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Presented by Ray Poynter of Potentiate, and NewMR.
We live in interesting times, there are ups and downs, changes and reverses, opportunities and traps. In this session, Ray reviews the current status of Research & Insights, drawing on a variety of sources to show what is changing, what is staying the same, where some of the opportunities are, and highlighting things you can do to build resilience and to select options.
Access the recording of the presentation via the NewMR Play Again page here: https://newmr.org/play-again/
In a nutshell
There is going to be more research in the future
more surveys, more depth interviews, more focus groups,
more ethnography, more usability testing, more semiotics,
more build/test/learn, more analytics …
But there is going to be less ‘market research’
2 Key Changes
More than 50% of research is ‘No Questions Research’
Surveys 1991 -> 2021
Printing, data punching,
Scripting skills & analysis
Field force & computers
Scripting skills & analysis
SaaS tools of every complexity
One-stop questionnaire and
Pre-prepared solutions (e.g.
Traditional MR Turnover 2019 ESOMAR GMR Qualtrics 2021 IPO valuation
USD $ Billions
The frog in the MR well thinks Qualtrics is overpriced
Yahoo Finance 5 April 2021
Ipsos $1.4 Billion
SurveyMonkey $2.7 Billion
Medallia $4.5 Billion
MR is becoming a minnow in the business of helping organisations
make better decisions through the use of human-centric information
BU BU BU BU
BU BU BU BU
A zappi example
“…we just rolled out an instance of zappi to 800
marketers in a global alcohol company- it was
bought and vetted by insights.”
Ryan Barry, President Zappi
? What will happen to quality?
? What will happen to MR agencies?
? What will happen to client insight teams?
? What will happen to trade associations?
? What will happen to MR ethics?
? What should a new market researcher do?
What will happen to quality?
The median project will be of HIGHER quality
Innovative, non-standard or complex problems will still be
handled by specialists
The weakest link is going to be the sample – which is also true
What will happen to MR agencies?
But lose share
share to non-
The HX pie
than the MR
part will grow
What will happen to client insight teams?
1. Some will shrink, following
2. Some will become assistants to others
3. Some will transform insights to be
coaches, arbiters of value, and strategy
What will happen to trade associations?
Live in a world without clear boundaries
– Standard setting
– Business opportunities
What will happen to MR ethics?
For commercial research, anonymity is going to
be much less common
– Informed consent is going to be the new norm
– Selling and marketing to participants will be the
– Social research will need to separate itself from MR
What should a new market researcher do?
1. Able to understand business questions and needs in the context
of human behaviours and beliefs
2. Able to choose and implement a solution from a range of
possible option solutions
3. Able to turn the findings from the research into
4. Able to persuade organisations to implement the
* Focus on using machines when machines can do the job, develop
skills in the area where machines can’t do the job
What is the future of MR?
i. The need to understand people will grow
ii. The use of tools and approaches to understand
people will grow
iii. There will be more semioticians, ethnographers, data
analysists, strategists, cultural specialists etc
iv. But there will be fewer market researchers, doing
less ‘market research’