“I always feel that companies billing themselves as entrepreneurial researchers is self-defeating…we like to bill ourselves as good researchers” (Jem Fawcus)

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John Kearon, BrainJuicer EXCLUSIVE  In the final ESOMAR preview podcast, John Kearon of BrainJuicer convenes a roundtable with two senior clientside researchers and three from the supply-side, to discuss ways to inject entrepreneurism into the industry and improve the innovation, creativity, relevance and vibrancy of research

 STARRING 

Learn more about ESOMAR Congress ‘06


THANKS
A huge thanks to John Kearon and his roundtable guests, and to Véronique Jeannin, director general of ESOMAR, and her team for their help in producing these podcasts.

QUOTES
“[companies] say that they want consumers at the heart of the business but…that’s not necessarily the case with lots of brands.” (John Jennick).

“There’s lots of agencies out there that claim to be doing research in an entrepreneurial way. But if you look a bit closer, it’s dressing up old methodologies in new clothes and trying to pass them off.” (Alistair Millar).

“I’d like to see research being used as a way to drive continuous business improvements.” (Gary Schwartz).

TIMELINE [32m10s]
00m00s Introduction to the roundtable guests.
02m58s Examples of entrepreneurial behaviour and the notion of the ‘Red Pill’.
06m33s The rationale for encouraging research to be entrepreneurial.
08m40s The plague of conservatism.
11m14s How conservatism almost derailed the Axe (Linx) Click campaign.
12m50s The value of self-belief, passionate commitment and evangelism.
14m40s Is the industry Blue or Red Pill? Does it matter?
16m52s The value of a strong clientside insight function to encourage risk-taking.
19m08s The imperative for the industry to change.
21m13s Risk-taking: the panel share their biggest mistakes.
25m55s Final thoughts and hopes for the industry.
29m48s Future ESOMAR podcasts.
30m27s A few words from Véronique Jeannin, Director General of ESOMAR.

Music Theatrimus from the PMN

Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress06

 
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