As an advertising salesperson for Quirk’s, I get to talk to marketing research companies all day long. In what I hope is a sign of better times on the horizon for the industry, I am happy to report that many, many of the people I’ve spoken with lately seem to be very optimistic about 2011.
Here’s a sampling of some comments I have heard lately:
• Most focus group facilities are receiving more bids than last year, though clients are more picky and demanding about what they want.
• My advertisers who work with the health care industry have said that clients have seemed to be more active and aggressive about research during the latter part of the year. Indeed, in their pre-holiday conversations with health care marketers, most are hearing about companies planning to launch MR projects early in 2011.
• One person said, “If I can see some positive movement in my business for three months straight then I can be reassured that things are going to turn around.” Well, in most of my dealings with clients, I have been hearing more uplifting news in the past three months. Hopefully you are too.
So, as we welcome the new year, let’s hope for an upward trend! In the words of the immortal Casey Kasem, “Keep your feet on the ground and keep reaching for the stars.”