MRS urges public to turn tables on market researchers

Date: 4 March 2003

A unique initiative from The Market Research Society (MRS) and research agency SKOPOS is to turn the tables on market researchers and offer the public a chance to put them under surveillance.

On Friday, 7 March, six high-profile market researchers will be locked in a viewing facility and exposed to scrutiny via live webcams. SKOPOS Reality Research, which is taking place as part of the run-up to 'RESEARCH2003 The Thought Leadership: Revolution' - the Annual Conference and Exhibition of The MRS - will let the public survey market researchers for the whole day, and also invite it to vote for which researchers will make it through to the final at RESEARCH2003.

The six contestants - selected from over 150 nominations - will be:

Sindy Carmichael-Brown from the Ford Motor Company
Sarah Castell, project director, Flamingo
John Kelly, partner, MDL Research and former president of ESOMAR
Tariq Mirza, founder, NEBU UK
Robert Rush, executive director, PFA Research
Richard Sheldrake, founder, Perspective

Although all of the contestants share an enthusiasm for market research, their diverse backgrounds - one travelled the world as a rock singer, another played rugby for his county - should help to add spice to the day's proceedings.

In true 'Big Brother' style, throughout the day the contestants will be set a range of tasks combining mental and physical challenges. They will also be encouraged to participate in a number of specific debates to explore their views on their profession, the market research industry in general and the public's perception of it.

Broadcast via webcams, the drama can be viewed live as it unfolds at
www.reality-research.com In addition, viewers will have the chance to decide which two contestants make it through to the final stage by voting either online or via SMS or WAP courtesy of provider SPSS. The winner will be selected by delegates to RESEARCH2003 between 19-21 March.

Commented Andy Dexter, Conference Programme Chairman, "SKOPOS Reality Research is a great way of letting the public find out more about market research. Thousands of people come into contact with market researchers every day, without really understanding what they are giving answers for. 7 March is their chance to give researchers a taste of their own medicine."

Andy concluded, "This is just one of the imaginative additions to this year's MRS Conference which is helping to raise the profile of the research industry's flagship event. RESEARCH2003 has been designed to be highly interactive and, with the exciting speaker line-up and great range of sessions, looks set for its most successful year yet."

To find out how the contestants fare on 7 March, log on to www.reality-research.com from 9.30am. For more information on RESEARCH2003 or to book a ticket, please visit www.mrs.org.uk

Notes for Editors

The Market Research Society (MRS) is the world's largest international membership organisation for professional researchers and others involved or interested in market, social or opinion research.

'RESEARCH2003 - the thought leadership: revolution' is taking place at The ICC, Birmingham, between 19 - 21 March, 2003.

An accompanying trade exhibition will run alongside Conference on Thursday 20 and Friday 21 March. For more details or to book a stand, please contact the MRS Exhibition Sales staff on 020 7566 1841.

For a full Conference programme, please visit www.mrs.org.uk.

SKOPOS is a European research agency offering an integrated Internet method, panel and vision for the provision of market and customer insight. For more information, please visit www.skopos-mr.co.uk

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