MRSNZ magazine - Q2-2013 by Research Association NZ

InterVIEW The New Perspective Issue

get to know the MRSNZ members p08

insights to the possible merger

your letters , our calendar and more !

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WORDFROMTHEPREZ My first ‘Word from the Prez’ piece and it seems fitting that I should use this opportunity to say thank you to the last President, Patricio Pagani. He served the position well, he gave it class, mana and set the wheels in motion for the future. Thank you, sir. The honour of presidency is huge; the fact that this might be the last official MRSNZ Presidency is quite daunting. The recent OIWG proposal submissions followed by the town hall meeting where people had the opportunity to have their say was an eye-opening experience and one I’m immensely proud to be part of. The process has been long but a key moment is upon us in July when the motion is proposed to all MRSNZ members and all AMRO members for a vote: the potential outcome being that there is no more MRSNZ - well, not in its current form at least. I’m excited by the prospect of our industry taking a bold step and reviewing how its governing and representative bodies are structured and how they need to step up to meet the growing demands of a changing industry. But I’m also weighed down by the burden of history, the fear that change will yield nothing positive, and the constant pressure to ensure both profession and industry are looked after as an entirety but also separately when needed. These are hugely exciting times and I implore you to read the proposal, to print out the motion when it is sent to you and to read it, to discuss it, to challenge yourself to ask what this means for the industry tomorrow and your profession today. Just as importantly, I ask you to vote.Vote for what you think is the best way forward for the future. Mentioning the future brings me nicely onto the topic of conference. A wonderfully inspiring day of insight, intellect and interaction; make sure you book yourself a seat and bring a colleague or client or supplier - tickets are great way to say thank you for the business / hard work! The Auckland Museum will be the setting for our conference this year on Friday September 13th. Book it into your schedules now and look out for early bird specials. Please feel free to contact me anytime to discuss the upcoming industry vote, the conference, and all things related to this fantastic industry we work in. Proud to be part of it. Spencer Willis

President MRSNZ

Spencer.willis@colmarbrunton.co.nz 3

Publisher: Market Research Society of New Zealand The dedicated team which produced this issue includes: Sue Cardwell Robyn Moore Ritesh Bisoi Karin Curran Claire Lloyd Images are copyright to their owners and should not be copied without permission. Copyright (c) Stock.XCHNG Photos, 123RF Stock Photos. InterVIEW is published four times a year by an enthusiastic sub-committee of the MRSNZ committee. The views expressed are not those of the MRSNZ. We welcome your input and your requests for advertising space. Visit us: www.mrsnz.org.nz

Discuss with us: www.linkedin.com/groups/MRSNZNetwork-3971139

Layout and design of this issue by: Paige Keene and Sapphire Lukupa

InterVIEW | Quarter 2 2013

SpoilerAlert! “Don’t presume anything.”

“What inspires me most about Market Research is that we like to come up with our own way of doing things!”

“What a great way to discover and uncover the mysteries of human behaviour and attitude...one project at a time.” Quarter 2 2013 | InterVIEW

“In July, all voting members will have the opportunity to vote on a motion to establish a single industry body.”

“ The research industry in 10 years will look nothing like it did today, and we need people who think differently.” 5

CONTENTS

welcome

to new

MRSNZ members

The Society is delighted to say hello to a bunch of new members this quarter. If youâ&#x20AC;&#x2122;re among our new members, make sure you come and introduce yourself at our next event. Weâ&#x20AC;&#x2122;re looking forward to meeting you. If you know of anyone who would like to become a member of the MRSNZ, please direct them to the membership information on our website.

FULL:

ASSOCIATE:

Vienna Huang Gravitas Research & Strategy | Lynne Worthington Opinions Market Research.

AFFILIATE:

Frances Van der Walt Midas Infomedia Ltd. | Rumi Shivas Midas Infomedia Ltd. 6

InterVIEW | Quarter 2 2013

mainfeatures 08 & 18 the MRSNZ members 08 save the date 12

the most important vote 16 18 an iconic venue 22 MRSNZ by numbers 24 letters 26 movers & shakers 28 claire lloyd

Quarter 2 2013 | InterVIEW

Get to know the

MEMBERS

Name | Karin Curran Company | Curran Research Role | A Qualie Years in research | 19 Contact me | If you’re bored? Want a coffee in a Starbuck’s with “My light bulb a fantastic view? Have a question moment in Market about the Code of Practice? Have Research was a bottle of Macallan looking for a when I realised home? Choose one I could get paid Email address | Karin@ to ask one set of curranresearch.co.nz people really nosy questions and then tell another set of people what the answers were!”….

