Apr 4, 2007
Embracing the New Competition
If the industry doesn’t have an image of being dynamic, of being creative, of moving with the times, then it won’t be able to recruit the right people and it will find that it becomes devalued over time
(Mark Whiting)
WIN ‘07 Recorded during a world leader meeting, Tony Cowling and Mark Whiting talk about the need to focus on the competition outside the traditional MR sector as a way to leverage growth, maintain relevance and inspire users
Listen to other podcasts featuring Mark
STARRING
- Tony Cowling, President, TNS
- Mark Whiting, Head of Marketing Intelligence, Moët Hennessy
Recorded at the ESOMAR WIN ‘07 event
ESOMAR was kind enough to reimburse travel and accommodation expenses
Timeline [12m00s]
00m00s Intro.
00m29s MR is barely growing.
01m08s Clientside shifts.
01m39s Should the definition of a MR firm be expanded?
02m22s New sources of business intelligence and inspiration (data mining, neuroscience, philosophers, art experts).
03m54s Conventional research is not sufficiently inspiring.
05m09s Researchers needs to become more specialist.
06m15s A fundamental shift in the way researchers are hired and trained.
06m46s Consumers and marketing have changed.
07m31s Redefining MR by clientside spend.
08m32s The need for innovation and entrepreneurism.
09m30s Can researchers really inspire?
10m28s The debate has started…
Notable Mentions
Co-creation.
Competition.
comScore.
Data mining.
dunnhumby.
Experian.
Forums.
Industry growth.
Innovation.
Neuroscience.
Tesco Clubcard.
User generated content.
Quotes
“We have to understand why companies like Moët Hennessy are changing their spend because they’re telling us ‘I want new sorts of information and I can get it elsewhere’.” (Tony Cowling).
“We thought the best people to help us on competitive intelligence were journalists…” (Mark Whiting).
“It’s just that it’s very very hard now when you’re an internal researcher to constantly create interest in market information data. The marketing teams are very busy. They don’t necessarily want to give up precious time within their day to come and listen to information that isn’t immediately relevant or inspiring.” (Mark Whiting).
“If something becomes less valuable and easier and cheaper then your other skills have to become more important.” (Tony Cowling).
“One of the challenges for marketers…is that we need to be there listening to consumers. We can’t just rely on a passive interviewing technique now, we need very much to be treating the consumers as partners. So, co-creating new products, co-creating new ideas, and have a much closer relationship with them.” (Mark Whiting).
“We are short of people in the analytics and interpretation area simply because it’s become more important…” (Tony Cowling).
Music Theatrimus from the PMN
Thanks to Anna Alu, ESOMAR, for her help in producing this podcast, and to Diane Bowers, CASRO President, and Jo Bowman, freelance media and marketing journalist, for their dulcet tones in the intro and outro
Series:Events Series:ESOMAR Series:WIN07
Series:Leadership
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