New Initiatives for Canadian MR Orgs CAIP and CRIC

Professional certification body CAIP Canada has begun registration of designated members of the former Canadian marketing research association. The body is recognised by the country's new research association CRIC, which has also announced a number of new initiatives this week.

CAIP says individuals holding the former Canadian marketing research designation can now receive the Certified Analytics and Insights Professional (CAIP) designation, with the fee waived for the rest of 2019.

Canada's longtime industry body the MRIA (Marketing Research and Intelligence Association) was formally shuttered in August 2018 due to a 'shortfall' in its finances, and almost immediately a replacement body called the Canadian Research Insights Council (CRIC) was launched. The latter then partnered with ESOMAR and the MRII to enhance its standards offer, global reach and network for members. CRIC then announced in the spring that it would endorse and sponsor CAIP Canada and its offer of the new professional designation. The MRIA itself has now also been revived, leaving administration, and the two organisations are in competition.

CAIP Canada Chair Robert Wong says of the latest news: 'We are pleased to recognize individuals who worked hard to earn the designation of the former Canadian marketing research association. With the support of the leaders on our founding board and the endorsement of the Canadian Research Insights Council (CRIC) and ESOMAR, the CAIP designation will offer immediate value to professionals working in research, analytics and insights'. Applicants must agree to comply with the CRIC standards, and the annual fee to maintain the designation starting in 2020 is expected to be $280. For those not yet qualified, CAIP is developing a pathway to earn the designation, featuring a modernized competency framework and drawing on established training approaches including the MRII's Principles of Marketing Research program.

CAIP says Fellows of the MRIA will also be offered the option of moving to become Fellows of the new association.


Simultaneously, CRIC is launching a number of newly expanded membership categories, opening up membership to client organizations, agencies, academia, suppliers to the industry and not-for-profits. Chair Barry Watson comments: 'By joining CRIC, member organizations demonstrate the strongest commitment possible to support ethical and trustworthy approaches to collecting, storing and using data. It will also strengthen the collective voice of CRIC to advocate for effective regulation and to build trust with the public'. Other new initiatives will follow shortly, including the launch of the Research Verification Service, the introduction of thought leadership councils, insurance benefits for members, a gold seal for CRIC accredited agencies and a call for nominations to its board of directors.

Web sites: www.caip-paim.ca and www.canadianresearchinsightscouncil.ca .