It’s common knowledge that market research is in a transitionary phase, as the industry tries to secure a place in a crowded market. Here Martina Olbertova looks at the 5 research myths holding research back from using its full potential.
A guide for young professionals
Market Research is a field I found myself being fascinated by after working in an advertising agency in London almost 5 years ago. Ever since, I’ve been wondering what is the main ingredient that makes it so interesting and alluring to me. And I have now found the answer; it’s a unique combination of art and science applied in the business world; that is the core beauty of the discipline, and one which I have followed for many years during my academic and professional career. Coming from a scientific and business background, I was always fascinated by solving problems, investigating situations and thinking one step ahead. Being a research oriented person with multiple interests, I found myself applying all these various skills and knowledge in the best way. Everything I have learnt throughout my academic career is now coming together reinforcing my understanding from a holistic point of view and adding value from a wider perspective.
Ever since I started exploring Market Research and the potential career paths in the industry I have discovered so many astonishing specialties that one would never think of. There are so many paths that a young professional can follow, from consultancy to behavioural economics – most people are completely unaware of the depth. Although conducting market research involves the use of several fields, including statistics and psychology, its methods are taught only in limited academic courses, (mostly in marketing degrees), resulting in a lack of awareness among graduates that could potentially choose it as a career.
Market research has low awareness not only among graduates but also in the general non-marketing world. I have personally experienced, several times, needing to explain the purpose and the benefits of market research. The general public knows that it exists but don’t recognise the benefits research presents outside of the polls for elections.
Because the use and the career paths in market research are unclear, this is a good opportunity, to highlight the possible career paths that a young professional can follow as a market researcher.
I am going to start with the conventional career path that most successful market researchers have had for the last 30 or so years and then I am going to explore the modern and alternative paths from other disciplines.
The standard path is: You start as a graduate in a big market research agency and once you are qualified and experienced enough, you “jump” to the client side. At the beginning you choose whether you are a “qual” or “quant” person and you stick with it throughout your career. Although it is very easy to go back and forth from agency to client’s side, it’s very difficult to change the label of “qual” to “quant”, or vice versa. This is a restricted definition of what a researcher looks like.
However, nowadays things are not that straightforward. We live in a revolutionary era where multiple disciplines influence and benefit from each other. The future, that is more diverse, has now has arrived with many exciting opportunities for the young professionals. There are hundreds of job titles out there that one can have as a market researcher, complicating the situation even more. I am now going to attempt to classify them in a few categories, with the aid of the discipline they are affiliated with.
So first, we have the marketing sub-specialties with professions such as marketing scientist, marketing, advertising or strategic planner and marketer. Marketing has shifted from a supporting system to a core driving force to a company’s success.
Secondly, we have “Big Data” that has given rise to many specialties with great potentials. Among them, experts in data visualization and infographics, market research graphic designers, data processors and miners, data integration experts and data scientists are the professions that are expected to thrive in the upcoming decade.
Thirdly, we have the involvement of science in marketing. Scientific progress has given rise to new professions whose work integrates scientific findings into business. Exciting professions in this area are neuroscientists and biometricians who use neuroscience tools and biometrics to measure the impact of stimuli on physiological human reaction.
It is remarkable that even conventional professions are now evolving. Fieldwork managers are now responsible for both online and offline places, administrators deal with several aspects of market research, from delivery to client services. Account directors and project managers are not excluded but they interact with each other, transmitting knowledge to each other, not in a competitive way of old but they work together, they collaborate and complement each other.
Next, it is remarkable that new unrelated areas are appearing in the area. Some of the most upcoming professions are related to press, such as journalists, writers and storytellers, to economics, such as behavioral economist and to psychology/sociology such as ethnographer, anthropologist and sociologist.
The sixth area is the area of management professions, that pop-up in market research with great success. Among them the most successful ones are network facilitators, negotiators and stakeholder managers, business developers and management consultants.
Lastly, the technology area continues to thrive with new professions related to market research, such as technologists, web and social media analysts, listening experts and search optimisation experts.
Having this classification as a guide, I attempted to aid any young professional who is considering starting a career in market research and to show that there is not one way to success. Rules that govern market research have now changed: thanks to other disciplines, the coin has more than two sides. With this in mind, I recommend that market research providers should try to attract young people that are intuitively research orientated and not necessary with a business marketing background. These young people are more creative and innovative – what research needs in the future!
Helene Protopapas is IE Business School graduate student in Market Research & Consumer Behaviour.
As Research World looks toward the future, we ask our regular contributors at RWC where they see the future of MR. Preriit Souda, Kristin Luck, Anna Peters, Colin Strong, Kyle Nel, and Simon Wood tell us how big data, recruitment and mobile will change the industry, or destroy it.
By Anneke Quinn-de Jong
For those of you who attended my presentation ‘The Mutation of Research’ at ESOMAR Congress 2017, here is the unfolded draft piece of paper that was meant to morph into my final ‘killer slide’…