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A sizzling discussion on whether and how the industry needs to change

 STARRING 

• Steve Wills, co-founder, Customer Insight Solutions
• Luke Perry, RSMI

PODCAST
Steve Wills is a man on a mission. Along with co-founder Sally Webb at Customer Insight Solutions, Steve believes that research agencies need to do much more if research is to be taken seriously in the boardroom.

And he should know. Steve manages of forum of 20 diverse client organisations where he directly hears about the challenges of using research to drive key business decisions.

In this conversation, he makes an empassioned plea for agency researchers to adjust to the changing paradigm by thinking and behaving more commercially.

But he doesn’t just believe that the obligation rests on researchers. He has some choice words for the Market Research Society (MRS) which he believes needs to become a more active catalyst for change.

Also joining the discussion is Luke Perry, a young researcher at management consultancy RSMI. Luke won a slate of awards at Conference 2005 and holds passionate views on the industry. Luke and I act as counterpoints to challenge Steve’s suggestions.

Please let us know what you think of this podcast.

TIMELINE [25m28s]
00m00s The need for change.
02m28s What research users want.
03m14s Building consultative skills.
04m21s Being a credible consultant.
05m50s It’s simpler than it seems.
10m26s The commoditization of research.
12m21s Always a place for commodity suppliers.
15m11s Clients have already started to change.
15m44s Market forces and the Internet are driving change.
18m10s What researchers should do.
19m08s The need for an industry champion.
21m02s The role of the MRS.
22m31s The positive impact on company valuations.
24m32s Is any agency following this approach?

QUOTES
The demand for better research: “The demands made on insight teams are increasing…it’s no longer a prerequisite that you know alot about research…[the job is to] communicate findings within an organisation.”

Agencies need to change: “Most agencies have an aspiration, they want to be advisors…when in actual fact they just are providing data.”

The need to update skills: “If agencies want to carry on doing what they’re doing, and be as successful as they currently are, they are going to have to master these skills.”

On the new manifesto: “Research agencies have got to start looking at how to drive value, rather than how to provide research.”

On talking pounds rather than percentages: “In terms of setting priorities, you do not have to be a financial expert…and CEOs will love you for it.”

On the potential for conflict with management consultancy: “…management consultancy is a different skill…but it doesn’t mean that we shouldn’t have consultative skills…and it certainly doesn’t mean that there isn’t alot of work that management consultants do that we shouldn’t be doing.”

On the need for someone to champion this change: “I would hope that with people like Simon Lidington, now chair of the MRS…he is the sort of person who certainly believes in these things.”

On the role of the MRS: “…but I do think some serious questions do need to be asked of the MRS because of what their role is…the world isn’t about just research any more.”

Music Theatrimus and The Blue Mile from the PMN

Thanks to KD Consulting for sponsoring this podcast.

Series:Sponsored