I was asked by Research World magazine again this year to look into the differences between senior level marketing executives and senior level market researchers from the annual study Anderson Analytics conducts with Marketing Executives Networking Group.
One big surprise, market researchers were less likely to view social networking (LinkedIn and Facebook etc.) as important! That’s a bit sad, but good for my company as we are embracing it fully. It’s wonderful to get ahead and know it.
On another note, market researchers were more likely to engage in off-shoring, though this year they are now equally down on it from a frustration/quality perspective. Here too, I stopped all off-shoring four years ago, so Mumbai/Bangalore stop calling us!
Anyway, you can read the whole article for free here:
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5 responses so far ↓
1 Tom Ewing // Mar 18, 2009 at 9:53 am
Interesting stuff - I’d love to know who the thought leaders were who marketers rated but research people didn’t.
2 Bettina Wagner // Mar 18, 2009 at 10:06 am
Thanks for your short and startling comment.
To my opinion that’s more than “a bit sad”, because many chances for market research to develop adequate new methods vanish with every day. (And considering that you presumably had no Germans in the Group who have so far not even heard of social media
How can our profession claim to be able to predict the future if it refuses to use future devices?
And of course I am proud that we are ahead of all the others, but the research industry on the whole can only prosper when standards are developed. That I think can only be done together and on an international basis.
Bettina
3 Geraldine (Gerry) Wendel // Mar 18, 2009 at 3:20 pm
I must be one strange market researcher, since I enjoy connecting, friending, twittering/following, and sparking (Sparkpeople). Problem is, there’s not enough time in the day to keep up with it all.
One would think that anyone involved with market research would have an interest in people?
4 Lisa Golloher // Mar 19, 2009 at 2:42 pm
I’m a marketer who does a lot of market research, and find it shocking to learn that with such an important new tool to garner insights into consumer behavior that MR execs aren’t using it. In order to understand how to harness the tool, you first need engage in the conversation. There are major implications for social media and market research (visit: umbrialistens.com) , and we’re just scratching the surface. If MR execs don’t get onboard they’ll completely miss out.
5 Jared // Mar 23, 2009 at 1:37 am
It seems there are some places marketers fear to tread.
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