Transcript Slide 1

VI KONFERENCJA EWALUACYJNA
WARSZAWA, 13-14.12.2010
dr DIETER KORCZAK
ESOMAR
Współczesne trendy w badaniach
społecznych i marketingowych
ABOUT ESOMAR
ESOMAR is the world organisation for enabling better research
into markets, consumers and societies
ESOMAR’s aim is to promote the value of market and opinion
research by illuminating real issues and bringing about effective
decision-making.
LEADING THE WAY
ESOMAR seeks to gather insight
and promote debate on how
market research can lead the way
to a more ethical, responsible and
creative society.
Facilitating Knowledge Exchange
Promoting Best Practice
Developing Talent
Monitoring Legislation
ETHICAL
RESPONSIBLE
CREATIVE
Professional Standards
GLOBAL MEMBERSHIP BREAKDOWN
Asia Pacific
15%
North
America
10%
Western
Europe
54%
Latin
America
6%
Middle
East and
Africa
Eastern 6%
Europe
9%
THE HEADLINES
THE WORLD ASSOCIATION FOR MARKET RESEARCH
www.esomar.org
September 2010
Global industry falls by 4.6% in 2009
Growth rate adjusted for
inflation
-4.6%
World
-5.9%
Europe
-3.5%
-2.2%
-4.6%
-10.2%
North America
Asia Pacific
Latin America
ME & Africa
Exchange rate fluctuations eliminated. IMF inflation rates
used to determine net growth.
The latest ESOMAR industry
study Global Market
Research 2010 reveals the
first decline in worldwide
research turnover since
ESOMAR began measuring
the global market in 1988.
The report shows global
turnover falling to US $28.9
billion in 2009, representing
a year-on-year decline of
3.7% and 4.6% after
adjustment for inflation; a
significant drop but in line
with expectations given the
economic downturn.
Europe was the worstaffected region in 2009;
whilst North America faced a
2nd year of net declines,
and despite hopes that
emerging markets would
weather the storm relatively
well, falls also occurred in
Asia Pacific, Latin America,
the Middle East and Africa.
These declines, however,
belie an array of scattered
results, and the report looks
beyond these headline
figures to discover the varied
challenges and opportunities
in research across borders
and disciplines; and how the
industry needs to change if it
is to seize the opportunities
that current times present.
HOW IT BREAKS DOWN
Market Size 2009: US $28,945 million
ME & Africa,
Latin America, $492m, 2%
$1,486m, 5%
Asia Pacific,
$4,480m,
15% (+1)
Europe,
$13,299m,
46% (-3)
North
America,
$9,188m,
32% (+2)
ESOMAR estimates. Rounded figures presented. Percentage point changes in market share compared to 2008 are provided
between brackets
SOURCES OF RESEARCH TURNOVER
Other
19% (+1)
• Demand from the
Manufacturing
manufacturing industries is
46% (-1)
by far the largest
Utilities
6% (-1)
• With FMCG clients in
particular accounting for
25% of global turnover, and
pharmaceutical and
healthcare clients a further
12%
Financial
services
5%
Public sector
9%
Media
15% (+1)
SPEND BY RESEARCH DESIGN
Other, 9%
Omnibus,
9%
Other
continuous,
10%
Panel, 19%
• The flexibility of conducting
research as and when you
Ad hoc, need it means ad hoc
53%
research continues to take
the ‘lion’s share’ when
turnover is broken down by
research design
PREDICTIONS FOR 2010
A return to growth in most countries
decline, 6%
no change,
10%
• The majority of countries
providing forecasts for 2009
anticipate a return to growth in
research turnover this year.
• Latin America and Asia Pacific
were very positive about 2010,
with fifteen countries forecasting
double-digit growth
Weighted predictions based on turnover
• This positive prediction is
growth, supported by a return to growth at
84%
many of the largest research
agencies 2010
GLOBAL MARKET RESEARCH REPORT
Online research continues to grow
2008
22%
Online
17%
Telephone
16%
Automated digital
13%
Face-to-face
Online traffic
Quantitative = 80%
6%
1%
Other qualitative
1%
Other
9%
2%
Online qualitative
1%
7%
9%
Group discussions
In-depth interviews
17%
5%
1%
Other quantitative
18%
12%
4%
Postal
20%
3%
Qualitative = 13%
NA
2%
7%
Other = 7%
6%
GLOBAL MARKET RESEARCH REPORT
New chapters provide expert commentary and analysis
GLOBAL PRICES STUDY 2010
• The Prices Study enables research
providers and buyers to benchmark the cost
of market research projects
• It indicates the relative pricing of different
types of projects by methodology, country
and region
• The 2010 Study will offer an opportunity to
explore the impact that the current
unprecedented market conditions are having
on global pricing
Monitoring Legislation
New Public Affairs Programme
Data Protection
New technologies and market
Research
Applicable law
TRENDS & CHALLENGES
• Draft guidelines to distinguish other activities from MR which faces growing
competition from new information providers
• Promote alignment in standards as client concern about quality growing
especially in online research
• Promote ICC/ESOMAR Code adoption to strengthen self regulation & counter
falling respondent participation & lack of trust
• Represent MR to legislative bodies eg in Europe as European Commission
reviews data privacy directive and FTC debates privacy issues incl.
behavioural targeting
• Consult & align key stakeholders to create consensus for messages to
regulators
• Accelerate initiatives to promote credibility and transparency to meet rapid
change in environment
Trends & Challenges
• Review of EU Data Protection Directive
• Quality Concerns – speed versus price
• Self- regulation - Falling respondent participation & issues about privacy
strengthen the need to demonstrate effective self regulation based on the
ICC/ESOMAR Code whilst recognising that adequate resources are
required industry-wide.
