The recent New MR Virtual Festival on presenting data had a number of really useful and interesting presentations. Mike Sherman’s presentation, “Less is More: Getting Value (Not Just Reams of Data) From Your Research” led to an interesting exchange that I think highlights the change in thinking that Market Research must make.
Mike reiterated the point that many have been making…we need to focus our reporting on the key things we learned and not waste executives’ time with a lot of superfluous information. In addition, the report should not just summarize the data, but rather it should synthesize it. He gave an example of a data set with these facts:
A summary of these data might be “Jim’s knee and car window were damaged and he got a speeding ticket”.
A synthesis of that data would be “Jim has been living dangerously”.
I really enjoyed my time last week at Merlien’s Market Research in the Mobile World 2011 – a great place to meet and exchange ideas with the people and companies working to make effective mobile research a reality. We discussed the nitty-gritty of mobile survey applications, and the big picture of mobile adoption around the world. Taking it all in it’s hard to argue that mobile won’t play a major role in the future of the market research industry, both in the developed and developing worlds.
Here’s the thing, though. Most of the conversation during the conference focused on the “what” of mobile research – how to reach people, or whether or not to keep surveys short(er). Very little was said about the “so what,” even though that’s where we as research professionals can earn respect and remain relevant.