Editor’s note: This is the third in a series of edited interviews conducted by Quirk’s with industry conference organizers, published by special arrangement.
Research & Results will hold its annual trade show on October 25-26 in Munich at the MOC Convention Centre. For a preview of the event, we spoke with Martin Sippel, managing partner, Research & Results.
Can you talk about some of the current topics or trends in marketing research in Germany and/or the rest of Europe?
Sippel: If you look only at the methods used then there aren’t that many differences, especially between the three major markets of the U.S., the U.K. and Germany. Big data analytics, social media research and, of course, mobile research have all grown significantly in all three countries. However, there are sometimes differences in the implementation. To give you one example: Some projects have failed in Germany because of customer protest against the passing on of smartphone localization data to advertising customers. That makes recruiting via GPS difficult. Germans – and probably others throughout Europe – are very protective when it comes to personal data. We primarily understand the term mobile research to mean that the questionnaire is easily retrievable on a smartphone or tablet.
What are some of the major trends or forces affecting the marketing research industry globally?
There’s no doubt that the main trend is digital. We’re right in the middle of it. With big data and social media, new methods are being added to marketing research and demand for old methods can even increase. We’re noticing a growing interest in qualitative methods that explain the data chaos. The second trend in my view – mobile research – is very positive because response rates increase when people can answer the questionnaire whenever they feel like it or have time. Do-it-yourself research is the third biggest topic, in my opinion. However, users should be aware that it’s not done by simply gathering individual percentage figures. Before you can compare the results with other survey results you must weight samples and interpret results correctly.
Are the forces affecting the client-side researchers different from those affecting the research vendors?
I think the main difference is the number of methods used. With client-side researchers, all the data from the various survey methods is brought together and, as a result, must be more broadly positioned. In terms of the research institutes, we have to assume that they will be employing fewer interviewers, coders and analysts in a few years’ time because a lot of studies will be done in a standardized and automated way.
Why do you think there is so much interest in staging new marketing research conferences?
Man is a social being and personal contact is irreplaceable. On top of that, the world of marketing research is becoming ever more complex and the easiest way to learn is by communicating with other people. That’s why “networking” and “information about new trends in market research” regularly feature as top reasons for attending in our trade show survey.
For client-side researchers, what are some of the benefits of attending a marketing research conference such as Research and Results?
The advantages for client-side researchers are obvious. A large number of providers attend the trade fair, which makes it much easier to get an overview of the sector. Also, the exhibitors present lots of new trends on their stalls and in the workshops, allowing trade fair visitors to stay at the cutting edge of marketing research, giving them an impression of the exhibitors in terms of what they offer and how they present themselves.
For research vendors, what are some of the benefits of attending a marketing research conference?
Exhibitors have the opportunity to appeal to potential customers they may otherwise never reach. Of course, it’s about doing business, but the personal interactions and the seeing and being seen aspects are just as important.
How has your event evolved or changed over the past few years?
The trade fair has grown every year and it has become more international. That’s true not only of the exhibitors but also of the visitors. There have also been changes in terms of the content – in the workshops and on the stalls. In the past, “online” dominated was a topic; last year there were a lot of VR glasses on the stands and everyone was talking about mobile research. The trade fair is changing from year-to-year because exhibitors are always picking up on the latest trends.
What makes you the most afraid for the future of marketing research?
I would only start to worry if marketing researchers stopped delivering high-quality results and advice. But I can’t imagine that happening.
What makes you the most optimistic for the future of marketing research?
When you look back over the last few decades, you see that the marketing research industry has always changed and adapted to new conditions. It is a very robust industry, which is not surprising considering that it is impossible to make marketing decisions without market research – or to be more precise, without customer feedback. I’m very optimistic that we’ll see a lot of exciting studies in the future.
Research & Results will hold its annual trade show on October 25-26 in Munich at the MOC Convention Centre.