What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Market research global influence
The South African market research profession will have to adjust to the international changes that are taking place within the industry, says managing director of Ask Afrika, Andrea Rademeyer.
Rademeyer says the industry is undergoing a fundamental international shift. The prime change is the role of the market research professional in the eyes of the client. They are being seen as more important but the industry will also need to work on its image to enhance the profession to take its rightful place in the client's estimation.
"We are becoming more of a partner than a consultant as the need for precise information becomes paramount in the marketing mix."
One of the glaring weaknesses of the market research industry is that it does not attract people to it as professionals. It must make the profession more attractive as a career option, beginning at school level, she says.
"Unfortunately there are immediate threats to the industry. Call centre operations are generally more attractive and easier to enter into. Market research is a science that requires much dedication and schooling to be a good practitioner. People are still coming into it after failing at something else, so one is not getting the correct calibre of person in to provide the profession with a core of credible practitioners," explains Rademeyer.
She added that internationally, there had been a shift to global research models, but there was an acceptance that regional solutions need to be considered, paving the way for small independent companies.
"There is no model that fits all applications, but there is a tendency to try to make that work. The age of being proprietary about a research model is over for companies wanting to operate globally - but regional differences are a reality that must be addressed," she explained.
"In order for South Africa to participate in the move towards universal market research standards, we need a more participative local platform which can enable dialogue and concerted actions among leaders of our local market research providers and clients," says Rademeyer. "We need to discuss trends and issues in South Africa and on a worldwide level and then formulate and execute industry responses to critical issues."
