Report on the UK Market Research Conference held at the ICC in March 2003

Citation

Nancarrow, C. (2003), "Report on the UK Market Research Conference held at the ICC in March 2003", Qualitative Market Research, Vol. 6 No. 4. https://doi.org/10.1108/qmr.2003.21606daf.001

Report on the UK Market Research Conference held at the ICC in March 2003

Report on the UK Market Research Conference held at the ICC in March 2003

This year's conference took as its strangely ungrammatical theme "the thought leadership: revolution" and was generally regarded by those who participated as having been a great success, both in terms of intellectual input and innovative ideas.

After a keynote address by Professor Nigel Piercy there followed 44 papers. For some, interactive participation was encouraged with the use of the latest voting technology. A series of workshops covered "big issues" concerning the talent drain, career opportunities and employee retention, how to consolidate knowledge and communicate research throughout an organisation. New features included Speaker's Corner at break-times and the Sensorium where Mick Williamson promised to stimulate all five senses with the Inspiration Sessions. There were also Think Tanks – with researchers becoming respondents, as both Baby Boomers and Generation X were asked their thoughts on work and lifestyle. There was even a Big Brother element to the conference with a Reality Research Room where competing candidates (all well-known within the industry) undertook tasks set for them, watched by fly-on-the-wall TV, broadcasted and voted for on the Web. The exhibition stands, a cyber café, and a "casino" in the evening completed the event.

The specifically qualitative session – Qualdrophrenia – featured Rupert Blackwell and Judy Taylor (Leapfrog Research) on the use of archetype in developing and understanding brand meaning. Neil McPhee (Morpace Int.), who had the aptly titled Son et Lumiere in qualitative research" argued that the "ambience" of the qualitative research environment was particularly important and that the use of suitable music and lighting should be "adopted into the lexicon of research techniques". Viki Cooke (Opinion Leader Research) stressed the importance of opinion leaders, or "protagonists" as she called them, to success in research. These protagonists are valuable first as "a 'litmus' element who can predict potential opinion", and second as "disseminators of opinion who are able to use of word-of-mouth to shape the contemporary mood". Finally in this session there was a talk by Roy Langmaid and Mac Andrews (Transformations) on theory and practice for the large group – this concentrated on groups as large as 16 or even 30 participants. A dramatic presentation by Elaine Francis and Ken Parker "Tonight, Matthew, I'm going to be …" focused on the problem of qualitative mal-recruitment and offered an interesting solution.

Conference awards went to the following. Best paper: Anthony Tasgal for "The science of the brands: alchemy, advertising and accountancy". Best presented paper: Victoria Brooks for "Exploitation to engagement: the role of market research in getting close to niche target markets". Best new thinking: Mark Earls for "Advertising to the herd" and Mark Oldridge for "The rise of the stupid network effect". Best newcomer: Nick Southgate for "Cool hunting with Aristotle". A debate considered by many to be particularly intriguing was: "What's the difference between a marketer and a market researcher?" by Andrew Pyke and Jo Nola of Scottish Courage. The strangely titled "Cool hunting with Aristotle" created interest. There were several contenders for most baffling title including "How #66542# proved to be the key to gr8t txt". "Cool hunting with Aristotle" was by Nick Southgate of Cogent. He argued passionately against the "perniciousness" of most coolhunters who "damn the uncool", maintain that "only cool people can understand what is cool" and by the very act of coolhunting are liable "to kill the very thing it studies". At another session it was interesting to note that Orange has a Head of Futurology (now there's a title to impress).

Speaking of the future, the Market Research Society Conference next year will be held for the first time in the Barbican complex, London. It will take place on 11-12 March 2004 and organisers hope the convenience of central London will attract more senior directors, clients and delegates from other areas such as PR, marketing and advertising. RESEARCH2004 will take as its theme "Welcome to the dream economy", the second in a trilogy of annual conferences centred on the theme of "thought leadership". More information can be found at www.mrs.org.uk and submissions are welcome.

Clive NancarrowE-mail: cpnancar@aol.com