Beyond Market Research: The declining use of the word Market Research and how the sector can adapt
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Transcript of Beyond Market Research: The declining use of the word Market Research and how the sector can adapt
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Shouldweleavethelabelbehind?
JakePryszlakResearcher Blogger Speaker
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Letsnotforgetwherewehavecomefrom
1820 1900 1920 1995 2007 2017
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
DataUtopia
1980’s 1990’s 2000’s 2010’s Today
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Researchundertaken
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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
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Outofthetop10rankingagencies
OfagenciesmenNoned‘marketresearchontheir
homepage
30%
OfagenciesmenNoned‘marketresearchontheir
‘Aboutpage’
20%
OfagenciesmenNoned‘marketresearch’asasecondaryterm
40%
Only2agenciesareusing‘marketresearch’acrosstheirwebsiteand‘salespitch’
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Outofthetop50‘consolidatedagencies
OfagenciesmenNoned‘marketresearch’aspartoftheir
‘offer’toclients
OfagenciesmenNoned‘marketresearch’intheir‘Aboutpage’or/andindividualcolleague
webpages
28% 36%
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Isterminologychanging?
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Withterminologychanging,doMRbudgetsneedtochangealso?
10%
5%
B2B MR
PercentageofrevenuethatgoestomarkeNng
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
InanindustryrelatedtoMARKETING,isitconfusingthatwespendveryli^leNmeon‘showingoff’?Ifyouwishtocommentonsocialmedia,pleaseuse#NewMR
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Stripawaythepeopleandtechnologyandwhatdoyouhave?
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
ShoulduniversiNesconNnuetooffercoursesandmoduleslabelled‘marketresearch’?Ifyouwishtocommentonsocialmedia,pleaseuse#NewMR
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
DograduatesandyoungprofessionalsneedtoenhancetheirskillsetsbeforeenteringtheworldofMRX?Ifyouwishtocommentonsocialmedia,pleaseuse#NewMR
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Theuseoftheterm‘MarketResearch’JakePryszlak Beyond MR
Q&A
SueYorkTheHandbookofMobileMarket
Research
JakePryszlakResearchGeek