Feature: MRS Backs International Co-operation

MRS Chairman Simon Lidington talks to DRNO about the challenges facing the organisation and the industry, and about the recent decision to join the international association of MR associations, EFAMRO. Today, the prospects for international co-operation; tomorrow a look at the MRS' domestic plans.

Lidington took over as Chair of the MRS on the 1st of April 2006, the day the BMRA merged with the Society, so it's no surprise to find that the former UK CEO of Research International is an advocate of the idea of MR associations working together. Combine this with his stated intention when he took up the role to put the MRS on a more international footing, and its recent decision to throw its weight behind EFAMRO, an international association of MR associations, seems only logical.

However, Lidington says the decision was 'not quick and not easy'. A number of policy differences remain, including the organisations' views on the extent to which companies' conduct should be regulated or self-regulated, and the definition of research itself. In the end, EFAMRO's use of words like 'scientific' proved to be less of a stumbling block than seemed likely: 'we're probably closer than we thought' says Lidington. The arguments in favour of joining proved too strong, including a desire to look to the future and to help companies struggling with different standards in different global markets. 'We wanted to be inside, influencing, not on the outside looking in', as Lidington puts it. 'To bring the knowledge and know-how that we have to influence and help the industry worldwide'.

At present, there isn't a wholly obvious platform for sharing research ideas worldwide. Like ESOMAR, EFAMRO is based in the Netherlands and has European roots, down to the initial E in its name – but just as ESOMAR has for several years now been the 'world organisation for research into markets, consumers and societies', EFAMRO has recently widened its remit outside the continent. It now includes the national associations of Turkey and Mexico as members, in addition to Belgium and the Netherlands, Sweden, Hungary, Portugal and the big 5 European economies.

Because of these parallels, and EFAMRO's origins, some will no doubt interpret support for EFAMRO as some kind of split with ESOMAR, but Lidington says this is not the case. 'We should be clear about the relationship with ESOMAR. This doesn't mean we are distancing ourselves from them. We haven't 'chosen EFAMRO over ESOMAR' – for starters, because there is no way at present that we can join ESOMAR. The existing structure doesn't allow any representation for national organisations. Joining EFAMRO was something that we could do.'

So, joining was a practical move, a way in which the MRS can work right now towards international co-operation in the research world. Lidington hopes to see the next year or so establish the relationship with EFAMRO as 'a co-operative and constructive partnership'. This includes standards: 'in the ISO area there is a lot to be done with the standard just established [in March 2006] – introducing it into different markets and getting people signed up to it.' Lidington is realistic about the differences between approach in different countries and regions which make this a challenge, citing the different definitions of respondent confidentiality in the US and Europe as an example.

It was also done with a longer-term perspective. 'My personal view is that there are too many bodies representing the industry internationally' says Lidington. 'A similar problem exists within the US with a lot of different organisations which compete with each other for members. But MR is now a global industry and we need to be thinking globally about representation.' He even suggests that EFAMRO and ESOMAR might eventually look at a similar move to that made by the BMRA and MRS – in both cases, the two organisations had different types of membership, but this wasn't an obstacle for the UK bodies. 'There's nothing to say they couldn't do it, encompassing both membership structures within the one organisation'.

All this may be some way off, however, as are hopes for any genuinely worldwide body. Lidington agrees with comments by EFAMRO's Lex Olivier that the US and Japan are likely to remain outside the organisation for the time being. 'I don't think EFAMRO are truly international [ie beyond Europe] yet' says Lidington, adding that the MRS can play a part in helping EFAMRO 'work on' the other big MR nations – and build itself up to a position where it can realistically accommodate them.

Tomorrow we conclude with a brief look at aspirations for the MRS itself, its UK membership, and representation of client side researchers and those currently on the fringes of the profession.

The MRS is online at www.mrs.org.uk , ESOMAR at www.esomar.org and EFAMRO at www.efamro.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.