In-House Research is Changing

The noticeable transition of the in-house research function from passive to pivotal was the major topic of discussion at a recent one-day client forum hosted by Nunwood Consulting in the UK.

Delegates, consisting of senior in-house researchers from various blue chip organisations, were unanimous in agreeing that the changing role of in-house researchers from intermediaries to strategists is real. It was also noted that there are huge benefits for companies who maximise this evolution.

Nunwood brought together research representatives from ARG Equation (GUS), Cheshire Building Society, Hallmark, Reckitt Benckiser, Standard Life and Yorkshire Water for a day of interactive discussions on 'hot topics' within the market research industry. Delegates were asked to set the agenda themselves, ensuring that key topics, at the forefront of researchers' minds, were covered.

It was, in fact, the delegates who outlined the shift in the traditional remit of the 'in-house research function', which is now increasingly considered in a strategic advisory role.

Carol McCreadie, Group Customer Research Manager at Standard Life commented on this shift: 'Over the past few years, the importance placed on customer research as a key decision-making tool within Standard Life, has increased dramatically. With this change of focus, the role of the researcher has also changed. Departments used to come to us with a question and ask us to find out the answer, or help them shape the questions that were asked. Now it is more about providing customer insight for key business decisions, using a range of resources and techniques. It is great to hear that researchers across other industries are also benefiting from this shift in attitudes'.

Allen Broome, International Market research Director at Hallmark added: 'Despite the wide range of industries represented in the forum, the recurrent theme of the day was the consultative role we researchers are being called upon to provide. While this is clearly attributable in part to the access we have to our companies' consumers and the tools and techniques we use to leverage the resulting data, the objectivity and perspective that we as researchers can provide seems to equally drive this expectation in our clients.'

Commenting on the day itself, Phil Rushfirth, Quant Research Director at Nunwood Consulting, said: 'The aim of the forum was to bring together senior researchers from a broad base of industries to share knowledge and discuss issues facing the industry. There are few opportunities for clients to get together and even fewer that covet the idea of delegates creating the agenda themselves. The role of Nunwood was purely to facilitate the event- not determine its content. Given the success of the forum, we will run a number of client forums throughout the year and welcome contact from any client side researchers interested in taking part.'

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

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