Beyond Market Research: The declining use of the word Market Research and how the sector can adapt

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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