The relationship between data collectors and legislators has never been tenser. But the rise of big data and the recent NSA scandal has pushed the legality of data collection to the fore. Here Kim Smouter, the Government Affairs Manager at ESOMAR, talks about our work in the field and what you can do to help the industry.
Hannah Mumby, along with many of us, “fell” into the market research industry and at university found her compulsory market research module uninspiring. Is the industry doing enough to inspire young researchers to join our ranks?
Last year, ESOMAR successfully introduced corporate membership. Some of the organisations that joined tell us about the benefits of global associations in an age of changing privacy and quality perceptions.
In a diverse, sometimes chaotic global marketplace, it helps to streamline standards, set best practices and exchange the latest information. As a global organisation, ESOMAR introduced corporate membership to better serve the increasingly international needs of its members. Indeed, global coverage was a major reason for full-service market research agency SKIM to sign up as a corporate member, says chairman Dirk Huisman. “We have offices in more and more countries and are currently expanding into Latin America, so we need a global approach. We only work for multinational clients, and they expect standardisation. Of course, we’ve also joined local associations, but membership of a global organisation makes it easier for us to work with people worldwide who answer to the highest standards.” Most of all, Huisman feels that an association should establish best practices. “They should say, ‘When we collaborate, this is our nomenclature.’ We all need to speak the same language. An advantage for us is that ESOMAR is the only association that is pretty much represented everywhere.”
This global reach is equally important for a client like Swarovski, says Alexander Linder, director corporate consumer and market insights at the luxury goods company. “We usually select our partners through the ESOMAR website. When we need to do research in territories where we haven’t been before, this is the best way to find quality vendors and get feedback on them.”
If you’re an ESOMAR member you can read the full interview in MyESOMAR in the digital copy of Research World. If you are not a member of ESOMAR you can join and receive a free copy of Research World 6 times a year or alternatively you can sign up for a subscription of the magazine in our publications store.
As ESOMAR’s Qualitative 2013 rapidly looms before us, one of the presenters at this year’s conference, Edward Appleton, asks whether qualitative research gets the recognition it deserves and how the qualitative movement can make its powerful voice heard.
Rarely has a bandwagon attracted more attention in research than the clamour around big data, but is it everything we’ve been promised. Here Jerry Thomas at Decision Analyst looks at how little data is a better basis for decision making.