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President's point of view: Research in 2020? Let's just concentrate on 2009...
2008 has been an interesting year - not only for our profession, but also for the entire business sector as governments around the world grapple to get a grip on flagging economies.  For me, if 2008 were a brand, its tag line could be...  Green; Games; Greed and... Obama.

So what can we expect in the future?

I had the opportunity to participate in a workshop in September in Montreal discussing the future of market and social research. It was expertly facilitated by a team of young researchers but I am not sure it went far enough. When looking at 2020 for research, the key future trends that I took out included:

1. More passive monitoring of behaviour

2. Multiple data sources being brought together to develop the story

3. The importance of India and China

4. More time on analysis, less time on data gathering

5. Media, research and advertising working more closely together

6. Consumers to become more demanding and choose when and how they want to talk to us

7. Random sampling under enormous pressure

8. Client databases will be at the centre of everything

9. Blurred distinction between qual and quant

10. Greater demand for ROI and accountability, leading to more effective research design.

I am not sure we are pushing it far enough with the above and I would welcome your thoughts. What big shifts are others seeing and predicting for 2020?

The past three months has prompted me to want to understand what is going to happen in 2009, let alone 2020! As we start a new year, no doubt Australians citizens, business and government are all concerned about the impact of the global financial meltdown and it's going to take a lot of skill and focus to move confidently and optimistically to a growth position 12 months from now. As a profession we need to ensure that decision makers are clear that in times of uncertainty, there is an increased need to keep the voice of the people/consumer close to the heart of business and government policy/action.  

As we look towards the new year, it is also important to reflect on 2008. I want to acknowledge and thank the team at the National Office for an outstanding 2008.  Led by Elissa Molloy our hardworking executive director, the team (five full-time and three part-time staff) managed 10 subcontractors, 2100 members, 500 QPMRs, four special interest groups, 21 committees, national council and six state divisions.  This is on top of delivering a successful Summer School in Coffs Harbour and National Conference in Melbourne with 400 delegates, launching the ethics e-book and managing 93 professional development and committee events with 3,039 members attending.  

Despite all these positive activities, I was at an advertising awards night last week and a young guy from a creative agency told me that when he thought of research, it reminded him of listening to parliamentary question time at 3am.  We have more work to do!  

Here's to a safe and restful summer break, however long it is for you.  I look forward to joining you all again for 2009.  Buckle up and enjoy the ride.

Peter Harris,
national president
Blog: http://aussieresearcher.blogspot.com/

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Other Articles in this edition

  • 2009 conference dates and venue announced
  • Switchers and taggers provide insight about Gridlock
  • Polls predicted President Obama
  • Using the mobile phone to understand consumers
  • Cover to cover: Preserving the scientific method in the world of change
  • HR & leadership: Jumping off the corporate treadmill and into the sea (or up a tree)
  • AMSRO news
  • Achieving Balance shortlisted for EOWA Award
  • An ethical question: No. 166
  • Call for reviewers
  • Career moves
  • Client's point of view: So what?
  • Continuum: Success comes from fun
  • Digital Edge launches with new mobile phone survey technology
  • Galaxy Research hosts breakfast featuring Milne
  • Gizmos and gadgets: Impressive productivity benefits for quant researchers
  • LMAA chooses Nielsen
  • Monash Sport commissions Comperio
  • Research News over the decade
  • SSI adds wireless / mobile telephone sampling capability
  • Society news
  • Statistics: When less is more
  • Topline
  • WPP/TNS merger update

    Research News   Edition index (December 2008)


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