MRA Highlights Hopes and Fears for Research

US Association the MRA has selected a dramatic growth of online market research and the rise of a new breed of consultant researchers, as two of its key predictions for the coming year. Executive Director Larry Brownell also spoke of the dangers of poor quality online research, and the continuing strength of the more traditional focus group.

Brownell believes that, given the costs associated with bringing new products to market, good market research is more valued than ever before. 'Today's expert marketing research professionals play a critical role in the business decision-making value chain. Increasingly quoted in the media, this new breed of well-qualified, experienced researcher can confidently act as a marketing consultant who captures consumer information, analyzes it and provides clients with practical insights to guide decisions based on empirical market data.'

The forecasts, the latest in an annual series from the MRA (Marketing Research Association) would seem to be on safe ground, particularly regarding Internet MR. As online surveys become less expensive and more relevant (as more than 68% of the US population is now online), Brownell predicts that, within the next few years, online research is likely to become the most common form of all marketing research fieldwork.

He warns, however, that professional standards must be maintained. 'A lot of flawed research is being conducted online, and the sample accuracy of online panels is raising questions in the industry. It's critically important that a bona fide marketing research professional shapes surveys and ensures the correct use of the appropriate tools and techniques.'

Responding to speculation that the increase in online research will mean the death of focus groups, he points out that spending on groups has risen 6% in the last year, and the technique shows no signs of going away. 'While online research reaches a much larger quantity of consumers, focus groups provide the kind of accuracy and depth that can emerge from probing, controlled face-to-face interaction. Often a combination of methodologies is recommended.'

Finally, Brownell warns that the profession needs to adapt to increasing globalisation, and to ensure that outsourced research is up to scratch and does not negatively affect the image of the profession.

The Marketing Research Association is online at www.mra-net.org

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.