Hear from Europanel on the state of consumer behaviour for a better understanding of market movements and the implications.
Going virtual with your research? Join Jill Bishop at Multilingual Connections as she discusses best practices in translation when conducting digital research across languages and cultures.
The accuracy of polling has been under the serious spotlight over the last couple of years. This paper is a summary of analysis conducted on an international database of 31310 polls from 473 elections and voting events across 40 countries around the world from 1936 to 2017 complied by Kantar.
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.
MR too has become increasingly international. The process of adapting the organisation, the concentration and the growth of international research has been client-driven. But just how well does the industry handle diversity in 2005? For several years now we have been taking snapshots of the MR situation in various countries. These country profiles provide us with evidence of a rich diversity with major differences determined by local circumstances. A very interesting typology could be drawn up for each development phase, based on, for example, sales turnover, ways of working, the presence of and compliance with quality standards and possibly other professional characteristics. Global vs local remains a difficult challenge to operating successfully in the different markets. But the concept of diversity is a key condition. Respect for differences in values is essential. The extent to which we succeed in developing this concept is also a question of skills and competences. Are MR managers who operate on an international basis really capable of implementing an inclusive, cross-cultural approach to products and services? In other words, are there actually enough true internationalists? It is time that learning to handle diversity was given a more prominent place in MR training programmes. Its true indeed that if a country is different, the market is also different. Once we clearly recognise this, we can decide what can be integrated and which values bring us together.
The boosting effect of international co-ordination on research.
The English language has been a valuable asset to the UK market research industry, which it has exploited skillfully as interest in international research programmes has grown. The market continues to expand, but a growing number of European and US networks are now fighting for a share.
Latin America grew in the 90s when each country embarked on economic reforms towards a free market. With an increasing presence of the large international research chains, the market research industry in Latin America shares many of the same concerns as the rest of the world whilst retaining its own particular characteristics.
Understanding the process by which new ideas, products and services are picked up, communicated and adopted is key to the success of developing both new and old products. In each case, Early Adopters are the group to watch closely but how can they be identified. Are there common denominators which define this group both nationally and internationally?