Networking: The answer to MR’s problems

(September 2005)

At R-Net’s Agenda for the Next Generation talk in August, young researchers bemoaned a lack of co-operation across the MR industry. Many research firms can be very insular, and those working client-side feel they have even less contact with the wider world of research. The message is clear – more cross-industry cohesion is needed.

The benefits are both conceptual and concrete. On one hand, we need to speak with one voice if we are to get our message across to the best potential recruits and to the widest pool of clients. Research currently has a nebulous image; when we tell people what we do, the common reaction is a blank look. Only by communicating together can the industry move past this.

On the other hand, embracing networking has very tangible benefits for all levels of researcher. As a Senior Partner of a major research agency told us: “It is a huge benefit for them [young researchers] and for us to have new researchers exposed to new ideas and ways of working…Without it we just teach them what WE know when it is much more fruitful if they add as well as take.”

At R-Net’s recent Networking event Stephen Bairfelt, outgoing Chair of the Independent Consultants’ Group and proponent of networking, shared what he feels are the vital gains to be had. Young researchers at the event discussed how networking in MR means we can add more to our enterprises, we can practise job skills in a 'safe' environment, generate new insight, share best practice, and even develop new offerings or enhance existing ones.

But there are obstacles to overcome. Organisations, particularly agency-side, are protective of their ideas, and even more protective of their staff. And it’s not easy, as Stephen pointed out – a lucky few are natural networkers, the rest of us have to work at it.

Both reluctant networkers and novice network facilitators can benefit from following a few simple guidelines compiled by Stephen.

DO

Be friendly
Be open and honest
Try and mingle
Be interested
Ask lots of questions
Be helpful
Maintain eye contact
Be prepared to be the first to give something away or impart some information
Introduce people to each other whenever possible

DON’T

Be forceful or pushy
Look disinterested or bored
Arse-lick more senior people (this is usually very easily spotted)
Get personal (unless you know the other person very well)
Share confidential information
Bitch about anybody – word gets around our industry very quickly
Bad mouth a client or supplier
Avoid networking events just because you don’t think you are going to know anyone

So what’s the next step? Ideas coming out of R-Net’s Networking event include a 'speed networking' event where young researchers can put their thoughts to industry heads and vice versa – an idea R-Net promise to consider for their 2006 calendar.

What about the bigger picture? R-Net and other research networks offer good opportunities to practice networking with our peers. But we also need to put those skills to use in the world beyond research – let people know about how great research is as a place to work, as an organisational tool, as the voice of individuals to their elected representatives.

Sue Cardwell, MORI

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