This new ESOMAR/GRBN Guideline is for researchers and clients engaged in primary research. It includes all quantitative and qualitative methods that involve direct interaction (such as to get consent) with the data subject, including passive data collection in which the researcher observes, measures or records a person?s actions. It also is meant to provide guidance for those who commission research. Methodologies included but are not limited to surveys, focus groups, in-depth interviews, ethnographic studies and some forms of observational research, including mystery shopping.
This issue is both a celebration and an investigation of the power, opportunities and pitfalls inherent in the huge leaps in technology affecting consumer intelligence. We look at the new horizons available to us, the types of talent that will be needed and the skills and capabilities that we will need to learn along the way. In particular, we examine the potential for us to have a bigger and better impact on our enterprises and our clients.
The customer insight industry is a big success story, but internal insight teams are often on the critical radar. Against this backdrop, Esomar looked at the best way to demonstrate the value of investing in customer insight, reviewing relevant literature and conducting 20+ in-depth interviews with industry leaders from major organisations including ANZ, Diageo, eBay, Ferring Pharmaceuticals, Heineken, Inter Ikea systems, Merck & Co, Microsoft, Nissan, Pepsi, Philip Morris Int., Turner Broadcasting, Unilever.
Some of the newer research methodologies embrace empathy (and/or its measurement) to be able to get to the bottom of what people need, how they think and how they feel. In this issue, three articles bring their own unique approaches to empathy in research and how to apply it for the betterment of humanity. Each of them, in their own way, also speak to the modern need for marketers and designers to be authentic in their application of empathy to what they do for a living.
Despite popular suggestions or forecasts that the research profession was/is in decline, this report shows that our industry recorded continued growth in 2017, following the turnaround shown in 2015. In contrast with last year, not all regions show growth; nonetheless all anecdotal evidence from commentators in those markets is positive, and some of them have successfully expanded their local measure to incorporate a wider selection of services and providers. The relationship between local currency measures and then the subsequent impact of inflationary effects and/ or currency exchange rates, remains challenging; nonetheless, only very few markets show a decline in local currency terms (and the biggest market USA records above average growth of +1.6%). This issue sees our commentary chapters concentrate on automation, A.I. and some of the newer trends in our profession, all of which make for fascinating reading!Check it out on ESOMAR Publications Store!
Last update and news form the ESOMAR Council.