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.