IS IT TIME FOR A MAKEOVER?

Arun Joshi and Aruni Ghosh
The Nielsen Company, United Arab Emirates

Rinku Patnaik
The Nielsen Company, India

Soumya Mukherjee
NMIMS University, India

BACKGROUND

At the recent ESOMAR Consumer Insights 2009 conference there was a debate initiated on the topic “The quality of insights generated by market(ing) research has not improved noticeably in the recent years”. Interestingly, the clients seem to agree that indeed it is so. While trying to explore the reasoning, the following points emerged.

  1. With continuously decreasing “time to market” pressures, time to complete a research program is critical, and the agencies are not adequately staffed to absorb the time pressure.

  2. As a result of this, marketing research has become more mechanical with focus being more on delivering the basic information and findings, rather than focusing on critical business insights.