Name | Kris Mayo Company | Nielson Role | A Quantie Years in research | 14 Best read | Tipping Point Contact me | If you want to know “What inspires about MRS in Wellington, also happy me most about for anyone to give me a call if they Market Research have a query or just want feedback J is that we like Email address | kris.mayo@nielsen. to come up with com our own ways of doing things!”

“My lightbulb moment was when I realised I could get paid to ask one set of people really nosy questions and then tell another set of people what the answers were!”

MAINFEATURE

“I loved Market Research from the moment I got my first graduate job in an agency. I was amazed that someone was willing to pay me to do something so fun!”

Name | Kay Bramley Company | UNITEC Role | A something else… Years in research | 20+ “The light bulb moment when I realised Market Research was the I get excited aboutplace for me was in my first BIG analytical client side role.You see all the studies that give pieces of the jigsaw – sales, brand you an ROI on your development, quant, qual and how it marketing spend so fits/informs strategy….” you know where Email address | kbramley@unitec. to focus to get the ac.nz best returns

Quarter 2 2013 | InterVIEW

“Market Researchthe place for me when trying something different or new on a whim.. and having it turn out right and blowing the client away.”

Name | Bart Langton Company | Ipsos Role | A something else… Years in research | 10 “My light bulb moment in Market Research is more like intermittent flashing lights rather than a singular moment….meeting, speaking, listening to hundreds of people around the world, hearing their stories about life, and adding to my understanding of people again and again.” Email address | bart.langton@ipsos. com

“I was amazed that someone was willing to pay me to do something so fun!”

MAINFEATURE

“Most embarrassing banana slip up moment was [while not being responsible for it] having to tell a client the whole report was wrong due to weightings!”

Name | Spencer Willis Company | Colmar Brunton Role | A Qualie Years in research | 10 “Light bulb moment in Market Research came in three moments Email address | actually… Duncan Stuart telling spencer.willis@ me not to change the way I think colmarbrunton. and that he admires the way I write co.nz questions (him admiring something I do geez). Debra Hall telling me to get out of my own way …and Jacqueline Ireland saying that the research industry in 10 years will look nothing like it does today and we need people who think differently.”

Name | Robyn Moore Company | Research Collective Role | A Quantie Years in research | 17 “Light bulb moment in Market Research was when I realised that Market Research it was paid Anthropology! What a inspiration great way to discover and uncover “The number of the mysteries of human behaviour fellows still active and attitude…one project at a in research after time.” so many years!” Email address | Robyn@ ResearchCollective.co.nz

“What

I Admire

in Market Research is researchers who ask questions, make me stop what I’m doing and want to look for new ways of doing research for them.”

InterVIEW | Quarter 2 2013

Email adress | Robyn@ ResearchCollective.co.nz

MAINFEATURE

profile photo ? need larger image than given 1ast time as quality/ cropping is too small “Just a newbie on the committee!”….

Name | Wing Zheng Company | Research Now NZ Role | A support function to research… InterVIEW | Quarter|272013 Years in research Contact me | if you’re bored? “What I admire in Want a coffee in a Starbuck’s with Market Research a fantastic view? Have a question Industry is about the Code of Practice? Have researchers who a bottle of Macallan looking for a ask questions, home? Choose one make me stop Email address | WZheng@ what I am doing researchnow.com and want to look for new ways of doing research for them.”

Quarter 2 2013 | InterVIEW

Who inspires me most in MR “Winifred Henderson”

Name | Mel Greenslade Company | Prime Research Role | A Qualie Years in research | 2 “My most embarrassing banana slip up moment was when I was dropping off an incentive to a researcher and complimenting him on his pants, or in this case I referred to them as ‘fat pants...’ They, however, took it very well.”

Name | Catherine Frethey-Bentham Role | A Senior Lecturer at University of Auckland and Market Research Consultant.

WHat

Where

Why

MRSNZ Panel

Generator: 22-28 Customs St Auckland

What are the 3 skills researchers need to grow the industryClient side panel discussion

Final motion voting on possible merger

Merging AMRO and MRSNZ

Generator: 22-28 Customs St Auckland

MRSNZ

Auckland Museum

Experience the Future!

