Reid Backs Panels as Future of MR

New approaches in market research are rewriting the rules of engagement with respondents, according to Angus Reid, Chief Executive of Vision Critical and perhaps Canada's best known pollster. Reid will address the forthcoming MRIA Annual Conference in Calgary, Alberta.

In his closing keynote speech, Reid will argue that the Internet revolution represents a fundamental shift in the entire business model of marketing research and business intelligence: 'We are experiencing not just a change from an old to a new medium, but a change in relative power that ultimately alters the relationship between the respondent and researcher.' From self-deployed pulse polls to custom online panels to 'immersive 3D virtual environments', technology is enabling companies to engage their markets in new and unexpected ways.

A shift is occurring as market research is brought back in-house and companies begin to control as much or as little of the research process as they decide appropriate, using custom online panels. Reid references Tony Cowling, Chairman and CEO of TNS, who reiterates the future of the MR industry with three words: 'panels, panels, panels'.

The demand for custom panel software is expected to soar over the next four years as traditional market research buyers and companies relatively new to MR come to realize the huge gains in both quality and cost that can be accomplished using these research platforms. For less than the price of a monthly focus group organizations can say 'yes' to immediate research and quickly deploy surveys on tactical or strategic issues.

Details of the MRIA (Marketing Research and Intelligence Association) Conference are at www.ascent2006.ca/NEWS/default.asp . Vision Critical is online at www.visioncritical.com .

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