FRONTIERS
Innovation lab
AJ Johnson, Jane Mills & Simon GallagherAbstract
This innovative session is for all of you who enjoy looking into the future of market research. We will play host to a fun and collaborative ‘blue sky’ reach into the year 2020. The conclusions of this moderated workshop will be fed back to the conference and form part of a post-conference Esomar article. How many of our predictions will come true?
Looking back over the last twelve years we have seen many changes to our industry. The pioneering and subsequent rise of online research, the development of electronic data delivery, mobile phone research, the rise of online panels as an acceptable sample source, the concept of Research 2.0, the continued drive to reduce costs, and the replacement of client researchers with procurement teams, are just some of the things that have significantly changed the market research environment since 1996.
So what can we expect to change in 2020? What new ways will we attempt to engage and persuade respondents to complete surveys? Will research amongst communities become standard and what other innovation will we see in this area?
What potential is there to data mine a plethora of electronic behavioural information collected every minute of every day? What will be the big survey technology advances of the next twelve years? What will the next generation of internet use mean for our industry, will consumers converge their use of technology. Will the potential of digital TV ever have an effect on market research?
Will CATI and face-to-face data collection methods decline or disappear and will the rise of online research plateau? Will security, privacy and data protection issues make carrying out market research too restrictive and expensive for our clients’ budgets?
How will data be delivered in 2020? Will the move towards more focused management reporting continue and what technology will we use? What new ways will be developed to find that necessary insight into our clients’ data?
And how will our industry structure look twelve years from now? How big will the big agencies get and how can smaller agencies compete? Will Asia become the new world of market research? What will happen to the large number of panel and software providers? Will companies emerge offering new services to support the market research process?
There is so much to discuss about the future of this industry of ours so come along in a creative mood, make history and simply enjoy this session! See you there.
AJ Johnson
A graduate of Business and Marketing, AJ joined in 1996 to develop MORI’s electronic data capture. As head of Data collection in 2004, AJ was responsible for all of MORI’s CAPI, CATI and CAWI survey technology.
A decade ago he set up the UK’s in-house online survey production capability. More than 3,000 online surveys have since been conducted amongst more than two million consumers and business audiences. AJ also leads the UK R&D group that specialises in developing new online research techniques through innovation and the use of technology.
AJ is Global Head of the Specialist Sample Division focused on delivering research using client supplied or specialist sample. He also leads the global development of Loyalty, Media and Technology online research across Ipsos.
AJ is a member of the MRS and ESOMAR and works within the industry to raise the profile of technology. This includes committee membership of the Association for Survey Computing (ASC) as well as chairing the MRS-sponsored Technology Group, and is Chairman of the Judges of the prestigious annual Technology Effectiveness Award.
A thought leader and regular industry speaker, AJ’s recent papers include:
‘Developing a new generation survey software; Meeting the Needs of a Large, International MR Agency’
Confirm Community 08, London, May 2008
‘You're the boss! Time to place the respondent at the forefront of our survey design.’
Association for Survey Computing, Re-engaging with the respondent, London, April 2008
‘Running a Global Online Panel Study’
WARC Online Research 2008, London, March 2008
‘Exploring the Practicalities of Developing Web 2.0 Applications in Online Research’ presented at the Association for Survey Computing international conference, Southampton, September 2007
‘Responding to Sensitive Questions in Surveys: A Comparison of Results from Online Panels, Face to Face, & Self Completion Interviews’, presented at the World Association for Public Opinion Research Conference in Berlin, September 2007.
Jane Mills
Jane is a specialist in online research and is responsible for developing all areas of online research within Ipsos MORI. A graduate of Business Studies, Jane's role is primarily to fully utilise online methodology by developing and expanding techniques and new products for use in market research. She has been involved in all types of online research including panel, email, pop up, online discussion boards, online focus groups and online reporting.
Jane heads up Online Qualitative work at Ipsos MORI and is involved in the selling and running of projects and the development of new online qualitative products. Some of her most recent work includes the development of proprietary panels (exclusively for client use), the management and communication with the Ipsos online panel and the enhancement of online surveys. Jane is also at the forefront of the Ipsos MORI Online initiative a cross-company scheme that is responsible for developing all areas of online research on a global scale.
She was co Author and presenter of ‘You’re the boss! Time to place the respondent at the forefront of our survey design’ a paper presented at the Association for Survey Computing Conference in March 2008. Presenter at the MRS Online Research Conference Pecha Kucha session on Online Research Room 101 in December 2007. She was also co author and presenter of ‘Exploring the Practicalities of Developing Web 2.0 Applications in Online Research’ a paper presented at the Association for Survey Computing Conference September 2007.
Jane also passed the MRS Advanced Certificate in Market and Social Research Practice in February 2008 with a double Merit.
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