ESOMAR last month hosted the World Industry Network (WIN) meetings of senior market researchers in Amsterdam. The meetings included participants from over 20 countries. Participants included almost all of the major market research firms and clients globally.

As ESOMAR council member, I represented Australia for the first time at WIN and ensured that the Australian perspective for the market research industry was included in the future view of the industry globally.

The purpose of WIN is to agree on where the industry needs to make improvements to increase the presence and utilisation of marker research globally. The discussions held were focused on using the insights and vision of industry leaders such as ESOMAR president

Gunilla Broadbent, TNS president Tony Cowling, and the leaders of other major agencies and clients to bring that vision together.

Part of the meeting focused on the qualities of the exceptional researcher. AMSRS won strong praise for its QPMR accreditation from many associations, agencies and clients globally.

Many of the associations around the world have stated that a similar accreditation scheme would make differentiation of qualified market researchers much easier. The forward thinking of the Australian professional society was applauded by many, in particular the MRS and JMRA, who would like to introduce a similar system.

Some of the other highlights were the discussions around consulting to the industry. This will now involve many of the major global client organisations such as Proctor & Gamble, Coca Cola, Philips, Moet Hennessy and others. Once again, the drive of AMSRS in including clients as part of the client advisory boards was thought of as being progressive and far sighted.

Overall, Australia had a major presence at WIN for the first time, and it was most welcome. AMSRS was seen as leading the way in accrediting qualified practising researchers, which in time will become the way of the future for most associations. Australia also now provides a strong voice from the East Asian region, which many people from the US, Europe and the UK are now following closely. This is an excellent validation of the great work that AMSRS and AMSRO are performing on their members' behalf.

John Marinopoulos
ESOMAR council member and managing director of Strategic Intelligence Group

Print this page



Other Articles in this edition