Abstract:

Many on the agency side are blind to client-side realities – the structural changes, the emergence of adjacent departments with new and different data streams, the DIY ability, the pressure on budgets, organisational challenges and so perhaps they are often in the dark as to how they should add value when challenged to create more value from their insights. Some feel threatened, not excited, by the shock of the new social media, big data, mobile, online panels... Research has to deliver differently in the future to keep abreast of change client side and agency side alike. However, as a discipline, MR is extremely well positioned to take advantage of an increasing thirst for insights in a sea of information. By talking about some of the challenges and changes he experiences client side, Edward aims to help bridge the gap between buyer and supplier.