The world is changing, and research needs to change
tack, says marketing expert
ESOMAR’s
BEST OF MENAP 2013
Navigating
Change For Growth Conference
March 4 - 5, 2013
Godolphin
Ballroom, Jumeirah Emirates Towers, Dubai, UAE
Lucy Davison Managing Director Keen as Mustard Marketing |
Many
researchers are not keeping up with fast-paced changes in the business
world and urgently need new approaches to presenting research to improve
output, according to Lucy Davison, Managing Director, Keen as Mustard
Marketing, UK.
Davison was speaking to more than
150 delegates on the importance of good communications at the two-day ESOMAR
Best of MENAP 2013 Conference at the Jumeirah Emirates Towers in Dubai.
The
annual conference, organised by ESOMAR Live and now in its second year, was staged under the theme ‘Navigating Change for
Growth.’ It brought together regional and international market research, advertising and marketing
experts to share industry and sector insights, opportunities and challenges.
“We are all living in a vastly
more visual world than 10 or even five years ago, and researchers need to
create presentations and materials that will impress clients and help influence
and drive decisions,” said Davison.
“Most client research materials
lack motivation or impact, and although industry feedback shows that some
recognise that there is a problem with the communication tools used for
clients, too little is being done too slowly.”
Davison went on to quote Andrew
Doyle of Holmes & Marchant, who has worked both as a marketing client at
multi-national companies and now as managing director of a brand design agency,
as saying that he has never seen a well styled presentation from a research
company in 40 years of being on the receiving end. “The design element in
research presentations is getting worse instead of better,” Doyle stated…
A sector expert, Davison
explained that the internet holds the key to instant visual and mental
gratification with hundreds of image sites, videos, presentations and
infographics available for download.
“We are all, to an extent,
seduced by good – and bad – content. We expect to be entertained. We expect
simplicity.”
Meanwhile, Aziz Cami, founder of
design agency The Partners and now creative consultant to Kantar, said that
successful research communications are ones that create action. “We have to
provide materials that are motivating solutions to a business issue. Unless we
make our outputs vivid, exciting and actionable, it’s just data.
“From our very first experience
of fairy tales, stories are archetypes that allow us to make sense of our
world,” adds Davison.
“It’s my view, that without the
basic skills of storytelling, researchers are not able to create great
communication. The true value of research lies in how much impact it has,” she
concluded.
The
two-day conference threw a spotlight on trends and challenges of
post-Arab Spring communication in markets such as Egypt and Tunisia, and a
session on Health Consciousness Levels from a consumer perspective to
understand local nuances, attributes, preferences and in depth segmentation of
the Arab consumer.
Founded
in 1948, ESOMAR aims to promote the value of market and opinion research in
effective decision-making. Through its codes and guidelines, ESOMAR promotes
the highest ethical and professional standards for researchers around the
world.
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