Agenda

High Lights: ESOMAR Congress 2011

ESOMAR News

Industry Report: Key Findings

Climate Change in Market Research

CONGRESS

AMSTERDAM

2011 18 - 21 September

IMPACT – Research Reloaded

http://vimeo.com/29949237

Celebrate market research

and the impact it has on

business and society

through the insights it

provides

• 40 presentations, 65 speakers, 13 countries

• 7 Key speakers

• Case studies / Interactive Discussions /

Pecha Kucha / Fast Tracks

• Online Panel Sampling Forum

• 7 Awards

• 3 Pre-Congress Workshops

• Over 1013 participants from 72 countries

• 81 exhibition Stands / Open exhibition in The HUB

• Member Lounge

• 15 Future Talents meet the Industry

• Social programme

• AGM

• GMR Launch

• Fringe Event

FACTS & FIGURES

CONGRESS 2011

IMPACT RESEARCH RELOADED

AMSTERDAM / 18 - 21 SEPTEMBER

RICHARD WISEMAN

Author of The Luck Factor,

Quirkology and 59 Seconds

Chair in the Public Understanding of

Psychology at the University of

Hertfordshire

DAVID McCANDLESS

A London-based author, data-

journalist and information designer,

working across print, advertising,

TV and web

MARC LAMMERS

Head coach of the Dutch

women's national field hockey

team till 2008

Gold Medal at Beijing Olympics

2008

KEYNOTE SPEAKERS

CONGRESS 2011

IMPACT RESEARCH RELOADED

AMSTERDAM / 18 - 21 SEPTEMBER

GILBERT HEISE

Volkswagen JOAN M. LEWIS

Procter & Gamble

JEFF HUNTER

General Mills

KEYNOTE CLIENTS INTERVIEW

CONGRESS 2011

IMPACT RESEARCH RELOADED

AMSTERDAM / 18 - 21 SEPTEMBER

LORNA WALTERS

Reckitt Benckiser

SPONSORS & PARTNERS

CONGRESS 2011

IMPACT RESEARCH RELOADED

AMSTERDAM / 18 - 21 SEPTEMBER

Review 2010 / 2011

STRENGTHENING SELF REGULATION: ICC/ESOMAR CODE

60 associations (48 countries & 2 international) have adopted or endorsed* the

Code which is adopted by all ESOMAR members and available in 15 languages

NORTH AMERICA

Canada *

USA *

LATAM

Argentina

Brazil (ABEP, ASBPM)

Colombia

Costa Rica

Mexico*

Peru

Venezuela

Ireland

Italy (ASSIRM, AISM)

Lithuania

Netherlands

Poland (OFBOR, PTBRIO)

Portugal

Russia (OIROM, GROUP 7/89)

Romania

Slovakia

Spain (AEDEMO, ANEIMO)

Sweden

Switzerland

Turkey

EUROPE

Armenia

Austria

Belgium

Croatia

Cyprus

Czech Rep

Denmark

Finland

France

Germany (BVM, ADM)

Greece

Hungary (PMSZ, PPT)

OTHER

Iran

Kazakhstan

Kenya

South Africa

(SAARF, SAMRA)

APAC

Australia (AMSRS,

AMSRO)

Bangladesh

China (CMRA)*

India

Japan

Korea

Malaysia

New Zealand

(AMRO, MRSNZ)

Singapore

Thailand

INTERNATIONAL

EphMRA

AIMRI

HOT ISSUES

• Promoting professional standards and respondent trust in fast developing areas

• Mobile and online research guidelines including interactive research

• Social media research

• Online sample quality

• (in cooperation with CASRO)

• Next steps review

• 26 Questions to help research buyers of online samples

• Interviewing children and young people

GROWING ACROSS THE WORLD

• Membership drawn from 133 countries

• Recruitment of 65 Graduate Members within one year

• Significantly increased number of local activities and meetings

• Member badges and sign to identify new members onsite (watch out for persons with the wooden shoes attached to the lanyard)

Adapting the offer to meet a multiplicity of Needs

1995 2005 2010 elo.11

3127 3983

4930 5081

Membership – Top 10 countries

0 100 200 300 400 500 600

Australia

Spain

Sweden

Switzerland

Italy

Netherlands

France

Germany

United States

United Kingdom (GB)

