Apr 10, 2007
Catching up with the New Consumer
Many clients don’t even realise there’s a problem
(Fred John)
WIN ‘07 Recorded during a world leader meeting, our panel discusses ways to shift MR from a profession that uses closed, carefully controlled methods of data collection to one that cedes control and spends more time listening to people as they air views naturally, and so become more attuned to the new world of consumer self-expression and empowerment
STARRING
- C. Frederic John, Research Leader, MasterCard
- Frits Spangenberg, ESOMAR President and founder, Motivaction
- Larry Brownell, Executive Director, MRA
- Philip De Wulf, co-founder and partner, The Mission House
Recorded at the ESOMAR WIN ‘07 event
ESOMAR was kind enough to reimburse travel and accommodation expenses
Timeline [15m41s]
00m00s Intro.
00m40s The curse of declining participation rates.
01m13s Who should be solving the issue?
01m52s Do clients recognise that this is an issue for them?
02m28s Client purchasing managers need educating.
04m02s Consumer behaviour is changing and this is affecting more than just MR.
05m30s Clients are not interested in methodological issues.
07m35s Solutions: client education; become respondent-focused; ceding control.
10m12s What’s involved in giving up power and control?
11m09s Overcoming vested interests.
11m58s Web 2.0 and the importance of community-building.
12m49s Will more corporates engage with consumers via blogs?
13m10s Is it time to expand MR’s catchment?
14m12s Final thoughts.
Notable Mentions
Access panels.
Blogs.
Bulletin boards.
CMOR.
Dell.
Forums.
Kim Dedeker (P&G).
Microsoft.
MySpace.
Respondent Participation Summit 2006.
Second Life.
Quotes
“This problem has been developing over 30 or 40 years, and us trying to redirect a river on a short term is not a good idea…it’s a long term project.” (Larry Brownell).
“If research is going to elevate this and its status within the corporate world then it has got to be ‘you have got to be able to bet your job on this.’” (Larry Brownell).
“…there’s a shift from boxed approaches to open approaches…people want more freedom of expression…[MR] tools development should go in the direction of listening tools rather than questioning tools.” (Philip De Wulf).
“The challenge is to let go of that feeling of power…I don’t like to be put behind the mirror as a consumer, I like to look people in the eye, to be listened to.” (Philip De Wulf).
“The way access panels are built now do not comply with the rules of community building: you are not the architect, it’s the community itself that defines the rules.” (Philip De Wulf).
“The industry is evolving faster than the profession.” (Fred John).
“You constantly have to reinvent your own existence.” (Frits Spangenberg).
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. Photos courtesy of Patrice Bondurand
Series:Events Series:ESOMAR Series:WIN07
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