Kantar's Profiles Blog

The role of marketers in today’s global, complex organizations is changing. Adapting to technology platforms, expanding client needs and diversified user preferences can pull marketers to alter, modify and adjust directions with regular occurrence. From relationship marketing to automation, marketers need to look beyond the usual brand channels to reach their audiences effectively.

Today, 22% of the world’s total population uses Facebook and LinkedIn boasts more than 450 million user profiles, but moreover, almost 80% of time spent on social media platforms happens on mobile. Marketers need to be able and willing to track the changing behaviours and demographics to optimise opportunities with their audiences. As we start a new year, I, as a marketer working in market research, took a look at some of the marketing trends that will likely influence the requirements of our industry over the next 12 months.

With the Federal Election fast approaching, Lightspeed GMI took a look at the outlook and viewpoints of Australian’s ahead of voting this year…because everyone has an opinion on the topic and everyone wants a finger on the pulse of which way this might swing.

Starting with the fundamental in any political study, we asked panellists which party they intend to elect. Labor was the clear front runner with 45% stating this is where they would be putting their vote. This was followed, not surprisingly, by the Liberal Party/ Coalition at 30%. 13% suggested their vote would fall outside of any of the major parties.

The Marketing Research Shared Interest Group (SIG) of the Cincinnati American Marketing Association meets monthly to discuss industry issues, growing trends, techniques and methodologies. During the February meeting, Brian Lamar from EMI Research Services led a great discussion across multiple industry topics. One common thread across all key points: clients.

Market research is a complex industry with a simple mission: quality. We take what we do best as researchers and are constantly tasked to create new value for our clients, our partners and our panellists. We are always in a state of transition -  altering what we do and how we think to meet the new marketplace realities. Creating growth that is organic, profitable, unique and sustainable requires innovation and risk-taking.

In our first blog with marketing research veteran Kristin Luck, we discussed the need and success of Women in Research (WIRe). Now, we address her thoughts on gender equality within the industry and beyond.

On a monthly basis, the Cincinnati AMA Marketing Research Shared Interest Group meets to discuss industry issues, trends, techniques and methodologies. During the January 2015 meeting, we debated the group’s burning research questions.

“We’re in a crisis situation, there’s not enough talent coming through the pipeline, and organizations will experience difficulties…the truth is, data is a very creative science; being in IT does not make you better at data. Some knowledge of marketing is very important to understand customer data but a lot of marketers are not very numerate - it’s a big challenge for the future,” commented by Edwina Dunn, CEO of Starcount and founder and former CEO of Dunnhumby, in a recent interview with the Market Research Society.

Marketers are arguably in a better place than ever to communicate with their audience – whether through Facebook followers, Twitter addicts or the ever engrossed mobile population. Technology is producing a familiar and comfortable means of constant engagement.