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    This is the personal blog of Simon Kendrick and covers my interests in media, technology and popular culture. All opinions expressed are my own and may not be representative of past or present employers
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New MR Virtual Festival notes

I’m breaking my longest-to-date blogging absence (work-life parity should soon be restored) with two versions of the same post. This is the first.

They are related to the New MR global online conference that ran on 9th December 2010, featuring speakers and moderators across Europe, the Americas and Asia-Pacific. The event was created and organised by Ray Poynter – a long-standing, committed and energetic member of the international market research community – and his management board. In addition to the core event, various “fringe” events also took place. More info on them can be found at the 2010 Festival pages on the site.

This is the larger of the two posts, where I’ve reformatted all of the notes I made on the day and supplemented them with some additional thoughts (I’ve not yet caught up on the presentations I missed for reasons such as being asleep/exhausted, while some presentations weren’t as relevant to me and so I skipped them). So while this isn’t exhaustive, there will still be plenty of words to keep you occupied for a short while.

I’ll follow it up with a shorter post outlining my key takeaways from the day, and my overall thoughts on the event.

As this is the single longest post on this blog (circa 5,000 words), I’m taking the rare step of putting the bulk of it behind a cut (the size also means it is not properly proof-read). Click through to continue (unless you are reading via RSS) Continue reading

21st century market research

I’ve just finished reading Communispace’s latest position paper “You are now leaving your comfort zone: 21st century market research” (link points to their blog post, which in turn links to the pdf). It is unquestionably one of the best research papers I have read in quite some time.

It has to be taken with the caveat that the paper is promoting their position as providers of large-scale, continuous research communities and that the recommendations are focused around the relative strengths of this methodology. Nevertheless, I found myself in agreement with the majority of the points made.

  • Actionable: I loved the quote that it is “more important for research to be actionable than irrefutable”. It is to an extent a straw man argument, since 20th century “gold standard” techniques are still rife with bias, but I am in total support of “good enough” research. Trading efficiency for supposed accuracy has diminishing returns and with our complex multi-dimensional environments, no research can be truly predictive or offer complete accurate validation. Shifting the emphasis of debate from data quality to data application is crucial, in my opinion
  • Professional respondents: “Professional” respondents are inevitable in research, and I like the notion of accepting this and including them as “actors”. I was not aware of the ARF’s research showing that professional respondents actually give better quality results. but presume this is where professionals don’t lie about themselves in order to pass the recruitment screener i.e. they are “acting a role”. It is a good observation that, over time, it becomes harder to fake and so responses become more authentic and trustworthy
  • Openness: Transparency and self-disclosure are important measures in reframing respondents as participants. We should be moving away from treating the people we research as emotionless lab-rats. Instead, there should be a two-way dialogue. Obscure projective techniques may indeed relax people into opening up, but I believe the researcher revealing elements about themselves facilitates a better environment for open discussion. Similarly, why hide the research sponsor and leave the person second guessing (unless of course it is highly sensitive NPD)
  • Exploratory research: I also agree that the strength of research lies earlier in the process. Validating hypotheses may be important in offering reassurance, risk assessment or measurements of success, but there is a massive opportunity in terms of idea generation and creative development. I don’t really like the term co-creation but there is opportunity for collaboration which creatives and strategists should view as an opportunity to better relate to their target audiences, and not a threat (since ideas ultimately need their expertise to be worked up into viable and coherent campaigns or executions)

Inevitably, there were also a couple of points I didn’t agree with

  • Real-time: Real-time interaction and feedback is fantastic in some areas – customer service and closing a sale, for instance. Research is not one of these areas. Interpreting research needs consideration and contextual understanding; real-time can make us too trigger happy
  • Natural: As long as research uses recruitment techniques (nearly always necessary in order to speak to the right people, and the right balance of people), it will never be truly natural. “Naturalistic” maybe, but not natural

But on the whole, it is a great read and I would recommend you all to take a look at it.

A final thing that struck me about the paper was the use of a couple of quotes from industry leaders. When I read presentations, reports or papers from marketers or strategists, they are often illustrated with quotations from peers or thought leaders in the space. The research industry doesn’t really have that. The “researchsphere” doesn’t have the same vibrancy as the “plannersphere” and so the trade bodies and the trade press need to play a much more prominent role in providing platforms for client-side industry leaders to speak from. Thus far, they do not seem to be doing so. All talks and papers I see seem to be project- or sales-based; there is very little commentary on the evolution or application of research from their perspective.

sk

Image credit: http://www.flickr.com/photos/expressmonorail/3046970004/