Turning data into intelligence
12 December 2013

 
Some of the leaders of our industry, including our patron Clive Humby, threw down the gauntlet at an MRS parliamentary debate in November. They were arguing against the motion that ‘Big data has made market research redundant’. 

If we continue to believe that we are defined by our methodologies, they warned, then the decline of the industry is inevitable. Why? Because so many areas of data analytics are being considered as outside the fold of ‘traditional research’.

And I agree. I believe that the challenge ahead is to encompass the new language of data into our unique skill – that of understanding the customer for the benefit of decision makers. 

We need to be recognised as expert users of all types of data. 

Many practitioners are entering this space without the skills and standards that are vital for delivering usable outcomes, and we need to get them engaged. 

This is one reason why I believe Impact magazine has been so well received, and recently awarded 'Launch of the Year' by the CMA. It brings these disciplines – and their shared outcome of better understanding – together.

Speaking of great outcomes, we conclude 2013 with some cheering news – our quarterly stats (available to participating companies) show two consecutive periods of growth. By Treasury standards this means our sector should now be out of recession. 

Add to this the highest attendance to the MRS Awards ever - which showcased so much stand out work - and I think we can all feel relatively optimistic about the year to come.

So with this in mind, I wish each of you a successful and fulfilling 2014.

1 comment

Peter Barton13 Dec 2013

V much agree. Turning 'data' into client suggestions for 'action' through our 'insight'. We know a lot about statistics, analysis etc and most important, the need, in the main, for safeguarding respondent confidentiality.....particularly important for employee research. Have a great Christmas & a very happy New Year. Peter Barton

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