This week’s guest blog comes from Ian Lewis, Director, Research Impact Consulting at Cambiar. Ian was an MREB member when he led the Consumer Research & Insights team at Time Inc. To weigh in on the future of research, take the survey here.
Think back 10 years. No broadband, no social media, no smartphones, no LED TVs or DVRs, no iPads. And who had heard of MROCs, neuroscience, consumer listening, crowdsourcing, or virtual shopping?
Now think ahead. What will this decade bring? Common predictions include the “digitization of everything” and a “river” of information. There will be enormous innovation in research methods. And the C-Suite is demanding that Market Research be a partner in driving growth, not just a risk reducer. If that’s not enough, the global economic landscape will change fundamentally in the decade ahead as China approaches the US and Europe in GDP, and growth for US and European companies comes from beyond their borders.
Market Research is facing a strategic inflection point (with a nod to Andy Grove in Only the Paranoid Survive), and the need to get ahead of the changes has never been greater.
What’s needed for the industry to seize this as an opportunity, when ignoring it could lead to Market Research becoming disintermediated and irrelevant? And what are the challenges and opportunities for today’s market research practitioners?
To address these questions, my partners at Cambiar and I are fielding a Future of Research Study to both client and agency researchers. We will address macro events driving change; the future of the research function; and enablers and barriers to success. The study design has been informed by online discussions, a brainstorming session with industry leaders, and MREB’s Business Impact Diagnostic.
Our insights will incorporate the perspective of thought leaders who have addressed the future of research and include a perspective from CMOs across a wide range of industries. We will paint a picture of market research in 2020, together with the talent needs, enablers, and barriers to success.
We need your help to paint the picture as seen by market research practitioners in client organizations! Participants will receive an executive summary as our thank you. The Board will be analyzing member-submitted data as part of its ongoing study of Market Research’s business impact, so your contribution will make those resources more relevant and valuable for you. Click here to participate. Thank you!