Istanbul, Turkey

Think BIG!

Wellington, NZ.

Stephen MooreQuiz Master Extraordinaire, will again be hosting.

DiscussionGot Skills? MRSNZ Membership Vote

Conference

ESOMAR Congress

Annual Wellington MRSNZ Quiz Night

save the date How much?

Contact

FREE! Includes a drink and canapes.

When 30 July 2013

secretary@mrsnz.org.nz

FREE!

06:30 pm.

30 Junly 2013

And free panel discussion (see above)

secretary@mrsnz.org.nz

(TBC)

secretary@mrsnz.org.nz

4pm onwards Voting closes at 7pm

Friday 13th September 2013

600 Euros + Plus expenses

(TBC)

www.esomar.org

secretary@mrsnz.org.nz

22-25th September 2013

24th September 2013 6pm

Quarter 2 2013 | InterVIEW

WHat

Where

Why

Mystery Shopping

San Antonio, Texas, USA.

Annual Conference

Providers Association Annual Conference

QRCA

CASRO Annual

San Diego, California, USA.

Los Angeles

Conference ESOMAR Qualitative

Annual Qualitative Research Conference

Valencia, Spain

Research Forum:

The Future Of Mobility

AMA SERVSIG 2014- International Service Research Conference 14

The council of American Survey Research Annual Conference

Valencia, Spain

Research Conference

ESOMAR

This is the premier conference for Qualitative practitioners, with unparalleled opportunities.

The Future Of Mobility

Thessaloniki, Greece.

The mission of SERVSIG is to be the best full-service system for keeping in touch with the people, events, and knowledge of services marketing and management.

save the date How much?

Contact

Information on Enquiry

www.mysteryshop.org/ events

$825+ USD

www.QRCA.org

When 24- 26th September 2013

16- 18th October 2013

Information on Enquiry

www.casro.org

7- 10th October 2013

www.esomar.org

7- 19th November 2013

Information on Enquiry

www.esomar.org

19- 20th November 2013

300+ EUROS

www.servsig.org

13- 15th June 2014

The Most Important Vote

MRSNZ & AMRO In July, all MRSNZ and AMRO voting members will have the opportunity to vote on a motion to establish a single industry body. A ‘town hall’ consultation event was held at the Auckland University Business School on June 8th. Submissions on the initial proposal were overwhelmingly positive: 19 written submissions – 16 in support and 3 seeking further clarification. The ‘town hall’ event saw a number of members speaking to their submissions. The One Industry Working Group (OIWG) wants to thank everyone who made submissions and provided constructive feedback to ensure the motion that will be put to membership vote is thoroughly thought out and vetted. This is an exhaustive process and it is incredibly important that everyone contributes! With the consultation phase over, the OIWG will now review all the feedback and submissions, revise the proposal as appropriate, and put together the final motion for the vote.

in the History of

The Timeline: · 1st July - Single industry motion and revised proposal sent to MRSNZ and AMRO members · 30th July - MRSNZ Special General Meeting – venue is the Generator, 22-28 Customs St. East, Auckland. Voting from 4pm; ballots close at 7pm. Results to be announced on the night. · 30th July - Full members vote either by proxy or at the Special General Meeting · 2 August – AMRO members meet to discuss MRSNZ decision and confirm next steps for AMRO Your Vote Matters! This is the biggest decision to be taken by MRSNZ since its inception over 50 years ago. This is incredibly important to decide how the industry moves forward. You determine the future. If you are a Full member – VOTE. The OIWG Team Contact any or all of the OIWG if you have any questions: Rob Clark (AMRO Chair) rob.clark@nielsen.com Spencer Willis (MRSNZ President) spencer.willis@colmarbrunton.co.nz Rob Bree (AMRO Exec) rob@robbree.com Karin Curran (MRSNZ VP) karin@curranresearch.co.nz Ian Mills ian.mills@ipsos.com Winifred Henderson (AMRO DC) winifred@primeresearch.co.nz Maria Tyrrell (Fellow) Maria@needscope.com Patricio Pagani Patricio@infotools.com 17

An Iconic Venue The evening event will take place at one of Aucklandâ&#x20AC;&#x2122;s most iconic buildings, the Memorial Museum. Constructed in the neo-classicist style, it sits on a grassed plinth in the Auckland Domain, a large public park close to the Auckland CBD. This incredible landscape setting offers extensive views out to Te WaitematĂĄ, Tikapa Moana and the other maunga of the Auckland Volcanic Field. It is a rich and distinctive natural and cultural landscape, surrounded by Auckland urban amenities.

