Adding Value from External Data Resources

The Market Research Society's (MRS) Census and Geodemographics Group is to host a new seminar to encourage market and social researchers to make better use of the wide array of alternative data sources now available. The 'Using External Data in Market Research Seminar' will take place on 31 March in London.

The new seminar has been designed to increase market researchers' awareness and use of the considerable data sources currently accessible on the market, including the wealth of information provided by the 2001 Census. In addition, the seminar will encourage researchers to assess whether the research they are about to undertake is as cost effective as it could be and examine how the addition of external data could generate added value for clients.

The one-day seminar will be chaired by Professor Martin Callingham, former Group Market Research Director for Whitbread plc and now visiting Professor at Birkbeck College, University of London. The day will consist of eight separate sessions lead by a range of high profile industry figures, including: Martin van Stavern, BMRB International; Nick Moon, NOP World; Gordon Farquharson, Claritas Europe; Tony Dent, Sample Answers; Corrine Moy, NOP Group; Richard Lloyd, Experian; Mark Watson, Business Geographics; Keith Dugmore, Demographic Decisions.

Between them, the speakers will be covering a range of issues, including how to use external data sources to assist in sampling; how database information can be helpful in locating minority samples; and the future potential and development of data sources for enhanced research findings.

Barry Leventhal, Chair of The MRS Census and Geodemographics Group, commented, 'The range of data sources accessible to market and social researchers is considerable and, used correctly, has the potential to significantly enhance research projects. However, many market researchers find the wealth of information daunting and are unsure where to look to find what they need. The aim of this new MRS seminar is to overcome any possible confusion and to help researchers maximise the value of the data available to them.'

To further guide researchers and marketers towards some of the most important information sources, The MRS Census and Geodemographics Group has established a dedicated website -www.geodemographics.org.uk. The website acts as a gateway to a variety of websites and helps users to locate appropriate data sources quickly and easily.

For more information and to book a place, visit www.mrs.org.uk

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