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MR Industry Should 'Be More Business-Focused'
Market research would benefit if it were more business-focused, according to the newly elected Chairman of the British Market Research Association (BMRA), Peter Jackling.
In a recent interview in MR Business, the BMRA newsletter, Mr Jackling says, 'Perhaps 'market research' is not the right name for our business. It doesn't highlight our contribution to business intelligence. Nonetheless I don't think we should move too far from our roots. Understanding good representative sampling, and proper questionnaire design principles, for example, is part of our value. We must not forget the aspects of research which make it a valuable profession.'
Mr Jackling succeeds Ivor Stocker, and as a past ABMRC Chairman and MRS Deputy Chairman, has many years' experience. He also started the cross-industry bodies for Marketing Market Research and Data Protection, and is a firm believer in further cooperation within the industry. 'The cornerstones of BMRA remain promotion, quality standards, representation, and professionalism. I aim to continue the good work done since the formation of BMRA, and particularly the consolidation we have seen in the past two years. We will promote the research industry and specifically its members, and the benefits of their adherence to quality assurance and professionalism.'
According to Mr Jackling there are distinct internal and external roles for BMRA. The main objective of the internal one is to provide membership services in order to help members run successful businesses. Externally, BMRA is actively involved in legislative issues covering three essential areas: monitoring, lobbying and advice to members. His vision is also two-pronged: externally, to improve the perceived value of research and the professionalism of BMRA companies and internally, to foster closer involvement with members and more co-operation with all elements of the market research industry, including clients. 'We have a lot to learn from each other. And we often forget that many of the activists in the industry are involved with the MRS and BMRA, as well as with other bodies. They are the same people.'
Looking to the future, Mr Jackling believes that while the MR industry is 'quite lively at the moment', it should be accepted that it would go flat. 'The double-digit growth we have experienced for the past seven years is unlikely to return quickly, but UK performance is better than in many other countries. The biggest growth area here is the public sector, which is expected to do research to show customer satisfaction and best value.'
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