Fifth Annual MSMR Alumni Marketing Research Conference: A new model for the marketing research industry?
Thursday, April 3, 2014
Our industry is set up on an income model in which the entire industry is paid on its most commoditized component, data collection. We pay for data collection and don’t expect to pay for the intellectual added value that a good vendor can provide. Basically, we charge on the number of completed interviews and the sample frame costs plus margin.
It doesn’t really matter how hard, complex or technically challenging the project is, we make our money on data collection. So in a world in which data collection is becoming more of a commodity, how does the industry stay alive?
In this conference, we will take an honest look at the past, present and future of our industry and tell stories of success and failure based on our current model. We will also discuss future models. This conference is about how the industry works and how to make it better for future generations. Are we to go the way of the railroad, or are we going to find a new way to do this?