As I walked the exhibition hall packed with crafty booth designs, new age tchotchkes, and bright faces at this year’s The Market Research Event conference, I was filled with mixed emotions. I was….
- Excited and Overwhelmed
- Energized and Exhausted
- Inspired and Bland
Why these mixed emotions? Rapid, immense, and scaling change!
I was glad I wasn’t the only one who felt these mixed emotions. One main session speaker even said something to the degree of “I can’t visit all the booths guys, I just can’t.” He went on to explain that the whirlwind of different services, directions, and offerings that now exist and are being invented as we speak are just overwhelming at times.
While I haven’t been on the market research scene for 30+ years, even I can see that things have changed and are changing at an increasing rate. The tech industry continues to divvy out hardware and software that enables the common consumer to become a beacon of information at the flip of a switch. This rapid progression has given the innovators of our time the ability to build research platforms around this data cheaper, faster, and just plain better.
So what do you do in this raging sea of options? How do you and your group cope with the rapid movement of the marketing and market research industries? Interestingly enough the answer was right in front of me.
Strong Research Partnerships
One of the most basic truths we learn growing up is “you are who you hang out with.” This is true in the marketing research world as well, and especially important in the fast paced times we’re operating in today. One of the most basic ways you can ground yourself and turn turbulence into growth is through the right research partnerships.
Over my career I have seen the game shift simply by bringing in the right vendor, the right partner for the job. That’s one thing that simply hasn’t changed. As you move into the 2013 calendar year, do yourself a favor. Think long and hard about what you would like to accomplish in the next 3-5 years. Now be honest and answer the question, ‘Do I have the right research partners around me to accomplish these goals?’
The answer to this question may lead to some difficult conversations, but it may also lead to some incredible opportunities.