The pressure is on
Building the bridge
Tiziana TraldiAbstract
What clients seek today is no longer a list of data upon which to base their future decision-making. Not only, at least. Good market research companies have become strategic consultants, helping organisations to train internal management on how to read and interpret research findings. The huge amount of financial and human investment companies make every year in the area of research does not always “pay them back”, as information is often used as data to take short term decisions on products or projects, and then “forgotten” into office drawers. The risk is to loose strategic insights, which should be archived as part of the company’s database and used as one of the many tools upon which doing internal training.
This presentation will bring insights of an “integrated methodology” which is based on the idea that the new role of research companies is to help clients to make their global research more profitable and useful on a long term basis. A research companies can respond to this emerging need by working transversally with the client’s management, involving its people from the factory to product development. Within this view, the new roles of a research companies become:
- Provide the client a sociological grid upon which to read and interpret current and future research findings. In this way, the company can identify what thematic areas are of major interest and better direct future questions even before starting a new research.
- Help the company management to “read” data, beyond the research results on a specific product
- Train internal management by building enthusiasm and motivation, involving “chaos management” techniques
Tiziana Traldi
Tiziana Traldi has been working in the area of social research, popular culture and consumption behaviour since 2000 conducting ethnographic and mainly qualitative research in different areas of the world. With a background in social sciences, she graduated in London in anthropology specialising on material culture and on the relationship between people and the artefacts they daily manipulate and consume. Some ethnographic researches conducted for Future Concept Lab include a year study on the relationship between happiness and material culture throughout eight European countries, presented in occasion of the WFS (World Future Society) in 2004. Other participations as a speaker are, for example, ESOMAR 2005 (Innovation!), Viper Basel (2005), European Futurist (2006), Future Vision Workshops (2003-2007), Fragrance ESOMAR 2007.
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