beyond market research: the declining use of the word market research and how the sector can adapt
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Shouldweleavethelabelbehind?
JakePryszlakResearcher Blogger Speaker
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Letsnotforgetwherewehavecomefrom
1820 1900 1920 1995 2007 2017
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
DataUtopia
1980’s 1990’s 2000’s 2010’s Today
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Researchundertaken
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Eachagencywasanalysedunderthefollowingcriteria:
Thepresenceoftheterm‘marketresearch’inadescrip<onoftheagencyinthepage<tle
Presenceoftheterm‘marketresearch’indescrip<onofthecompany’scoreac<vi<esonanaboutpage,orsimilarpageexplainingcorecompanyac<vi<es
Presenceoftheterm‘marketresearch’inabusinessunitorsetofproductofferings
Alterna<vephrasesusedinsteadof,orinaddi<onto,marketresearchtodescribecorebusinessac<vi<es
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Outofthetop10rankingagencies
OfagenciesmenNoned‘marketresearchontheir
homepage
30%
OfagenciesmenNoned‘marketresearchontheir
‘Aboutpage’
20%
OfagenciesmenNoned‘marketresearch’asasecondaryterm
40%
Only2agenciesareusing‘marketresearch’acrosstheirwebsiteand‘salespitch’
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Outofthetop50‘consolidatedagencies
OfagenciesmenNoned‘marketresearch’aspartoftheir
‘offer’toclients
OfagenciesmenNoned‘marketresearch’intheir‘Aboutpage’or/andindividualcolleague
webpages
28% 36%
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Isterminologychanging?
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Withterminologychanging,doMRbudgetsneedtochangealso?
10%
5%
B2B MR
PercentageofrevenuethatgoestomarkeNng
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
InanindustryrelatedtoMARKETING,isitconfusingthatwespendveryli^leNmeon‘showingoff’?Ifyouwishtocommentonsocialmedia,pleaseuse#NewMR
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Stripawaythepeopleandtechnologyandwhatdoyouhave?
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
ShoulduniversiNesconNnuetooffercoursesandmoduleslabelled‘marketresearch’?Ifyouwishtocommentonsocialmedia,pleaseuse#NewMR
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
DograduatesandyoungprofessionalsneedtoenhancetheirskillsetsbeforeenteringtheworldofMRX?Ifyouwishtocommentonsocialmedia,pleaseuse#NewMR
Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Q&A
SueYorkTheHandbookofMobileMarket
Research
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