The Way Forward

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The Way Forward
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Future Challenges

• Consultation Advisory Board (Spring 2004)
• Highlights ESOMAR 2010 Industry Study
• Activity Planning Agenda for
  Action?

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Consultation Advisory Board (Spring 2004)
Priorities WIN Activity Planning Industry
Representation/Standards Improving the
Value Perception Education/Skills and
Competences Exchange of Experience/Best
practice Also strengthen cooperative
effort/network!
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Vision 2010 Industry Project (ESOMAR 2004)

• MR Industry Developments Medium Term?
• Role of Facilitating Organizations?
• How to Serve Industry Effectively
• Multi-Phase Project incl. World Online
  Survey
• Sample n1350
• Members/Non Members
• Providers/Clients
  

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What will happen?MR trends in the next 5/10 years

• Clients will require far more creativity and
  business intelligence from providers
• Internet research will continue to
• revolutionise the business
• MR will become more important because
• of greater incorporation in companies
• strategic planning
• There will be much more data available
• from different sources
• Respondent cooperation will dramatically
• decrease
• MR data will be more integrated with CRM-data

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Will clients be operating in the blind?What
will be the most serious threats next 5-10 years?

• Missing skills to recognise the difference
  between good and bad quality of research by
  clients
• Decreasing response rates
• New competitive sources for information
• Other parties adding value to market research
  data
• Government regulation and legislation
• New market research companies that
• leverage the internet

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Success of MR industry in the future?Key factors
will be.......

• Understanding business and domain specific issues
• Recruitment and training of a new
• generation of researchers
• Standards of performance/quality standards
• Different/additional requirements for
  professional skills
• Promotion of the industry/raising the perception
  of the industry
• Exchange of best practices
• Respondent rates
• Newer types of analytical tools

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Future Challenges?

• Advisory Board 2010 Project
• Quality Standards Making the Difference!
• Skills and competence The Search
• Improving perception of MR
• - Heighten Business Value
• - Contribution to (Senior) Management
• Orchestration and cooperation

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1.Quality Standards Proposal Planning
Programming ProcessInitial Selected Priorities
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MR Professional Performance StandardsPlanning
Programming ProcessProposal(From Excelsior
Workshop June 2004)
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EXCELSIOR Workshop1. Introduction

• Rapid change in MR industry scope,products
  services and ways of working(from data
  collection ? organizational decision making).
• Growing legislative interest and attention.
• Impact Consequencesfor codes guidelines?

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EXCELSIOR Workshop2. The Issue

• Over recent years a patchwork of approaches,
  codes, guidelines, etc. was created.
• Risk of further proliferation /
  confusionfragmented efforts, slow progress,
  duplication.
• Leaders need for visible, clear singularity
  ofhow the industry behaves performs globally
  with respect to key issues(one industry,
  one set of standards, one voice).
• ? EFFECTIVE ALIGNMENT (FACILITATING) ASSOCIATIONS?

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EXCELSIOR Workshop3. Need for Harmonization

• Direction for improvement
• Implement a pro-active, joint standards creation
  process
• Better time window management
• Combination of scarce resources/teamwork
  concerted effort
• Quality, efficiency, effectiveness
• Joint ownership (avoid NIH , fragmentation and
  proliferation)
• Ease of communication
• gtgtgt Industry Alignment, Build on Strength/
• On What Unites PPP Approach

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EXCELSIOR Workshop4. Proposal The Way Forward

• Objective set up a (future proof) process
  of creation of standards of performance
• codes
  guidelines for the worldwide MR industry.
• Strategy install a joint industry
  platform starting point house of
  quality agree on joint approach
  implement a planning programming process
  (PPP) key characteristics ? ex ante,
  upfront ? common, endorsed ?
  combining resources ? efficient, effective
  

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EXCELSIOR Workshop5. PPP Working Definitions
Planning An ongoing (monitoring) activity for
collecting and analyzing input from MR
industry (scope, products services, data
collection methods, ways of working,
etc.). Programming Setting priorities and making
decisions to generate programs that focus
on developing specific codes, guidelines,
etc. within framework house of
quality. Development Project activities to
draft, develop, and seek approval for specific
assignments. Release Introduction,
communication, Implementation of standards of
performance as prepared
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EXCELSIOR Workshop6. Set Up of the PPP /
Realization

• Main building blocks
• WIN Joint industry platform supervisory
  role
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  reviews/decides on plans programs.
• PPP Core Team carries out planning
  programming role prepares proposals for
  WIN oversees project activities reviews
  and reports composition WIN facilitators
  representatives other associations.
• Project Activity Ad hoc working
  groupsTeams variable composition depending
  on specific issues / topics

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EXCELSIOR Workshop6. Set Up of the PPP /
Realization

• Specific Observations
• Success of the approach will depend onactive
  involvement / commitment associations(cooperation
  support for delegation of tasks).
• Better communication on paramount importance
  ofcommon standards of performance a key
  prerequisite.
• PPP Core Team Project Activity Teamsto operate
  business like performance orientation,focus
  timelines.
• PPP Core Team ESOMAR/PSC to act as
  secretariatrespecting interest of key
  stakeholders and other industry players
  composition t.b.d.

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EXCELSIOR Workshop7. Key Elements

• Overall process
• Template for future subjects
• Structure for contents
• Drafting the text
• gtgtgt Detailed process descriptions available

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Excelsior Workshop

• Main outcome
• - consensus on intensifying cooperation
• - agreement on implementation PPP
• - initial priorities selected
• Follow up
• - propose and seek approval at WIN (
  September)
• - implement as from September onwards

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Initial Priorities
Focus on external relevance! - Sensitive Topics
sample kids issues tobacco/alcohol Others
obesity, race, immigration.and polling -
Collecting, handling and using personal data
(incl. auto dialers, data collect/ export cross
border) - Guideline on Internet/Access Panels
(legal, ethical aspects standards fitness for
purpose)
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2.The Talent Education, Skills Competence
Focus Universities Major Business
Schools Post Academic
Programs Leading Edge
State-of-Art / Decision Support
Managers of the Near Future
gtgtgt What can be done
together?
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3.The Value Perception

• We have an unique profession
• There is a need to heighten the business value!
• How to enhance the perceived contribution
• -society
• -business (
  management/marketing etc)
• Emphasis outside world
• senior
  levels
• concerted
  action