There is certainly some irony in what is essentially a marketing services industry, that we spend so little on marketing ourselves.
In 60 seconds, you could find:
- Over 600,000 Facebook logins
- 8 million snaps created
- 5 million google searches
- 452,000 tweets sent
- And over 156 million emails sent
Amongst these, millions of pounds are being invested by industries to advertise themselves to their so called ‘market’ or to try and enter new markets and opportunities. Whilst marketing is an industry that has many different components such as Market Research, we spend very little on marketing ourselves as a component.
Market Research Agencies of course market themselves at events, in documents and the ‘usual marketing ploys’. What would someone outside of our industry think when the word Market Research is called?
And that is a typical question asked by non-marketing individuals, but an even trickier question to answer for researchers like ourselves. You now have a range of different roles within market research, such as data analytics, visualisation, customer experience.. you even have specialists in chosen methodologies.
And this offers confusion in the industry. Who is best suitable at creating an effective methodology, what ‘roles’ do organisations recruit within their MRX teams and what budget needs to be put aside for such events..
Having said that, what a fantastic time to enter the market research world if you’re a graduate. There are so many different niche roles within the sector, you can become specialist in a typical area of work.
But do all staff want to be ‘pigeon holed’ into a particular role that could potentially be difficult to escape?
Could a visualisation expert with over 10 years’ experience then enter the research world, creating methodologies?
Some will say..
…MARKET RESEARCH WILL ALWAYS BE NEEDED…
BUT WILL IT?
With new and interesting roles and methodologies entering the marketing world, will market research be lost through automation and technology?
So this is the ‘why’
The ‘how’ is an unknown..
- Because organisations are fighting for the same clients depending on their requirements, which is why you are seeing new boutiques and specialists in the area of market research.
- Because it needs organisations to come together as one profession. Whether that is via social media or at events.
How can we market our sector effectively?
Would the return on investment be in the short, medium or long term?