November 29, 2010

Advertising Points The Way For The Future Of MR

By Navin Williams, CEO of MobileMeasure The MR industry follows trends in advertising. For growth markets, we often look at MR as a percentage of the advertising industry and then…

Navin Williams

by Navin Williams

0

By Navin Williams, CEO of MobileMeasure

The MR industry follows trends in advertising. For growth markets, we often look at MR as a percentage of the advertising industry and then look at more established mature markets to see what the future holds. For instance while the global MR market is approximately 30 billion US Dollars, the next big thing expected is China which currently is at a relatively modest 1 billion dollars, ranking 6th globally. If we look at the global advertising market, China is already ranked second globally at 57 billion US Dollars. If we take 5 key mature markets (USA, UK, Germany, France & Japan), their average MR market as a % of Advertising is 9.5%, while in China it’s a mere 1.6%. [Source : Global MR 2010 Esomar Industry Report]. As the market matures two things are expected to happen: share and rank of China’s MR market globally will grow to mirror that of its advertising market, which has already grown to be ranked as No. 2 globally behind the US. Of course this will open enough opportunities for digital MR solutions including mobile.

With this background I would like to share an article I read about the current state and future of advertising, as MR will surely mirror it in the very very near future. While reading the article please replace the names of the top agencies and group mentioned with MR’s own giants: Nielsen, TNS, GfK, Ipsos, Synovate, etc. The other boutiques and specialist agencies can be replaced by MobileMeasure, BrainJuicer, Brandscape, Brandscan360 and others that you may be familiar with in your own sphere / area of operation. And the people being quoted within the article can be substituted with people you know. I tried this exercise and managed to find a personality and agency for every single reference in the article. http://www.fastcompany.com/node/1702130/print

quotes

Unlike advertising which is pretty multi-dimensional, market research has been very focused. While it’s easier for advertising to integrate with gaming (Adgaming) or look to integrate with the Social Media revolution from traditional models, we still have heavy resistance from established market stalwarts. Market research has a much taller task and not only will we need to integrate the new digital world but will also need to use marketing, crowd sourcing, gaming and other areas out there which we don’t even consider remotely related to market research.

How are we going to do this? Who is going to do this? Market research and researchers by nature are conservative and often consider themselves the “insurance of marketing”. Given this scenario no one wants to rock the boat too far. If that’s the case are we destined to not change the core offers out there and continue experimenting on the fringes. I believe change is near and upon us. The stars of this change, direction and speed is hard to see at the moment. But as a meteor heading your way, it will be hard to stop and harder to run far from once it breaks through the atmosphere.

If you have any new radical ideas, I would like to hear about them. You can write to me at [email protected].

The future isn’t coming, it is here!

0

market research innovation

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

Comments

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

More from Navin Williams

A Mobile Advantage In Illiterate Or Limited Literacy Populations

Growth for many brands will come through selling into developing markets. How do you conduct research where literacy is marginal? Mobile.

Navin Williams

Navin Williams

Google Bowls a Googly

So Google is a Phone manufacturer too. How does that change the game?

Navin Williams

Navin Williams

Market Research Innovation Challenges

Navin Williams explains some of his reasons why the market research industry is where it is in regards to innovation.

Navin Williams

Navin Williams

Research Technology (ResTech)

ESOMAR Paper “Smart MR Using Dumb Phones” – Part 2 : Top 5 Mobile Research Future Trends

If you believe that we can enhance market research by expanding its reach and harness the power of the mobile you should find value in these “Top 5 Ma...

Navin Williams

Navin Williams

ARTICLES

Moving Away from a Narcissistic Market Research Model

Research Methodologies

Moving Away from a Narcissistic Market Research Model

Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...

Devora Rogers

Devora Rogers

Chief Strategy Officer at Alter Agents

The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Sign Up for
Updates

Get what matters, straight to your inbox.
Curated by top Insight Market experts.

67k+ subscribers

Weekly Newsletter

Greenbook Podcast

Webinars

Event Updates

I agree to receive emails with insights-related content from Greenbook. I understand that I can manage my email preferences or unsubscribe at any time and that Greenbook protects my privacy under the General Data Protection Regulation.*