Just like children across the globe, there are things market researchers want for Christmas! So considering experiences garnered from 2011, here are three things that market researchers would like for Christmas this year:
Removal of Negative Research PR
In a society where data is a powerful tool, it is common for research to make the news. Unfortunately, 2011 was not a good year for research PR. The 2011 Census garnered many negative headlines regarding length, cost and its ‘real value’. David Cameron’s Happiness Index also created a wave of negative PR regarding cost, validity and predictability of findings. Negative media reports regarding research can cast a shadow over the whole research process. How can this be prevented in 2012? This is largely the responsibility of The ONS – their work is published to an audience of millions, so any issues regarding research design and validity should be quashed prior to publicising elements of the research process – saving government (and market) researchers the burden of negative PR.
Do-it-Yourself but Do-it-Properly
In recent years research agencies have feared the growth of DIY research tools such as Survey Monkey. Now, with more advanced DIY packages available, DIY surveys in the research community are widespread relative to their penetration 5 years ago. To those using DIY surveys, when designing such studies and reporting the findings, do so in a manner akin to professional researchers – by seeking guidance if needs be – this will not only enhance the quality of the research you are doing, but also uphold positivity about the research process whilst giving DIY research more credit.
Licence to Experiment
2011 has been another breakthrough year for research technologies – gamification of research has grown in popularity, infographics have become widespread, 3D research technologies have improved significantly and social media research has continued to go from strength to strength. However, the widespread utilisation of these approaches has been held back by reluctance on the part of research buyers to invest in methods ‘beyond the norm’. If research buyers could share the experimental mentality of agencies in 2012 the benefits of new, engaging and innovative methods can be pushed to the limelight whilst delivering relevant insights.
So what would be the net result of Father Christmas giving these gifts to market researchers?
- Research will have a better public reputation as being an outlet able to provide robust and relevant insights with a choice of professional, innovative tools or simpler, but still effective DIY options
- Effective DIY research would become prevalent – at no expense to the reputation of professional researchers
- Research can show its innovative ways to research buyers – whilst attracting potential research users in the process
These might be a bit more sophisticated than the rumoured 2011 top present (a ‘Doggie Doo’), but what’s the harm in asking….
Tags: 3D research, census, DIY research, gamification, infographic
Copyright © 2011 Northstar Research Partners