129

129

138

148

199

216

298

346

455

513

Members (ytd)

TOP 3 MOST VALUED BENEFITS

Rank

2009 &

change

2 (+1)

1 (-1)

4 (+1)

3 (-1)

5

9 (+3)

6 (-1)

7 (-1)

8 (-1) 4%

5%

5%

9%

9%

12%

12%

18%

25%

5%

6%

8%

11%

11%

11%

13%

13%

16%

7%

7%

8%

12%

12%

11%

10%

10%

12%

16%

18%

21%

32%

32%

34%

35%

40%

53%

0% 10% 20% 30% 40% 50% 60%

Members Directory access

Discounts for events and publications

International representation

Free copies of industry reports

Research World

Opportunity to connect/ network

Company listing in directory

Professional assurance of Code

Recognition as a research professional

1st choice 2nd choice 3rd choice

OVERALL SATISFACTION WITH MEMBERSHIP

• Overall satisfaction remains high, with 72% of members feeling satisfied or

very satisfied; and some very positive comments

• 12% of members felt their satisfaction had improved over the last 12 months;

but 7% of member felt it had declined (2009: 9%)

22%

50%

22%

4% 1% 1%

25%

49%

20%

4% 1% 0% 0%

10%

20%

30%

40%

50%

60%

Very

satisfied- 5

4 3 2 Not at all

satisfied - 1

DK / NA - 0

2010 2009

EVENTS – ATTENDANCE & QUALITY mean rating of quality, where 5 = very good

• Local meeting attendance improved to 15% from 12% in 2009, reflecting

increased activities, with quality on par with conferences and congress

• Respondents found events to be relevant to their job, and were more likely to

want to attend another event or recommend events to others

26% 26%

15% 9%

5%

47% 3.9 3.9

3.6

4.0 3.9

0%

10%

20%

30%

40%

50%

Conference Congress Local meeting Workshop Webinar none

3.0

3.2

3.4

3.6

3.8

4.0

4.2

have attended quality of event

PUBLISHING

• RW Connect NEW

• Global Market Research Report 2011

• Conference Papers Bundles

• Research World

Promote best practice and provide access

to leading thinking to a wider audience.

Free of charge

Run monthly

Member benefit (archived recordings

available to all members in MyESOMAR)

Offered as non-commercial and commercial

sessions (*).

WEBINARS

Learning from those who

“do” is the best way to truly

understand the practical

side of research. (*) limited space available

ESOMAR SOCIAL MEDIA Twitter

– 2099 followers

LinkedIn

– 3169 Members

CALENDAR 2011/2012

GLOBAL EVENTS

3D Digital Dimensions

Miami / 26-28 October 2011

Qualitative

Vienna / 13-15 November 2011

Central & Eastern Europe

Cracow / 25-27 March 2012

Asia Pacific

Shanghai / 15-17 April 2012

Latin America

Mexico City / 13-15 May 2012

Summer Academy

Amsterdam / 11-15 June 2012

3D Digital Dimensions

October 2012

Qualitative

November

CONGRESS

September 2012

LOCAL EVENTS

WORKSHOPS

WEBINARS

CAREER EVENTS

Under discussion / review 2012

• My ESOMAR with enhanced members profile/listings

• New delivery platforms (video / virtual conferences)

• Client exclusive meetings

• RW Connect open to comment (by all)

• Mentor programme - tbd Experts available online for advise 2012

• “House of Research” Corporate Membership

GLOBAL MARKET

RESEARCH 2011

An ESOMAR Industry Report

in cooperation with KPMG Advisory

The latest ESOMAR industry

study Global Market Research

2011 reveals a significant

improvement in worldwide

research turnover after the

industry faced its first decline in

2009 since ESOMAR began

measuring the global market

in1988.

The report shows global

turnover growing to US $31.2

billion in 2010, representing a

year-on-year decline of 5.2%

and 2.8% after adjustment for

inflation; a gradual return to

growth after two years of

economic decline.

