It goes without saying that we are in an era of rapid change. The evidence is all around us and affects every aspect of our lives. For the marketing research industry, technological change and the explosion of data availability from a myriad of sources has fundamentally altered the nature of our business. We are no longer simply suppliers and interpreters of scarce survey research information, but are instead…what? The necessary posing of this question (let alone the answer) has led to considerable hand-wringing and anxiety within our industry and threatens to shake our confidence in ourselves. However, it is clearly evident that we are in the midst of a transformative process offering potential to take our industry to a new level and enhance our value to our clients, to the economy and to society generally.
This presentation takes a holistic look at our industry and proposes a number of routes to enhancing our relevance and value by meeting the challenges of today’s dynamic marketplace. Consideration is given to big data integration, establishing a new role for survey research and embracing digital opportunities in a thoughtful, balanced manner. Our relevance as an industry will largely hinge on our ability to be predictive and make sense of the ocean of information that threatens to inundate our clients.
Senior Vice President, Brand & Communications Lead, TNS Canada