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The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
The	World	We	Have	Lost	
Reg	Baker	
Market	Research	Ins8tute	Interna8onal	
“The farther back you can look, the farther forward you are likely to see.”
- falsely attributed to Winston Churchill
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
The	Proposi8on	
The	prac9ce	of	contemporary	market,	opinion,	and	social	research	is	the	
result	of	four	interrelated	trends	that	have	played	out	over	about	the	last	
50	years.	
1. The	relentless	march	of	technology.	
2. The	loss	of	public	confidence	in	market,	opinion,	and	social	research.	
3. The	unmooring	of	research	from	its	scien9fic	founda9ons.	
4. The	gospel	of	innova9on	and	the	ongoing	search	for	“the	next	big	thing.”
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
•  Women	were	not	generally	married	off	in	
their	teens.	
•  Most	households	were	not	comprised	of	
large	extended	families.	
•  The	peasants	did	not	live	perpetually	on	
the	edge	of	starva9on.	
	
Why	this	8tle?
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
Has	the	relentless	march	of	technology	led	to	beBer	(more	
accurate)	data?		
1960s	 1970s	 1990s	 2010s	1980s	 2000s	 2020s
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
Can	research	flourish	without	public	confidence	in	its	value?	
•  Declining	coopera9on	
•  Lack	of	confidence	in	published	findings	
•  Lack	of	trust	in	promises	of	
confiden9ality
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
	
Sample	quality	has	been	redefined	to	focus	on	hygiene	rather	
represen8vity.	
”Sample is research’s Achilles’ heel. What started as a
slow, downward slide in sample quality is now a race to
the bottom, at blistering speed. Unless we quickly
course-correct. it is sure to end in a terrible, and
potentially fatal, crash.”
---Andrew Grenville
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
	
	
Ques8onnaire	design	has	been	redefined	to	focus	on	UX	and	engagement	
rather	than	measurement	accuracy	and	a	clear	focus	on	what	we	need	to	
know.	
•  Make	it	mobile	first.		
•  Leverage	technology.	
•  Use	color	and	graphics	
•  Include	game-like	features	
•  Ask	simple	ques9ons.	
The	New	Ques9onnaire	Design	 Thinking	about	any	adver9sements	(e.g.,	television	
commercials,	blogs,	magazines,	online	
adver9sements,	etc.)	you	have	seen	in	the	past	
month,	please	select	from	the	list	below	the	brands	
which	you	recall	seeing.	
	 	or	
Which	brands	have	you	seen	ads	for	recently?
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
The	Gospel	of	Innova8on	
•  Differen9a9ng	on	technology	rather	than	data	
quality	or	insights	
•  Solu9ons	looking	for	problems	
•  Professional	evangelists	preaching	disrup9on	
as	an	end	in	itself	
•  But	low	levels	of	adop9on
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
How	do	we	stay	relevant	and	sustain	our	industry	over	
the	long	haul?	
•  Being	fast,	cheap,	and	hi-tech	but	wrong	is	not	the	answer.	
•  We	need	to	find	ways	to	reconnect	with	science	in	both	
designed	and	organic	data.	
•  Or	develop	an	en9rely	new	paradigm?	
•  We	need	to	rehabilitate	our	image	with	the	public.		
•  We	need	to	take	skill	development	more	seriously.
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
Thank	You!	
	
	
	
	
Reg	Baker	
Market	Research	Ins8tute	Interna8onal	
rbaker@mrii.org	
www.mrii.org
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
Q	&	A	
Reg	Baker	
MRII/University	of	Georgia	
Ray	Poynter	
NewMR
The	World	We	Have	Lost	
Reg	Baker,	Market	Research	Ins9tute	Interna9onal	
Looking Forward
	
	
NewMR	2018	Sponsors	
Communica9on	
Gold	
Silver

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The World We Have Lost