Following last week's sneak preview of our 'Hours and pay in MR' survey, DRNO continues its summertime navel-gazing with the help of a series of video interviews conducted by Vox Pops International with delegates at the recent MRS Conference, and based around a SWOT analysis for the UK research industry.
The interviews aimed to find out what attendees perceived to be 'the market research industry's key strengths, weaknesses, opportunities and threats at present; to ascertain the current and future impact of technology on the industry; and to obtain general predictions about the future of market research'. Still in evidence are the old chestnuts of 'needing to be more commercially focused' and having a poor public image based on clipboards. There are also new opportunities, however, many of which hinge upon good use of technology.
Quality of people is seen as a key strength of the industry - researchers see themselves as 'adaptive, embracing change' and able to use new technology. They are 'becoming more commercially focused' and succeeding in 'getting clients closer to their customers'. There is seen to be some progress in 'integrating market research into the marketing process' but more work needs to be done here.
Weaknesses relate to lack of assertiveness and inability to get the message across about how useful we are or the full extent of what we do. Researchers are seen as too inward-looking and some of them are resistant to change.
Several key points emerge about the impact of technology on the work and outlook of these researchers:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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