InterVIEW | Quarter 2 2013

MAINFEATURE

Quarter 2 2013 | InterVIEW

Experience the Evening Our evening event for the conference, including a seated three course meal, will be held under the elegant copper dome on the roof of the Auckland Museum. This circular glazed space offers panoramic views across the city and will be a fabulous way to celebrate another year in the Market Research industry. We look forward to connecting with old and new colleagues in this gorgeous arena.

InterVIEW | Quarter 2 2013

MAINFEATURE

Quarter 2 2013 | InterVIEW

MRSNZbyNUMBERS 27%

ϐ ǫ

other

Current relationship with MRSNZ

20% joined past 2 years

Market Research Agency Independent Market Research Practioner

53%

who? joined MRSNZ 6 + years ago

55% 20%

80%

Best way to contact members:

value their membership

Interview & email

Strong dislike = hardcopy

Length of time in industry

31% 25%

20+ years 6-10 years

over half MRSNZ been in the industry at least 1/2 a decade 22

MRS

MARKET RESEA OF NEW Z

Main reason for being part of MRSNZ

53%

Share/network/ be part of a community

Closest city for working week The ‘big smoke’ for most MRSNZites

22% Wellington (73% live there by choice)

Number of invitations: 445 current members and 65 ex-members Number of completes: 105 (24% of the total invitations) current members and 1 ex-member Fieldwork dates: Thurs 6 March – Tues 12 March 2013

MRSNZbyNUMBERS

62%

Say an overseas speaker would be a key drawcard to attend events

40%

Should AMRO & MRSNZ merge?

55% yes

in some form think it’s a good idea

Greatest concern if MRSNZ & AMRO merge:

31% not sure 14% don’t agree that the interest of both groups should be maintained/ kept in balance

What es MRSNZ it think...

SNZ

ARCH SOCIETY ZEALAND

39%

agree MRSNZ can be more useful if they had new ideas...

keen to see more:

website, facebook, blogs forums & emails from MRSNZ

Most agree that MRSNZ: effectively promote market research industry standards is a recognised leading professional body

Content of the survey: Perceived value of MRSNZ membership was not measured on its own but in comparison to other similar professional industry bodies, e.g. AMSRS, MA etc. Compared to the previous survey, we asked more specific questions about the remits of the different sub-committees, recommendations/ideas on conference and professional development for respondents. In terms of member services, we added discussion around options for different fee structures, e.g. increasing membership fee to including professional development section. Another addition this time was the “One Industry” feedback.

letters

uk d i d yo

n o w?

Dear Editor,

Ethnography Workshop with Charlie Cochrane A very big thank you for such a terrific day - great topic, great hosting from Colmar and great information from Charlie. Thanks MRSNZ Elizabeth

InterVIEW | Quarter 2 2013

r Stater! let

letters Dear Editor, Canâ&#x20AC;&#x2122;t WEIGHT for the census estimates?

ith the majority of survey findings post-weighted to national population estimates, a seven-year gap between the Censuses has made for a long wait. However, we expect to have the new estimates released at yearâ&#x20AC;&#x2122;s end. You can imagine the collective sigh of relief, as our confidence in the accuracy of new survey findings will be restored.

Think that this brings about an end to our uncertainty as researchers? Think again. Cabinet is yet to decide the timing of the next Census. While 2018 is one option, timing could be delayed until 2021. Our strategies to deal with the issue of outdated data may yet need to be reinstated.

Quarter 2 2013 | InterVIEW

It is the potential changes beyond this delay, however, that may yet have greater implications for our industry. Statistics New Zealand is leading a massive Census transformation program. Think survey methodology on steroids. A recently released paper outlines the assumed Census information requirements with 8 possible options (a mix of administrative based and survey-based), and associated timing. While you may not wish to read the paper, the outcome is something that should be of interest to us all. We note the short consultation phase has recently closed. Number cruncher, Wellington.

Movers

AND

Shakers Focus Research / NeedScope International welcomes two Qualitative researchers â&#x20AC;&#x201C; Alana Boyd as Research Assistant and Anika Nafis as Research Manager. Alana joins Focus with a background in International Business and Music History, studying both at Canterbury University. Anika returns to Focus after six months abroad â&#x20AC;&#x201C; welcome back! We are sad to farewell Samantha Humphris as she leaves the Qualitative team to travel overseas. Best of luck to you. Congratulations also to Robert Gaston who has been promoted to Quantitative Research Executive.