Europe, experiences the

softest increase globally. In the

EU15 – where almost 90% of

Europe‟s turnover is generated –

most countries reverse the net

declines of 2009

The North American market

records its first growth after

two consecutive years of net

declines.

Recovery in Latin America is

stronger than anticipated, whilst

the other main emerging

regions, Asia Pacific and Africa,

welcome less accelerated

improvements, but nonetheless

still report growth against their

2009 performance.

The Global Market Research

2011 looks beyond the headline

figures, exploring the debate

over the „right‟ shape and size of

the market research industry‟s

footprint. Young researchers

also express their thoughts on

their experiences and expec-

tations for the future of market

research.

THE HEADLINES THE WORLD ASSOCIATION FOR MARKET RESEARCH September 2011

Growth rate adjusted for

inflation

Exchange rate fluctuations eliminated. IMF inflation rates used to

determine net growth.

4,3%

13,9%

3,5%

3,1%

1,0%

2,8%

Middle East & Africa

Latin America

Asia Pacific

North America

Europe

World

www.esomar.org THE WORLD ASSOCIATION FOR MARKET RESEARCH September 2011

Global industry grows by 2.8% in 2010

HOW IT BREAKS DOWN

Market size 2010: US $31,239 million

ESOMAR estimates. Rounded figures presented.

Percentage point changes in market share compared to 2009 are provided between brackets

Europe 13,143

42% (-4)

North America 10,614 34% (+2)

Asia Pacific

5,082 16% (+1)

Latin America 1,828 6%

(+1)

ME & Africa 573

2%

GLOBAL MARKET RESEARCH REPORT

The rise of online research

GLOBAL MARKET RESEARCH REPORT

The size of the „new shoe‟…

GMR Outsell

Traditional MR US$31.2bn US$27.2bn

Marketing Reports & Research 4.4

Media Monitoring 0.7

Sample & Panel providers 1

Web Traffic Measurement 0.75

Social Media Communities 3

IT & Telecom Research 2.8

Total value US$40.10bn

• The vast majority expect the market

research industry to record growth

again for 2011, although there are

concerns over the stability of the

eurozone

• The emerging markets remain very

buoyant, fuelled by online research

and growing business sectors as

financial services and automotive

• However, cautionary notes are still

being sounded – even by some of the

bigger, more resilient markets

Weighted predictions based on turnover

PREDICTIONS FOR 2011

A steady return to prosperity

decline, 17%

growth 79%

no change 4%

CLIMATE CHANGE

• Technological developments

• Changing attitudes

• Security breaches

• Political interest

• Stronger regulation

• Pressure groups

PRIVACY IS NOW A GLOBAL HOT TOPIC

• EU Data Protection Directive

• E-Privacy Directive

• OECD guidelines, APEC, US FTC, LATAM

• Global Privacy Enforcement Network (GPEN)

KEY THREATS & POTENTIAL ISSUES FOR

MR

• Personal/sensitive data – wider scope

• Consent but what about

• cookies

• social media/profiling/online tracking?

• Age of a child: now 16 in UK - and elsewhere?

• Rights for data access, correction, deletion?

• Security

KEY MESSAGES FOR RESEARCH

COMPANIES

Assess your company practice for:

• Data minimisation (how much data & how long is it stored)

• Transparency (notification)

• Fair collection

• Consent and choice

• Tracking on-line behaviour and profiling

• Mobile devices

• Use of privacy policies/layered notices

• Security measures

KEY MESSAGES TO REGULATORS

• Value of research to society

• Research differs from direct marketing

• Self-regulation & no harm to respondents

• Impact on research quality:

- More requirements ≠ better protection

- Less sampling control ≠ better research

• Clear distinction between young people & children

• Profiling improves research quality;

research tracking helps companies measure consumer preference

1. Distinguishing market, social and opinion research as the purpose

2. Conforming to the law

3. Consent and notification

4. Protecting identifiable data

5. Ensuring no harm

6. Special care of children

7. Don‟t damage reputation of the industry

8. Reporting > accurately, transparently and objectively

GUIDELINE ON SOCIAL MEDIA RESEARCH

KEY PRINCIPLES

http://www.youtube.com/watch?feature=player_detailpage&v=TyLsO6LpLSI