Marco Polo Project from ESOMAR

ESOMAR has this week announced the second phase of an important new research project called Marco Polo. Aimed at gathering information on the needs of market research in client companies, the project aims to find ways in which to maximise the impact of market research.

ESOMAR has previously suggested that there is a need for closer co-operation between clients and providers. Companies are beginning to require ever more different services from market researchers. At the same time, new types of demands are arising from developments such as globalisation and tougher competition amongst companies. New technologies and the availability of new data-collecting mechanisms are also impacting greatly on the sector.

The Marco Polo project is to be set-up in three distinct phases. The first stage has already been completed and involved worldwide in-depth interviews amongst large providers and clients. Stage two consists of a global web-based survey which is under way at present. The objective of this phase is to obtain quantitative assessments and to test ideas on co-operation and future directions. The full results from it will be presented during the ESOMAR Congress in Barcelona at the end of September.

A third phase is then planned for after the Congress. This will involve building new research scenarios and outlining their implications. The emphasis will be on developing actionable plans for better co-operation, enabling providers to help improve the clients' function. Findings from this phase will be presented at RELEAS3 in Geneva in January 2003.

Overall, ESOMAR plans to release the full project findings in a publication entitled 'Co-operation for Value Guideline'. This will accompany a discussion session during the 'Research Leadership Summit' event scheduled for 2003 to be organised by ARF and ESOMAR. The event should enable industry leaders to look at ways to strengthen co-operation between clients and providers in the industry.

For further information, visit www.esomar.nl

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.