The Council for Marketing and Opinion Research (CMOR) in the US has appointed Larry Mock as its President and CEO, effective immediately.
CMOR was founded nine years ago by four major research industry associations: Advertising Research Foundation (ARF), American Marketing Association (AMA), Council of American Survey Research Organizations (CASRO) and Marketing Research Association (MRA). The membership has now grown to over 150 associations and companies. CMOR's work focuses on legislation and respondent cooperation/satisfaction and tries to protect the industry from inappropriate legislation, such as lumping research with telemarketing in "do not call" bills. The association's respondent cooperation/satisfaction initiatives include explaining the positive impact of research, fighting research abuses and encouraging the research industry to make the research process more respondent-respectful.
Helping CMOR increase understanding of the value and ability of research to improve the quality, lower the price of goods and services and better reflect public opinion in important decisions while emphasizing the consumers right to privacy will be the focus of Mock's presidency.
According to Mock "My goal will be to continue to build on CMOR's successes. I am committed to increasing the consumer's and government's understanding of the value of and need to support the research process in our lives. Research brings the voice of the consumer to the ears of business. Its role is critical in our society. At the same time we recognize that our businesses and issues are increasingly global. I plan on using my international experience to coordinate and cooperate with needed efforts in other parts of the world."
Mock, since early 2000, was the principal of Marketing On Consumer Knowledge. Prior to that he was Vice President of Worldwide Market Research at Procter & Gamble. This position capped a 23-year career with P&G that included heading all research operations in Latin America and all research operations in Europe, the Middle East and Africa. He has served as a member of the external advisory board of the AC Nielsen Master of Market Research programme at the University of Wisconsin- Madison; a member of the Board of Directors of the Advertising Research Foundation (ARF); and also as a member of the Executive Committee and Chairman of that organisation.
For more information, visit www.cmor.org.
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.