Welcome Krešimir, Croatia
How would you describe yourself in three words?
Optimistic, playful and friendly
Next to your ESOMAR representative position, what is your day job?
I run Prizma CPI, a leading Croatian independent market research company. I’m also a part-time lecturer at a University where I’m teaching marketing research.
By Reg Baker
As our profession evolves into new practices, then so must our ICC/ESOMAR International Code on Market and Social Research. As the ICC/ESOMAR Code is of vital importance to our profession, all ESOMAR members can vote on it in a Referendum, which will be open until 31 October 2016. In this article, Reg Baker, who was part of the project team revising the ICC/ESOMAR Code, addresses one of concerns that came to light in the revision process.
Thus far, the newly revised version of the ICC/ESOMAR Code has been mostly well received by ESOMAR members with one notable exception: use of the word data subject in place of respondent. As one member queried, “What’s that all about?”
There are two answers to that question. The simplest (and perhaps least satisfying) explanation is that data privacy legislation worldwide is migrating toward the use of the term. Given current and widespread concerns about privacy and the increasing use and misuse of personal data linking the Code and the guidelines that support it to the relevant legal concepts and terminology makes good sense.
But, there also is another much more relevant explanation that grew out of the ongoing evolution and diversification of research methods and practices. When the vast majority of research was done with surveys and focus groups—that is, asking questions and recording answers—the term respondent was an accurate description of how individuals participated in research. In some of our recent guidelines we refer to this as active research, defined as “the collection of data through direct interaction with an individual.”
More recently we have seen an increase in the use of passive methods, meaning “the collection of personal data by observing, measuring or recording an individual’s actions or behaviour.” In this context, the term respondent no longer seems appropriate. There still may be an interaction with the individual, for example to gain consent, but there no longer are questions and answers. In this context the term respondent seems odd, and so we moved to research participant, to cover people who take part in both active and passive methods.
Enter big data, or as we describe it in the revised Code, secondary data, defined as “data collected for another purpose and subsequently used in research.” With secondary data researchers generally do not interact with those individuals whose personal data we might acquire and analyse as part of our research, so defining them either as respondents or even research participants makes no sense. Hence the term, data subject, defined simply as “any individual whose personal data is used in research.”
Of course, we could continue to use three different terms, each in their specific context and sometimes in combination. To those of us who work on the teams that develop guidelines, this seems to add complexity without adding value. And so, over the coming months as we go back to update our guidelines to reflect the enhancements in the new Code we plan to use the single term data subject to signal anyone whose personal data is used in research, regardless of how it was obtained.
Reg Baker, Consultant to the ESOMAR Professional Standards Committee and Executive Director of MRII
WHY YOU NEED TO VOTE FOR THE NEW CODE:
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.