It is challenging to look at market research in this light and to inspect more closely how this sector performs in relation to comparable disciplines. Also to analyse which companies provide renewal and continually respond to changes in the market environment. Which companies can say; we are top in our sector and we are also the winners of tomorrow? This is not so easily achieved but it will certainly provide food for thought and inspiration. Of course, examples of best practice and success stories abound - and championships, records, prestigious awards and positive role models for instance - are highly important when it comes to attracting talent. In this issue of Research World we take stock: where does the research industry stand in 2007, six decades after organised international market research became established? We look at the state of affairs from various perspectives including remuneration and reputation. This is a global reconnoitre, a snapshot in time.
Some contend that the market research industry has missed out on opportunities in the last few decades but is this true? They point for example, at the possibilities of data mining or those offered by the internet. Whatever the case, it is apparent that the growth of the industry will remain relatively modest and that profit margins will not exceed a few percent for years to come. Renewal in marker research is often provided by newcomers and outsiders, as in other industry sectors. Of course, change is also driven by businessmen who have a major influence on working methods through effecting mergers and acquisitions and by streamlining operations to increase efficiency and effectiveness. In the period to come, we will explore the boundaries of current market research and in doing so, aim to shed light on the dynamics of change and the emergence of new and promising approaches. We begin with this edition of Research World by asking several key questions including what will be the impact of more entrepreneurial behaviour and to what extent will industry insiders or new entrants determine how the game is played. What is certain is that technological developments and convergence are creating numerous opportunities. Advances in software will also play an influential role. Perhaps Marketing Productivity Analysis" is also acquiring new powerful impulses: a change in the image of market research is highly dependent on more attention being paid to accountability and the application of analytical concepts, measurements and metrics in order to show the actual contributions that marker research makes, crystal clear.
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 to improve the value perception of MR 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.
Market researchers should be comfortable with taking more risks and trying to elevate their position proactively. That's the major challenge currently posed to the industry,.
This report shows the image position of industry in the Austrian population by quantitative research representative for people up from 14 years. Research program covers spontaneous associations to the stimulus "industry", advantages and disadvantages of industry and improving the share of industry in the economy, image profile by rating a semantic profile, comparing validity of items for three different size classes of companies (large companies image can be identified with industry image) and the relevance of pollution factors and their link with industry.
Australian business has given serious attention to perceived consumer demands and dramatically increased its attention to problems of packaging, pollution and advertising. Market researchers are widening the scope of their work and altering their self-image. The information in this paper is based on personal interviews with marketing men and market researchers in Melbourne; a postal survey amongst a group of national companies, and the writer's personal knowledge of consumer protection in Australia gained as Chairman of a government consumer council.
The successful practice of marketing research depends on two factors: 1) the confidence placed in it by the business community; 2) the co-operation of members of the public, usually in their capacity as private individuals, but in the case of specialised forms of research, as the proprietors of shops, and as representatives of their employers. Both factors are equally important. The purpose of this paper is therefore to examine the second of the two factors noted above, namely the willingness of the public to co-operate with researchers, and to ask what is the public image of research.