Marketing Research Professionals VS Consumer Insights Professionals
In 2005 I had posted a question on a blog about the growing trend of referring to market/ing research as “consumer insights”, subsequently I noticed a discussion on the subject on the marketingprofs blog.
Since then I’ve noticed several other names being thrown around with greater frequency. What I think used to be called marketing research is being called everything from: Consumer Insights, Competitive Intelligence, Business Intelligence, Business Research, Management Consulting…
What’s more interesting is that to me at least, a ‘consumer insights manager’ is the exact same thing as a ‘marketing research manager’ yet I’ve had people get upset and correct me when I have used the incorrect term. Silly I think?
The explanation you sometimes get if you probe is that “insights” puts the focus on the “actionable summary” of the findings. I don’t buy it, potatoe, potato, tomato…
Perhaps if the name was changed to “Business Analytics”, to go beyond just primary data collection through surveys, focus groups and scanner data, to include other streams of data (what Anderson Analytics is doing), then I might agree that there is a real difference. Unfortunately it seems the majority of market researchers/consumer insights professionals think the value lies in quickly turning survey banner tabs/tables produced in India for junior analysts in the US into bulleted executive summaries on 2 PowerPoint slides = “insights” (sad but true).
I think perhaps from now on if someone asks I’ll start calling myself a “Business Analytics Professional” or “Information Advantage Professional”. Would anyone know what that meant though?
For companies who understand it’s about leading through analytics, regardless of data source, and leveraging data across sources is where the real information advantage can be gained, stand to benefit greatly. As of now this task is most often left to IT professionals, who can reroute and combine the data. Unfortunately IT professionals do not have the analytical skill set or training to leverage the data for “actionable insights” once combined.
Does anyone know any other trendy names? What are your thoughts on this, what do you call yourself?
5 responses so far ↓
1 anonymous // Mar 22, 2008 at 12:26 pm
Interesting Blog/topic.
Well I agree, consumer insights and marketing research are the smae thing, I’m not aware of any difference.
But I think management consutling is different. It’s got a broader scope. Not just surveys and focus groups…
2 Joe The Simple Marketing Consultant // Mar 22, 2008 at 1:27 pm
I believe the Marketing Research title is broader, the consumer insights title is more brand oriented, i.e. client side managers would be more likely to take it then supplier side managers as it may lean more towards qualitative research and indicates the knowledge learnerd from working with one specific set of customers over time.
The AMA’s ‘Dictionary of Marketing Terms’ defines Consumer Market Insight as “- An in-depth understanding of customer behavior that is more qualitative than quantitative. Specifically, it describes the role played by the product/brand in question in the life of its consumers — and their general stance towards it including the way they acquire information about the category or brand, the importance attached to generic and specific values, attitudes, expectations, as well as the choice-making process. It refers to a holistic appreciation, which used to be traditionally split by market researchers and brand managers as qualitative and quantitative research.”
Though there is no definition for a ‘consumer Insights Manager’ they do have one for marketing research manager: “- This manager is responsible for providing professional research services to executives who require objective and timely market information to assist with planning, problem resolution, and decision making. Normally the marketing research manager reports to the marketing manager. In larger companies, however, there may be multiple marketing research managers reporting, for example, to the corporate marketing or strategic planning executive, to division managers, and to the research and development director. Comment: The types of research carried out will vary by type of company, industry, and the organizational unit to which the manager is assigned. With the growth of computerized data systems and the availability of outside marketing research organizations that report repetitive market data, the marketing research manager assembles the information needed for a particular problem and, when necessary, directs the development of information that must be obtained via special studies. The typical marketing research manager works with a small staff and uses outside research firms to carry out all or parts of field studies.”
3 Market Research Project Manager // Mar 22, 2008 at 1:30 pm
Right, this topic was discussed on:
http://www.marketingprofs.com/ea/qst_question.asp?qstID=9434
I think they concluded “…it will be another example of a discipline aiming to get away from its image by changing names…”
Personally I’m a Market Research Project Manager but would very much like a new title
Any suggestions?
4 The MineThatData Blog // Mar 22, 2008 at 5:38 pm
Sometimes you wonder what your department should be named. http://minethatdata.blogspot.com/2008/03/customer-modeling.html
5 Market Researchers, Who are We? // Mar 25, 2008 at 7:47 am
[…] Market Researchers, Who are We? […]
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