ORC International's Vision of Technology

UK agency ORC International treated clients and the press to a glimpse of its Vision for the future of MR last week in Central London. The company's survey management, analysis and reporting will all be Web-based on most projects, giving clients continuous access to project progress and often to results as they emerge.

Whilst such concepts are well-rehearsed in the industry and the relevant technologies have been available for some time, their implementation is often patchy and dependent upon the enthusiasm of individual project execs and/or clients. At 'Unveiling The Vision - Integrating Research and Technology', hosted at the Atlantic Bar and Grill in W1 on 14th January, ORC International left no doubt as to its commitment to the Web platform and its desire to make it the default, if not universal, system for its research projects.

Delegates from financial, healthcare, public and other sectors were given the opportunity to contribute to the presentation real-time by answering multiple choice questions from the floor, using 'Millionaire'-style data capture devices. The results, appearing on the projector screen within seconds of being told to 'make your selections now', proved the relevance of the day by revealing the lack of actual exposure of many clients: just over two thirds had had little or no involvement in Web-based reporting, real-time monitoring or running / commissioning online surveys.

After an excellent buffet lunch, clients and press departed while ORC International's management, the great majority of whom turned out and contributed to the day, trooped back into the presenting room for an internal session, recognising that the whole concept will stand or fall by whether project managers and directors within the agency are committed, and prepared to 'sell' the vision to clients on a day-to-day basis.

According to MD Richard Cornelius, the year 2004 will see the company making 'a number of significant investments, not just to improve the way we collect data (via the introduction of XDAs for face-to-face data collection and a brand new state-of-the-art call centre), but to fundamentally alter the way in which we disseminate project progress and results. For our staff it will mean less administration, leaving more time for high quality research and consultancy. For our customers it means smarter, faster and in most cases more cost effective project management, data collection, communication and dissemination of information'.

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

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