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Technology increasingly vital to MR, say Conference-goers
Following last week's sneak preview of our 'Hours and pay in MR' survey, DRNO continues its summertime navel-gazing with the help of a series of video interviews conducted by Vox Pops International with delegates at the recent MRS Conference, and based around a SWOT analysis for the UK research industry.
The interviews aimed to find out what attendees perceived to be 'the market research industry's key strengths, weaknesses, opportunities and threats at present; to ascertain the current and future impact of technology on the industry; and to obtain general predictions about the future of market research'. Still in evidence are the old chestnuts of 'needing to be more commercially focused' and having a poor public image based on clipboards. There are also new opportunities, however, many of which hinge upon good use of technology.
Quality of people is seen as a key strength of the industry - researchers see themselves as 'adaptive, embracing change' and able to use new technology. They are 'becoming more commercially focused' and succeeding in 'getting clients closer to their customers'. There is seen to be some progress in 'integrating market research into the marketing process' but more work needs to be done here.
Weaknesses relate to lack of assertiveness and inability to get the message across about how useful we are or the full extent of what we do. Researchers are seen as too inward-looking and some of them are resistant to change.
Several key points emerge about the impact of technology on the work and outlook of these researchers:- online surveys and new data analysis software packages are improving speed of data collection and delivery, and enhancing the information researchers provide to clients
- company intranets are seen as a great way to spread research findings
- multimedia technology will be increasingly important for collecting, analysing and delivering results
- Previously 'technophobic' researchers will have to make more use of existing and emerging technologies as they become ever more established in the business world.
However, too much emphasis can sometimes be placed on technology - it is the people involved in research who are crucial. There is a growing need for researchers to multi-task, learn new skills and increase their importance and effectiveness for businesses.
Videos of material from the interviews are available online at www.voxpops.co.uk/mrs2003/mrs2003.html
Editor's note: Client side researchers who are interested in the role of technology in research may like to note that ORC International are hosting a free session entitled 'Is this the end of research as we know it?' run in the form of a trial and aiming to decide whether technology has removed the need for the researcher, on Thursday 10 July. For more information, or to book a place, please contact Ralph Risk on 020 7675 1058, or book on-line at: www.orc.co.uk/orcuk/newsevents/Seminars/EventProgramme.htm
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