With ESOMAR Congress 2011 well underway here are my key takeaways so far:
The industry considers itself in need of new ways to communicate results
We’ve simply had enough of 80 slides of graphs and so has the customer. What does it need for the collected industry to stop communicating data and start communicating insight? Clients are looking for guidance and best-practices, if we only give them data (regardless of how interesting) are we actually handing them our jobs?
Tip from the Congress: Think like a Journalist…
The industry is crying out for structured guidance on how to obide by data protection laws
An online panel discussion ended up being all about data protection laws. Don’t get me wrong, it’s a very important and relevant topic for the online (panel) industry but the discussion was pitched as a forum to address the pressing topics around quality within online panels and online insights. An opportunity most certainly missed.
What is apparent though from the session is that it’s evident the industry is crying out for guidance and intepretation of data privacy and data protection legislation from industry bodies like Esomar and CASRO. Arguably not enough value is being added by these associations (and others) in providing guidance on what research buyers, suppliers and others operating and selling services in this industry need to do in order to tackle what is a serious but rather complex issue. Either each company in each country spends time on reading and abiding by the data protection laws, which will come at a considerable cost and investment in time, or we need to pull together as an industry, led by Esomar, to help each other understand and interpret the laws so we can ensure best practice and compliance. The question is; is Esomar ready and willing to do the work that will benefit the entire industry?
Tip from the congress: There is an opportunity here for a consortium or syndicated approach amongst buyers and suppliers in partnership with our industry body.
The industry is trying out new ways to engage respondents
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