Interview: The way ahead
Bron: ESOMAR UPDATE, 09.05
Interview: The way ahead
ESOMAR conducted a world-wide study in 2004 to help shape the direction of its future policy. Now that the findings of this study have been reported, what are ESOMAR's plans for the immediate future? Jose Ignacio Wert (President), Frits Spangenberg (Vice-President) and Veronique Jeannin (ESOMAR's Director General) share their views.
Jose Ignacio Wert, president: "The key challenges for ESOMAR are to define where and how we focus our energies. Around 2.8 billion people have joined market economies in the past two decades. The scope of change is unprecedented, look at China, India and Eastern Europe for instance. Within this framework of globalisation, the key concepts are the value chain, segmentation and individualisation. Yet efficiency throughout the chain is vital - and this spells multi-localisation. Technological advances, which are transforming the market research industry, are not going to stop and new entrants will continue to impact the research market. Our overriding challenge is to differentiate and to stand for something special: holistic, sound, knowledgeable and business-like.
What are the main areas for ESOMAR action? As the leading facilitator of the market research industry, ESOMAR's role is to stimulate debate and to help enhance industry initiatives. There is an undeniable need to develop a broader scope for market research, whilst ensuring the highest standards of performance. So, self-regulation needs to top our agenda. We need to accelerate the development of skills. In doing so, we aim to position research at the highest possible level of the business training agenda and this means working together with top tier business schools.Another important focus is the strategic contribution of market research. We need to get to the essence of the 'big picture' and understand where research fits into business strategy, overcoming the fragmented approach we often encounter. Companies want to get back to growth, so there are quite a few business challenges out there. I am convinced that delivering forward looking analysis, backed up with research, can really make the difference for our industry."
Veronique Jeannin, director general: "ESOMAR has set a great track record over the past six decades and has come to stand for quality, trust and leadership within the market research industry. Now we face the challenge of building upon this tradition to ensure that we focus on the new needs of the profession. We need to create new ideas and initiatives and focus on introducing new services to support the strategic interests of market researchers all over the world.
Entering this phase of development with new opportunities and a changing environment, we have thought deeply and candidly about what has made us successful - and about what we need to do to make this success a solid platform for continued growth. Our brand, our positioning and the way we communicate to our members and to a larger audience are central to the programme of rejuvenation and change that we have initiated. It's time for us to be even more explicit and confident in the way we express our mission. We also need to be clear about how we realise our ambition to be the premier industry facilitator worldwide for market research and champion of the excellence which is inherent with the profession. The core of our new positioning is to balance both aspects of pioneer and guardian - and this places great demands on the organisation to deliver real value and an efficient service for members and the industry as a whole.
Our focus will be to attract new members and enlarge our audience, whilst staying close to existing members in a more transparent and dynamic way and serving their interests most effectively. Active representation is a priority to ensure market research reaches and remains on the agendas of decision makers, legislators and regulators. I hope all our members and external partners will value the steps we are taking to maintain and build on our position as a world leader in the market research industry."
Frits Spangenberg, vice president: "Society is becoming more complex and diversified thanks to growing mobility and access to all kinds of media. It is increasingly difficult for large companies and governments to stay connected with their constituencies. On the one hand, leaders must follow more rules and are confronted with more restrictions, and yet on the other they encounter audiences that have set the standards of understanding compassion and service at a higher level than ever before. Simple, straightforward studies or public opinion surveys do not always uncover rapidly changing moods and habits. They cannot bridge the growing gap between those who are in positions of responsibility and their constituencies, whether they are consumers or citizens. We see a proliferation of low cost, 'quick and dirty' measurement techniques. Where do research professionals stand? Quality standards are central - but how do we ensure we get the necessary quality? This is an area of key concern for us all.
We recognise that ESOMAR is an established association for those who have proven their ability to navigate the professional research world. But, what is the potential for the future? We see that interest in association membership is declining across all industries and does not rank high among the priorities of up and coming professionals. Do we as ESOMAR want to stay where we are or do we want to open our doors to more volatile 'new, angry young men and women'. What will be the impact for the relatively stable environment of the traditional member? Perhaps a more dynamic organisation, with an emphasis on innovation, debate and controversy and a greater role in changing the balance could better serve decision makers, opinion leaders and even the general public? The discussion on opening up membership deserves much more attention in the near future. Enhancing the reputation of market research is another topic of paramount importance - but let the results speak for themselves! Excellent media relations and communication on projects and results can be very instrumental in reaching out to wider audiences, especially in the area of quality opinion research. And company testimonials - 'from the horse's mouth' could communicate our added value and contribution better than any advertising campaign."
Bron: ESOMAR UPDATE mei, 2004
