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Threats	and	Opportunities	Facing	MR	
Webinar,	4	April	2019	
11	am	UK	Time	
	
	
Ray	Poynter	
NewMR
Agenda	
Introduction	
Pessimism	versus	Optimism	
Threats	
Opportunities	
Summary
Introduction	
336	interviews	conducted	via	a	chatbot	
A	global	convenience	sample	
-	people	connected	directly	or	at	a	second	level	to	#NewMR	
Mostly	qualitative	data	and	qualitative	analysis
Pessimism	Versus	Optimism	
In	terms	of	the	future	of	market	research	are	you?	
Optimistic,	51%	
Neutral,	35%	
Pessimistic,	
14%
Pessimistic	–	14%	
Six	themes	
•  The	economy	in	general,	and	the	budgets	
for	market	research	in	particular	
•  Failure	to	move	with	the	times,	inertia,	lack	
of	innovation	
•  The	use	of	new	tech	without	protecting	
traditional	values	
•  Prioritizing	speed	over	depth	
•  DIY	and/or	automation	and/or	AI	replacing	
people	
•  Competition	from	non-MR	companies
Optimistic	–	51%	
Six	themes	
•  New	tech	will	broaden	the	impact	of	MR	
skills	
•  Because	the	world	is	changing	and	
uncertain,	research	is	more	necessary	
•  With	more	data,	understanding	via	research	
is	more	necessary	
•  Evidence-based	decision	making	is	growing	
•  People	will	always	need	market	research	
•  Because	my	company	is	really	busy	right	
now
Neutral	–	35%	
Three	themes	
• New	technologies	&		approaches	offer	
opportunities,	but,	will	the	lack	of	rigour	lead	
to	a	decline	in	the	use	of	market	research	
• Doubts	about	the	economy	mean	that	it	is	
hard	to	be	sure	about	the	future	of	market	
research,	because	the	economy	is	the	biggest	
driver	
• One	theme	mentioned	by	the	neutrals	was	
the	potential	for	fake	news	and	reputational	
damage	to	negatively	impact	market	research
Threats	to	MR	
•  More	ways	of	answering	questions,	e.g.	big	data.	
•  Being	replaced	by	AI	(along	with	automation,	data	mining	etc)	
•  DIY	and	in-house	solutions.	
•  MR	not	being	able	to	keep	up	with	the	changes	required.	
•  Budget	cuts	(with	or	without	economic	downturn)	
•  Decline	in	standards,	reducing	quality	of	the	product,	driven	by	cost	
and	speed	concerns,	and	lack	of	knowledge	and	training.	
•  Lack	of	training	and	talent	in	MR.	
•  Rapid	chasing	of	the	new,	at	the	expense	of	the	quality	of	the	old.	
•  Budget	cuts	(with	or	without	economic	downturn).	
•  Reduced	pool	of	people	willing	to	take	part	in	MR.
Opportunities	
•  Blending	the	new	with	the	old.	
•  Leverage	the	new	(e.g.	data	science,	AI,	big	data	etc)	
•  Make	the	case	for	quality	(data,	understanding,	insights,	and	
recommendations).	
•  The	role	of	qualitative,	explaining	more	than	numbers	can.	
•  Focusing	on	results	not	methods,	answering	business	questions,	
providing	more	consultancy	
•  Finding	the	why?
Summary	&	Implications	
Pessimism	versus	Optimism	
•  A	key	driver	is	internal	pessimism/optimism	–	not	external	criteria	
•  The	Neutrals	seem	to	have	a	view	more	based	on	external	criteria	
Threats	
•  Wide	range	of	threats,	but	broadly	1)	the	economy,	2)	not	adopting	technology,	
and	3)	adopting	technologies	in	ways	that	damage	the	essence	of	market	research		
Opportunities	
•  	Narrower	than	the	threats.	In	essence	become	masters	of	the	new	techniques	
using	MR	and	in	particular	qualitative	as	our	secret	sauce	
Implications?	
•  Keep	some	money	in	a	safe	place	–	just	in	case	
•  Master	some	aspect	of	the	new	technologies/approaches	
•  Use	MR	and	qualitative	as	the	something	extra	you	bring	to	the	game
Q	&	A	
Ray	Poynter
NewMR
Sue	York	
NewMR
Thank	You
NewMR	Sponsors	
Communication	
Gold	
Silver

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Threats and Opportunities Facing Market Research