ESOMAR Congress

What We Learned at ESOMAR Congress

The following is a guest post from Steve Henke, 20|20 president, who was in Amsterdam earlier this week for the ESOMAR Congress. Here are his thoughts from the last two days of the conference:

Days 2 and 3 at the ESOMAR stayed busy… though everyone seemed to get a later start on these days. Clearly, many of the delegates were taking advantage of the evening social activities and just Amsterdam itself (which, by the way, is an incredible city!).

What we heard in the booth stayed consistent with the the first two days… “We’re interested in online qual and know that it’s time to get involved.” In fact, when I got back to my office this morning, there were already several messages from attendees at the Congress – anxious to get started with us!

Interestingly, the content of the Congress didn’t really reflect this sentiment. There were only a couple sessions covering either online qualitative research or mobile qualitative research. I thought that was odd. The hot topic was gamification – using game-playing to engage participants at a higher level. Seems to me a little like putting the cart before the horse.

But all in all, it was a good and valuable 4 days. Next year’s Congress will be held in Atlanta. We’ll see you there.

Conferences Show DIY Market Research on Everyone’s Radar

Everyone wonders about the impact of DIY (do-it-yourself) market research. However, the proliferation of easy-to-use and inexpensive tools on both the qualitative research and quantitative research sides leave little doubt that DIY research will grow.

A couple of weeks ago at the ESOMAR Congress in Athens, we noticed organizations attempting to better understand the depth and speed of DIY proliferation. This week at the AMA Marketing Research Conference in Atlanta, a session on DIY research was one of the best attended break-out sessions. In addition, when talking to end-user “client” researchers, I notice that they show a high level of interest in easy-to-use solutions that allow them to save their budget and conduct more research.

Currently, most researchers think of DIY as “fast and dirty” Zoomerang surveys or maybe a large community that they can access themselves. However, DIY will grow into many other methods as social media gets easier to access, qualitative research software becomes simpler and mobile qualitative research grows.

Everyone is anxious about this trend. Research firms worry about the amount of business they may lose. End user research teams wonder how much more work will be added to their workload, yet they also see opportunities for broader research capabilities on limited budgets.

So, a significant trend to watch is the spread of DIY research and the support it gains (or loses) among the various industry players who have skin in the game.

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