More discussion and debate about intercultural issues is needed. Instead of talking about globalisation, generally from the supplierâs viewpoint, it is more meaningful to focus on the challenge of managing diversity, and on the impact and consequences of culture on consumer behaviour. Marketing and opinion research can provide an important contribution to this, by making the cultural map more transparent and pointing the way, in particular through modern, qualitative research.
It is of course not true that a market researcher does not dare to say what he does if he is being asked about it. But what if he were to say that he works in a fantastic industry? That he makes an important contribution to decision making in business and society. That is something less obvious. The average market researcher prefers to talk with his colleagues - about data collection techniques and methodologies and about the desirability of conducting a follow up study in order to obtain more insight. This inward looking orientation is not surprising; market research has scientific roots. But, meanwhile the craft has been transformed into a modem industry. Therefore it is not amazing that an increasing number of people are saying that the MR profession should present itself more strongly to the external world. In other words, it should invest more in its status and external reputation to promote its hidden strengths or âto improve the value perception of MRâ as we might call it. It is often said that we play a key role in society based on an up-to-date multi-disciplinary holistic approach. We deliver unique insight, interpretation and solutions. Therefore we should powerfully promote what we are good at. For instance through high ground representation in public and in business life but also through cooperation with universities and business schools. And as an industry we must be represented at world events and work more intensively with the press. An increased interest in its external status and reputation marks a development in keeping with an industry that is mature. It can be expected that the debate over the promotion of the added value of the profession will become more heated in the coming period. For identifying an important issue is one topic. But developing joint action - who is doing what - that is a different kettle of fish.
With the Olympics returning to their cradle, Greece will be the centre of the world's media-attention this summer. It is hoped for, and cautiously expected, that the enormous event will give the country's industries - including market research - a much needed boost.
The presentation of research results apparently tends to become more problematic when it is about polling and opinion research, that is to say pre-electoral surveys and research concerning political issues. To an increasing level, the results are communicated to the general public through various stages, different intermediaries and media. This indirect method of reporting can in quite a few instances result in incomplete reporting and over-simplification â especially when politically sensitive issues are addressed this can lead to fierce controversies in an open-ended discussion at an international level without any structure. Over the past few months a single question in a survey commissioned by the European Commission about the Iraq war became major international news. It caused a flurry of diplomatic activity and forced the president of the European Commission to issue a statement of clarification. Comments in the press varied between expressing concern about Europeans being anti-Israel and blaming pollsters for coming up with allegedly unreliable results. Polls are news and journalists will always pick the controversial item or statement in a report in preference to what is often a balanced but rather boring conclusion. It goes without saying that the right to conduct surveys is part of our democratic system. This is in line with basic principles of freedom of press and freedom of speech. But how should we handle these situations as a profession? In this issue of Research World we delve deeper into this controversy.
We will also try to shed more light on the international dimensions of the profession, which new developments and breakthroughs are worth noting, and what are the cross-cultural contributions of existing approaches and tools. And on an increasing level we will try to discuss the most important issues, looking at them from various points of view -for instance, how to define the professionâs work terrain, now that the borders with other disciplines are becoming more blurred, but also other subjects like the renaissance of the client side, the impact of continuously developing technology, the challenges concerning skills and competences, the privacy issues and representation of the industry as well as the adaptation and adoption of quality standards and sharing of best practice.