Research Now NZ says a fond farewell to Franco Esposito who was lured back to the UK for an exciting career opportunity. Fortunately, George Glubb, a true blue Kiwi decided to wrap up his OE after 6 years in London and has joined the Research Now New Zealand office as Associate Client Development Director. George was Head of Business Development at Kantar Media Intelligence in London where he worked with a large range of local and international organisations.

At Gladhouse Consulting, there have been two recent promotions: Tommi Wong has been promoted from Account Executive to Account Manager and Jenifer Curren has been promoted from Senior Account Manager to Research Director. Congratulations to them both! Nielsen is pleased to welcome some new faces to their team... Jason Kok has joined as a Manager in the CI team from TNS UK, Sam Taylor comes to the Retail Client Service team from

InterVIEW | Quarter 2 2013

Movers

AND

Shakers University of Canterbury and Ferdinand Tabien has joined the TAM DA team as Chief Technician. We also have Roshan Anchamkoodiyil joining the IT team. A big welcome to you all. Sadly we say farewell to Anna Boyle who is moving to Australia after 9 years with Nielsen, David Hanson who is going client side, and Rajesh Batchaya who is heading to Bangalore where he has accepted a new Lead role (WTC Lead for Nielsen APMEA & GRC).

Quarter 2 2013 | InterVIEW

On the promotion front.... Carl Tinsley is moving into a role in Global Operations, Karen Hansen takes on a new quality role in regard to coding for the Retail Measurement and Homescan services, and Neil Bhattacharya has been promoted the position of TAM DA Leader for New Zealand. Both Stephen Kofoed and Megan Walker have also been promoted to Senior Client Service Executives. Congratulations to you all! And lastly, happy

congratulations to Sakon Bandasak and his partner Angela, on the safe arrival of their son Micah Anuson Bandasak. Also to Sarah Smith and her husband Fraser on the arrival of their son, and to Mark Saunders and his partner Debbie, on the safe arrival of their son Cayden John Saunders. Colmar Brunton welcomes Alana Smith as Account Manager and bids Desmond Kiernan, Senior Project Manager, happy travels on his overseas journey. Congratulations goes to Harriet Dixon who has been promoted to Account Director.

Claire in the Andes

InterVIEW | Quarter 2 2013

who'swhoinMRSNZ Friday night drinks? Meet me at: The Paper Moon in Mairangi Bay, great atmosphere, lovely food and wine, and close enough to walk home. To relax, I: Go horse riding. The sense of euphoria it gives me is amazing; I’ve been riding horses for 40 years. InterVIEW is coming to dinner. I’m cooking: Probably a chocolate cake. In our house it’s my husband Mark who creates the most delicious meals; I do the baking. The music I’m listening to now is: Ellie Goulding, although Rob Thomas is never far away. My dream holiday would be: To visit Bolivia and Peru, especially Machu Picchu – look out for my photos on FB! An ideal weekend is: Drinking wine in the spa, horse riding, taking my dog for a nice long walk, reading a good book and watching re-runs of 24, just so long as my family are with me. People who have inspired me recently: Some of the people I have contact with every day inspire me, both through the MRSNZ and AUT, where I also work part-time. In particular I work with a Professor of Oral Medicine who has incredible drive; she devotes so much of her life to helping people with oral cancer and other medical conditions of the mouth. The best thing I’ve learnt in my career is: Don’t presume anything. When I win the jackpot you’ll find me: Travelling, most likely in South America.

60 seconds with Claire Lloyd Claire Lloyd is Executive Secretary of the Market Research Society. Her role includes working closely with the committee, communications with members,helping to plan the MRS conferences, awards and other events, website administration and day to day accounting.. Claire has seen the Society through a decade of changing committees and challenges, successes and failures, and handled it all with her tireless efficiency and charm.

My worst job was: Working in a very quiet travel agency specialising in only one country (Malta) If I wasn’t a market researcher I would be: A travel agent, or given my interest in animals, looking after horses and pigs (if I didn’t need an income). Other researchers should contact me if: They want to know who’s who in the MRSNZ. Quarter 2 2013 | InterVIEW

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hours