MRS Finds More Optimism, but Urges Investment

UK professional body the MRS has noted a slight positive shift in the expectations of companies in the post-Covid world; and has downgraded its earlier call on the government to 'save the sector' to a more modest appeal for investment in infrastructure and innovation.

In April MRS (Market Research Society) Chief Executive Jane Frost (pictured) wrote to UK Chancellor Rishi Sunak, urging 'one simple step to save one of the UK's world leading sectors... from possibly irreparable harm' - specifically, she asked the government to extend the support already given to 'the face to face sectors of hospitality and leisure' to MR with its strong elements of face-to-face contact - but such an extension was not forthcoming.

Frost now says the sector 'has demonstrated impressive resilience' and the Society suggests instead that 'the long-term health of the UK's world-leading market and social research sector, now depends on Government investment in digital infrastructure and innovation'. This includes 'extensive broadband coverage to support new ways of working', reflecting findings from a comprehensive survey of MRS Company Partners and research business owners the MRS has conducted in collaboration with Watermelon Research. 88% of research businesses responding to this survey said they anticipate 'a large degree of home working for the foreseeable future'.

The survey also finds signs of 'cautious, longer-term optimism' in the sector: most research organisations still predict a major impact on new business commissions and lower revenues this year, but the proportion predicting that revenues will be significantly lower than forecast over the full year is down from 85% earlier in lockdown to 70% in August. Plus points include growth in online qualitative research, with two thirds of survey participants reporting an increase in it in August; and an uplift in 'analysis and reporting, data processing, online data collection and telephone data collection' since the early stages of the pandemic.

Frost says much of the improvement 'can be attributed to how well companies have adapted to everything this year has thrown at us - in many cases relocating entire workforces to kitchen tables around the country overnight'. However, she says, 'their message is clear: our 'new normal' is not sustainable without significant investment in digital infrastructure. This Government must revaluate its focus on bricks and mortar and start building a digital economy that's fit for the future and can support companies in navigating the uncertain times ahead'.

The survey indicates that face-to-face research - unsurprisingly - 'continues to be disproportionately affected by the pandemic'. Less than a quarter of face-to-face activities had resumed in August, with 69% still on hold, and 5% of businesses reporting they will no longer offer those services in the future. Says Frost: 'While alternative methods and techniques have been utilised to great effect throughout this period, and we've seen a surge in online qualitative research and telephone research in particular, it is critical that in-person fieldwork is resumed and reprioritised once it is safe. This is not just important for the thousands of experienced and skilled fieldworkers around the country, but also because there is no substitute for face-to-face data collection. No other form of research can as effectively capture the voices of hard to reach people - including certain ages, ethnic groups and those without access to technology. We must ensure those voices are heard, now more than ever, and that we don't compromise the integrity of our research for years to come'.

Web site: www.mrs.org.uk .

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