This is an election statement by Joaquim Bretcha, candidate for ESOMAR Council 2017-2018.
ESOMAR Elections. The importance of being Earnest
Dear ESOMAR colleague,
“The importance of being Earnest, a trivial comedy for serious people” is probably my favourite play by Oscar Wilde. It first came to my attention by one of my English teachers many years ago. What firstly was a student’s exercise very soon became enjoyment. A fast and hilarious reading set this title on my mind. And what a title! I always wanted to use it for a personal purpose.
For those non native English speakers, earnest means “serious, formal”. As an adjective, according to Google translate, it can be interpreted as “resulting from or showing sincere and intense conviction”. As a noun, “a thing intended or regarded as a sign or promise of what is to come”.
ESOMAR Council elections are earnest. It is the moment in which the association chooses its President, Vice President and 8 Council members, the team that has to draw its strategic lines as well as guarantee its good management and relevance.
Next 10th October the election process will start. Indeed, on this occasion, it will run in parallel with another key milestone: the referendum to approve our new Code. The Code that updates the mission of ESOMAR, fully needed to face the new Market Research landscape.
These two outstanding events are important for ESOMAR as organization and us, the professionals and corporations, its members. It is our responsibility to participate and raise our voice.
On my turn, I present my candidacy to be one of the 8 Council members on this new term. Below, you can find my “earnest” proposal and on this link,(http://joaquimbretcha.com/) you can see that I do not take myself that seriously.
All the best
It should be agreed that we are not living an era of change but a change of era; a new era driven by digitization. Still at its initial phase, digitization has already transformed our societies and, therefore, our industry.
The need of understanding people’s opinions, desires and behaviours in their different roles is higher than ever. At the same time, it’s becoming more and more complex. The consumer/citizen comprehension requires a more holistic approach and the good command of new sets of data. Likewise, the means to collect this data evolve at a very fast pace propelled by technology evolution.
This context sets many challenges to our industry, consequently to ESOMAR as one of its key players. The core one, from my perspective, is to show the value and self-worth of Market Research. And more concretely, we need to:
– Help our current members to successfully adapt to this new context by delivering the most appropriate information and education programs, providing the most useful tools and creating excellent networking opportunities.
– Get bigger, get more members from the broad MR landscape, becoming relevant to everyone involved with data-driven marketing strategies. The new ICC/ESOMAR International Code opens our scope and allows us to embrace all related activities.
– Keep being the advocate of the Industry in front of the international and national legislators helping the other worldwide associations in all the industry’s auto-regulation initiatives.
– Support the Youth; promote the attractiveness of our sector.
– We are global and diverse. It is important to seize the different stages of the industry’s according to the different countries’ evolution. I believe that one of the main roles of ESOMAR is to facilitate the convenient spread of best practices and help the least developed countries upgrade their status.
– We are local. The real activity takes place at a local level. A relevant presence in each and every country is key as it is the role of our National Representatives.
These are, in brief, my main beliefs of the role of ESOMAR and the direction we should keep taking. In fact, these are the essential guidelines the current Council has undertaken in the last 2 years. I totally embrace them and would love to continue promoting them in the next term. On this occasion, I bring my international experience reinforced with a much better knowledge of the association and its members.
PS. I want to thank the public support of:
– Julia Helena Carrillo. Country Manager Ipsos Ecuador.
– Jérôme Sopocko. Founder Askia. United Kingdom.
– Jean Michel Lelievre. CEO and Founder Interlink. France.
– Macarena Estévez. CEO and Founder Conento. Spain.
– Susana Marquis. Directora Susana Marquis. La investigación que inspira.
– Joachim Ritter. Head of Market Analytics Roche. Germany.
– Shinichi Hosokawa. CEO GMO Research. Japan.
– Martin Oxley. Managing Director Buzzback Europe. United Kingdom.
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