Market research is a fascinating industry but many people don’t really understand what we do.
We wanted to find out how it is perceived so we asked 1,200 Australians about it. The results formed part of a presentation given to the Young Researchers Network by Paul Di Marzio entitled ‘Thinking about our industry – Perspectives of the market research industry from punter to boardroom.’
Here is a snapshot of what he presented…
The findings indicate that we tend to be seen as an industry of information gatherers that uses surveys to collect data and obtain feedback.
This is accurate to a point, however, as researchers we generally feel there is more to us than just collecting information via surveys.
It’s about how we use that information to generate insights to help inform organisational decision making especially on different elements of their marketing strategy.
So one of our conclusions is that there is a mismatch between perceptions of the public and ourselves regarding what researchers do and so we should better communicate how the information we collect is used.
This was just one of a number of findings unearthed from this study so if you are interested to find out more about Australian participants’ attitudes and experiences with market research, please contact Paul Di Marzio.
