ESOMAR panel discussion at R&R 2019: what about the insight experts of the future?
Together with the president of ESOMAR, Joaquim Bretcha, and his German co-representative Christoph Welter (Point Blank), Prof. Dirk Frank presented a highly frequented workshop on the future prospects of company market research at the Research and Results market research fair.
After a short teaser reviewing the main results of a global qualitative ESOMAR survey of 20 “senior insight industry leaders” in quotation form (the interested reader will find a summary of the study here), Sabine Menzel (L’ORÉAL), Alexander Falser (Tchibo) and Dr. Walter Schulze (Sanofi) discussed the possibilities how to evolve internal market research from a “mere cost center” to “customer centricity lighthouse” with appropriate acceptance and appreciation in the company.
“Cooperation” is the magic word and applies not only within the company. Also the future requirements of institutes as service providers and – just as important as – the wishes that institutions should place on their clients in times of increasing cost and time pressure on “their” clients, to be able to contribute to the company’s success together in the future.