MRA’s Alert! recently published an article written by 20|20’s CIO Isaac Rogers in their first quarter issue.
“The Most Innovative Tool in Research…And How it Could Reshape our Industry Forever” explores how researchers and marketers can revolutionize their insight-gathering process through technology and best practices.
The following is a brief excerpt:
Truthfully, there is no “magic bullet” coming right now to change our world forever, no software platform destined to radically redefine market research. Again, I’m sorry to disappoint, but I’m just not seeing such a technology on the horizon. However, let me suggest a tool that is far more formidable than any single piece of software and has the power to dramatically change our industry. It holds the key to providing clients deeper insights to their questions and to giving researchers more innovation for solving market challenges and for growing the field of market research far beyond its current reach. Plus, it will be our defense against the ever-encroaching forces peeling away at the research industry. What mystical tool am I talking about? Risk. Calculated, innovation-seeking risk.
Risk – and, more broadly, the appetite for experimentation, curiosity, change and failure – can be a rare commodity within our industry. When you look at the way we’ve constructed the research value chain and how projects are designed (from client to agency to suppliers/partners), we are all complicit in developing a system that rewards execution but gives littleto-negative value to risk-taking and new approaches.
So here are steps the industry could (and must!) take in order to ensure we all innovate together