• Cross-border exchanges
PROFESSIONAL STANDARDS
To provide credible representation for the international
industry regarding legislative threats and opportunities,
working with other associations and stakeholders.
To provide authoritative guidance in professional standards
which is applicable worldwide, credible, transparent and
forward-looking.
PROFESSIONAL STANDARDS
New ICC/ESOMAR International Code
Takes into account recent developments in
technology and data protection issues and
clearly promotes the principles of ethical
and professional conduct to legislators, the
public and researchers on a global basis.
It is the only global MR code, is adopted by
all ESOMAR members and enforced by the
Professional Standards Committee through
Disciplinary Procedures.
PROFESSIONAL STANDARDS
Why a global Code of standards?
• Ensure guidance is up to-date and in line with current business practice
• Principles/ethical & professional conduct not performance standards
• Global – national guidelines for extra local requirements
• Strengthen section on privacy to state obligations more explicitly
 Differentiate / build client trust
 Confidence and credibility
 Simplify and tailor messages to target group
 Create a common set of cross-border principles – essential for self-regulation
Aligning key stakeholders
to promote revised
ICC/ESOMAR Code
Strengthening international
self regulation with a focus
on Europe & emerging
markets
THROUGH
Creating an improved
platform to promote
professional standards &
defend MR industry from
undue restriction
Updating & promoting
guidelines
The Internet has been the “muse” of
research…..
Web 1.0
Web 2.0
Web 3.0
• Online migration – driven by cost
• Penetration? Representation?
• Validity? Duplication?
• Blogs, chatrooms, wikis
• Need for MR guidance, not Control
• Web scraping…..surreptitious!
• Comparability ?
• Skype
• Communities
• Mobility
• The “collective” – not the “individual”
Research is now about…..
and no longer……
L
I
E
istening
nforming
ngaging
T
E
R
elling
xtracting
ecycling
“The way we were….”
• Old, “Research-Centric” Rules:
•
WE decide WHEN we will contact you
•
WE decide HOW we will contact you
•
WE decide WHAT questions we want answered
•
WE don’t care if you don’t have time
•
If you don’t answer we’ll just keep calling !!
Whether we like it or not….
P.E.S.T. analysis – Politics, Economics, Society, Technology
• Sampling / contact has & will become increasingly difficult
• “Traditional” response rates have & will continue to decline
• Research increasingly needs only to be “good enough”
• Penetration / usage of the internet continues to increase globally
• “New” (& mobile) communications are becoming increasingly popular
“The way it is now….”
• New, “Respondent-Centric”
Rules:
•
We’ll decide if/when you can contact us
•
We’ll decide how you can contact us
•
We’ll give you what answers we want to give
•
We don’t have a lot of time, so make it brief
•
I may or may not be truthful
•
We expect something in return
The “paradigm shift” is here…..
The Age of
Questioning
Respondents
Panels
The Age of
Listening
MROC’s
..requiring a whole new set of Quality criteria
& facilitating a whole new suite of
applications…..
QUALITY
CRITERIA
Tenure
APPLICATIONS
I.R.C’s
• Co-creation
• Length of Questionnaire
• Netnography
• Stimulus
• Neuromarketing
• Duplication
• “Me to We”
• “Good Taste”
• Data privacy!!
• Data privacy
Evaluation of market research results is still a big
challenge !
It can be done by
• Econometrics
• Customer satisfaction
research
• Comparison Forecast - result
• Long-term panel analysis
Customer Satisfaction Programme
The Key determinants
What are the Programme objectives?
Who shall be measured?
What measures are needed?
How do we source the measures?
How frequently do we measure?
How do we leverage the organisation natural point of contacts to conduct CS
programme?
Online/Offline Data Collection?
What do we deliver internally and to who?
Figure 18.1 Market research Handbook pg 353
The High Impact Research Article
By Ian Lewis
There are four areas of change
needed to transform market
research:
1. The management contract
2. The work,
3. The capabilities and
4. The execution
1. The way we work
• Creating a management contract is
breaking new ground, and will be
challenging.
• Think of it as a continuous improvement
process for how MR will operate and be
evaluated.
2. What we work on
Driving business impact for strategic issues:
• Embracing listening
• Redefining how we work with research
firms
“I spend too much time and money researching tactical issues” is a
frequent MR complaint
3. Capabilities
Talent will need to be
evaluated against the
evolving profile for
market researchers:
Mindset
Skills
Change Agent
Conceptual
Provocative
Visionary
Curious
Creative
Open-minded
Analytical
Collaborative
Problem Solver
Integrative
Storyteller
Future-focused
Relationship builder
4. Relentless execution
Research must identify rich insights that drive impact by:
• Innovating and being open to disruptive change
• Working collaboratively and integrating knowledge from
multiple sources
• Understanding the business and the company’s
capabilities
• Communicating for and provoking impact, utilising
storytelling
• Always raising the bar on performance.
Thank you !