MARKET RESEARCH: THE COMPATIBILITY QUIZ - MT Rainey presents Campaign's Mr and Mrs questionnaire for market researchers and creative directors and advises counselling and role reversal to improve the relationship

Market reseachers and creative directors - the yin and yang, the art and science of our collective endeavour: shall the twain ever meet? Indeed, have the twain ever been introduced?

This clever little Mr and Mrs-style exercise dreamt up by Campaign polls a few of the major pollsters and plays havoc with a few of the major players to find out just how much we are sleeping together. Empirically the responses were in character - detailed and thoughtful from the market researchers, although stumbling horribly over a few terms, "director for example; terse and tentative from the creative supremos ("Where's my planner? This is their job"). And, indeed, it is.

But mutual respect is implicit in all the responses, albeit tinged with a healthy dose of mutual fear. A little bit of counselling and role reversal might help improve this relationship.

METHODOLOGY: Participants were contacted in May and asked to supply a question for the other group. They were also asked to answer as independently as possible, with minimal assistance from other people in their company or acquaintances in the industry. Where the answer is unequivocal, participants supplied an answer for their question and the correct answer is given in brackets.

CREATIVES ON MARKET RESEARCH               KATE STANNERS
                                           deputy chairman, St Luke's

Most clients give a role to consumer       They are the rear-view mirror
insight in their decisions on brand        that tells me what has come
strategy and advertising. What are         before.
the most useful aspects of that
role?

What is the fastest-growing market         Mori
research agency? (Mori)

What are the best research agencies        More econometric modelling?
doing to increase their contribution
to their client's business?

Who owns the contracts for NRS,            Nielsen.
Rajar and Barb? (Ipsos)

Which continent generates the most         US
market research revenue? Europe,
the US or Asia?


CREATIVES ON MARKET RESEARCH               JASPAR SHELBOURNE
                                           creative director, J. Walter
                                           Thompson

Most clients give a role to consumer       Consumer insights are a
insight in their decisions on brand        fabulous start-point, a great
strategy and advertising. What are         way in to a brief, and you
the most useful aspects of that            shouldn't under-estimate the
role?                                      value of that to a creative
                                           person.

What is the fastest-growing market         Mori.
research agency? (Mori)

What are the best research agencies        The same things I would
doing to increase their contribution       expect from my planning
to their client's business?                department.

Who owns the contracts for NRS,            Ipsos.
Rajar and Barb? (Ipsos)

Which continent generates the most         US
market research revenue? Europe,
the US or Asia?

CREATIVES ON MARKET RESEARCH               NICK HASTINGS
                                           creative director, D'Arcy

Most clients give a role to consumer       Consumer insight can help
insight in their decisions on brand        us find the truth that will
strategy and advertising. What are         cause the biggest spark
the most useful aspects of that            between consumer and brand.
role?

What is the fastest-growing market         Don't know.
research agency? (Mori)

What are the best research agencies        They're trying to become
doing to increase their contribution       consultants, but that's OK.
to their client's business?

Who owns the contracts for NRS,            Millward Brown.
Rajar and Barb? (Ipsos)

Which continent generates the most         Europe
market research revenue? Europe,
the US or Asia?

CREATIVES ON MARKET RESEARCH               TIM MELLORS
                                           creative director, Grey

Most clients give a role to consumer       Providing new ways of
insight in their decisions on brand        understanding consumer
strategy and advertising. What are         needs which can be used
the most useful aspects of that            to frame brand and
role?                                      product benefits.

What is the fastest-growing market         Don't know.
research agency? (Mori)

What are the best research agencies        Providing consumer insights.
doing to increase their contribution
to their client's business?

Who owns the contracts for NRS,            Millward Brown.
Rajar and Barb? (Ipsos)

Which continent generates the most         Europe.
market research revenue? Europe,
the US or Asia?

CREATIVES ON MARKET RESEARCH               DAVE DROGA
                                           creative director,
                                           Saatchi & Saatchi

Most clients give a role to consumer       To help you find a
insight in their decisions on brand        genuine and relevant
strategy and advertising. What are         insight. However, the key
the most useful aspects of that            is not just to listen to
role?                                      what they say but to
                                           understand what they mean.

What is the fastest-growing market         Haven't a clue.
research agency? (Mori)

What are the best research agencies        Agreeing with us.
doing to increase their contribution
to their client's business?

Who owns the contracts for NRS,            NFI.
Rajar and Barb? (Ipsos)

Which continent generates the most         US
market research revenue? Europe,
the US or Asia?


MARKET RESEARCHERS ON CREATIVITY           BRIAN GOSSCHALK
                                           chief executive, MORI

What are the four largest advertising      Interpublic, WPP, Omnicom,
and marketing super groups?                Publicis.
(Interpublic, Publicis Groupe,
Omnicom and WPP)

Can we really be sure that market          Research can provide
research provides us with a                understanding and insight of
meaningful representation of what          consumer views of advertising.
consumers actually think?

