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Events |
Same Business, Different Issues: A big event for a big anniversary
There were lots of new faces, from a variety of companies, plus those looking to move into research. Some were from small teams or else established and specialised teams, looking for some outside ideas. They found the talks interesting, especially learning from the experience of such high-profile companies. It was particularly good to contrast the client and agency perspective in one meeting, and this is something we will look to do again in future meetings. Same Business? Both Jeremy and Mike talked about doing the right work: Jeremy said there's a need to do the right projects, the ones that either (a) deliver the most benefit to the end consumer or (b) are for the people who will do most with it, ie are likely to listen, and/or have a track record for delivering. Mike pointed out there's a need to focus on agencies adding value in the right way to suit a client's needs, eg some clients want insight and consultancy, and that's often seen as the most interesting work and the working relationship we should aspire to; but some just want reliable data, so the value is added by asking the right questions in the first place. Different Issues? Jeremy recommended delivering a steady stream of 'little gifts' - ideas to help the organisation do better (eg make money); and that of the three things client research teams do (1 - ensure it's the right work; 2 - the work is done the best it can be; 3 - it needs to be heard), getting the research heard can be the most important and take the most effort. He spoke about the push (measurement, ensure compliance) and pull factors (get people interested and believing the insights, hence motivated to do something about it) and acknowledged in response to a question from the floor that you often have to combine both, depending on the people and the situation. Mike cited the lift test as an essential skill for researchers: be
able to explain the main points in the minute or so it takes to ride
the lift from the 1st floor to the 10th floor with the chief executive.
Mike suggested agency researchers are often better at the push factors:
the science, the measurement - but that they need to get better at the
pull factors and communicate their findings in an exciting way. Ruth Buchanan and Sue Cardwell, R-Net |
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To
celebrate R-Net's 1st anniversary, our most exciting event to date took
place on 27 September in the gorgeous setting of the RSA. With Mike
Everett (MD, MORI), as well as Jeremy Garlick (Head of Consumer
Insight, Sainsbury's) speaking, it was sure to be a popular event.