The HRchive CONTENTS

Love 'n Hate Index   >> Issue 1 - SREs     >> Issue 2 - Indies     >> Issue 4 - MD / Agency Boss     >> Issue 5 - MR Software Sales     >> Issue 6 - Omnibus Researchers     >> Issue 7 - TV Researcher     >> Issue 8 - MR Recruiters     >> Issue 9 - Office Party Planner     >> Issue 10 - MR Marketing Mgrs     >> Issue 11 - Associate Directors     >> Issue 12 - Field Mgrs     >> Issue 13 - JRE & Grad Trainee     >> Issue 14 - Head of Research     >> Issue 15 - Viewing Facility Mgrs     >> Issue 16 - Pharma Res Client     >> Issue 17 - Tel Interviewers     >> Issue 18 - Aussie Researchers     >> Issue 19 - Personnel Mgrs     >> Issue 20 - US Researchers     >> Issue 21 - Online MR News Editors     >> Issue 22 - Depth Interviewers     >> Issue 23 - Mystery Shoppers

I began my career in MR in the late 1960’s when the industry was just emerging. Those were the days when there were no computers. We used card sorters to get “counts” of the total sample and maybe a few other breaks (such as gender or age). There were no calculators, so we calculated percentages on a slide rule, or on paper using long division! Imagine the days of no fax machines or copiers.

Questionnaires were run on mimeograph machines using stencils, and copies of letters were made with carbon paper. What makes this industry exciting is to see how far we’ve advanced by taking advantage of technology. Now, we can collect, process, and analyze far more data in a much shorter period of time.

Interestingly, during the early days of my career, most of the interviews were done by interviewers walking door to door to conduct in-home interviews. Telephone interviews were not nearly as prevalent as today, because many Americans still had “Party Lines” in which phone numbers were shared by two or more households.

Any telephone interviewing was conducted by local interviewers working from their homes, because there were no central telephone facilities or flat-rate phone fees. Today, technology allows us to collect data via the Internet and instantly view results.

Another reason for my love of this industry is being able to walk through a supermarket and see products I’ve worked on that have reached the shelves. Or, to watch television or read a magazine and see an ad I’ve tested. It’s always a thrill to say that you have been part of the success of products on the market. But, as I’ve often told younger researchers, I’m also fond of remembering the products that didn’t make it; ones that were kept off the shelves because our research showed that consumers did not feel they merited further consideration.

Over the years, I have made many lasting friendships in our industry. Some have been clients, some have been colleagues, and some have even been friendly competitors. I guess there are two final testaments to how much an impact the marketing research agency business has had on my life. One is that I met my wife at one of my clients’ companies 30 years ago. The second is that marketing research must be in one’s genes, as my eldest daughter chose to enter the industry two years ago, and is as enthusiastic as I am about learning what consumers think and do.

Having worked exclusively for a MR Agency for my entire career (30+ years), it’s hard to imagine doing anything else. As I reflect, it’s also hard to remember more than a day or two of not loving what I do.

Well, I hate people that refuse to change. You know the ones! The market research types that believe that only their chosen methodology works – along with its DOS program – and is at the apex of the discovery world. They do to the same-o, same-o day in and day out leading their clients to believe that tried-and-true is better than new.

I witnessed this very phenomenon when online research first appeared on the horizon less than ten years ago. Those unchanging types were the first to howl and whine about the new technology and its threatening innovations. They were frozen steadfast into their laggardly positions, digging in their heels with every new idea and proposal.

Most of these idiots have now perished, fortunately. The Internet and its fast-paced change requirements led to their demise. They couldn’t keep up with the morphing technologies and forever-hungry clients demanding faster results and real-time data. They couldn’t overcome their fear of change, or simply wouldn’t change to accommodate the innovations market research brings to the world. But it is happening again!

The unchangers are reproducing in alarming numbers. They are about to become out of control like they were once before.

I see it happening before my very eyes. In almost every researcher that calls me about a youth research project, I see them wanting the kids to do the changing. They want the kids – and parents – to do things their way. They fear even the slightest modification in their methods to capture the excitement of kids.

I can’t get them to understand that kids seek innovation, excitement, and the newness of things – even in research studies. Alas! What can I do? How can I tell them that the one thing they fear the most – change – is the one thing that will cause their downfall in the youth research arena? How can I convince them that change is their one true ticket to research success?

I’m disappointed that I can’t connect them to kids in more innovative ways. I’m disappointed that they can’t benefit more successfully from the exciting ideas kids can bring to the table. I’m disappointed that these market research types will not change.

I once heard someone describe insanity as, “doing the same thing over and over again and expecting different results“. A lot of mad people in this industry then – I just wish my own work didn’t depend on them so ...