Name ten in-demand directors from          Jonathan Glazer, Michel Gondry,
anywhere around the world.                 Tony Scott, Ridley Scott,
                                           Frank Budgen, Daniel Kleinman,
                                           Jeff Stark, Paul Weiland,
                                           Charles Randolph-Wright,
                                           Frederik Bond.

Which agencies are pro-active in           Talking up new ways of
evolving new ways to test their            testing doesn't make agencies
creative strategies?                       up to speed.

Do you concede that people who             People who participate in
agree to participate in focus              focus groups ought to
groups are never representative of         reflect the broader segment
the target audience?                       from which they are drawn.

MARKET RESEARCHERS ON CREATIVITY           ANDY BARKER
                                           global director,
                                           Research International
What are the four largest advertising      Omnicom, WPP, Publicis,
and marketing super groups?                Interpublic.
(Interpublic, Publicis Groupe,
Omnicom and WPP)

Can we really be sure that market          Oh dear. Schrodinger's
research provides us with a                Cat has been let out of the
meaningful representation of what          bag ...
consumers actually think?

Name ten in-demand directors from          Blue Source, Doug Avery,
anywhere around the world.                 Tom Carty, Frank Budgen,
                                           Brian Buckley, Hank Perlman,
                                           Kuntz & Maguire,
                                           Frederik Bond,
                                           Jonathan Glazer, Chris Palmer

Which agencies are pro-active in           HHCL & Partners and
evolving new ways to test their            J. Walter Thompson.
creative strategies?

Do you concede that people who             It is a representation,
agree to participate in focus              but no focus group could
groups are never representative of         possibly be entirely
the target audience?                       representative of a
                                           target audience.

MARKET RESEARCHERS ON CREATIVITY           PHYLLIS MACFARLANE
                                           chief executive, NOP

What are the four largest advertising      Omnicom, IPG, WPP, Dentsu
and marketing super groups?
(Interpublic, Publicis Groupe,
Omnicom and WPP)

Can we really be sure that market          Designing research to
research provides us with a                elicit responses to
meaningful representation of what          advertising minimises
consumers actually think?                  the problem.

Name ten in-demand directors from          Sir John Browne,
anywhere around the world.                 Chris Gent, Ben Verwaayen,
                                           Philip Watts, Michael O'Leary
                                           Terry Leahy, Vittorio Radice,
                                           Stelios Haji-Ioannou,
                                           Simon Wolfson, Luc Vandevelde

Which agencies are pro-active in           TBWA/Chiat/Day is the
evolving new ways to test their            only one I know of.
creative strategies?

Do you concede that people who             Unless the recruitment
agree to participate in focus              guide makes a point of
groups are never representative of         ensuring people with
the target audience?                       negative perceptions,
                                           I would concede the point.

MARKET RESEARCHERS ON CREATIVITY           RICHARD SILMAN
                                           chief executive, IPSOS

What are the four largest advertising      Interpublic, WPP, Omnicom,
and marketing super groups?                Publicis.
(Interpublic, Publicis Groupe,
Omnicom and WPP)

Can we really be sure that market          We have a technique which
research provides us with a                doesn't detect the creative
meaningful representation of what          that we're testing
consumers actually think?                  within a reel.

Name ten in-demand directors from          Andrew Green, Sheila Byfield,
anywhere around the world.                 Ben Langdon, Scott McDonald,
                                           Alan Rutherford, Brian Brooks,
                                           Trevor Beattie, Paul Arden,
                                           Chris Powell, Dominic Proctor.

Which agencies are pro-active in           I would like to say all of
evolving new ways to test their            them. Grey is because of
creative strategies?                       Procter & Gamble.

Do you concede that people who             Samples are always selected
agree to participate in focus              to meet specific objectives.
groups are never representative of         A strictly representative
the target audience?                       sample isn't usually the goal.

MARKET RESEARCHERS ON CREATIVITY           SUE GARDINER
                                           managing director,
                                           Millward Brown UK

What are the four largest advertising      Interpublic, WPP, Omnicom,
and marketing super groups?                Dentsu.
(Interpublic, Publicis Groupe,
Omnicom and WPP)

Can we really be sure that market          Use research approaches which
research provides us with a                are appropriate to each
meaningful representation of what          stage of the process.
consumers actually think?

Name ten in-demand directors from          Sorry, I can't do this,
anywhere around the world.                 but we could give
                                           meaningful feedback on
                                           what the consumers thought
                                           of their work!

Which agencies are pro-active in           Many clients evolve their
evolving new ways to test their            own techniques with their
creative strategies?                       agencies.

Do you concede that people who             Yes, of course. All
agree to participate in focus              researchers are only too
groups are never representative of         aware that we deal in
the target audience?                       samples; not the entire
                                           universe.

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