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The newsletter of the Market Research Society of New Zealand

InterVIEW Q4 2012

Editor’s pick: Make sure you take a look at this issue’s winning letter...

MERGE LIKE A ZIP? Not to be missed! This issue is packed with news from around the industry! Who’s moved? Who’s set up on their own? Who’s just won a victory? Read on to find out...

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Publisher: Market Research Society of New Zealand

       •   •   •   •  •   •   •  

The dedicated team which produced this newsletter includes: Sue Cardwell Wing Zheng Ritesh Bisoi Des Kiernan Claire Lloyd Images are copyright to their owners and should not be copied without permission. Copyright (c) 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 &

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InterVIEW | Quarter 4 2012



is with pleasure we bring you the final InterVIEW of 2012. It has been a challenging, but great year for us, and we would like to thank our members for the support they have given us. We look forward to 2013 being a year where we can proudly say our industry got reinvented. In this edition, we examined the topic of MRSNZ and AMRO collaborating together. We asked our industry leaders what their thoughts were. We would love everyone to participate in the debate, so please write to the editor as you read the articles and share your views and comments with us. We need your input to make sure we do what is best for all of us.

Over the last few months, it has also been great to see you all at some of our recent industry events. The Best of ESOMAR night was a special experience which showcased some of the best research from around the world. It also reminded me of how great our local research really is too. This was reflected in the Best of the Market Research Awards presentations which showcased our local fabulous talent. If you couldn’t make it, you missed something quite special! We got to have a sneak peek into some of the best pieces of research done last year. I would encourage you all to pop down next time, these events are great opportunities to share war stories and learn from each other. A special thanks to the Research Club for organising a great networking event at Tyler Street Garage.We were all glad to see a lot of ‘client-side’ researchers show up. What a fun night that was. I and the great MRSNZ committee are looking forward to another great year. Have a great festive season, and may you start 2013 with a big smile in your faces! Ciao! Patricio Pagani President of MRSNZ | @patpagani

Quarter 4 2012 | InterVIEW

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Surprises inside this issue...

The only way is onward!

Special offer for MRSNZ members MRSNZ is pleased to announce that our members can now have access to the AMSRS series of webinars at the preferential price of A$55 per session which equates to nearly 30% off the usual non-members’ rate of A$77. This is one of the benefits offered to the members of APRC – Asia-Pacific Research Committee which MRSNZ joined recently.

Each year AMSRS runs 7-8 webinars on topics such as Developments in on-line research, Innovations in Modelling, Gamification, Webnography, Continuous Panel Research, and Neuroscience and Biometrics amongst others. These are given by leading experts from Europe, the US, and Australia itself.

Market Research like herding CATI? ...then use the new Web CATI module from The Survey System! See how The Survey System offers you a great deal of power and functionality without breaking your budget. Gather your respondent data quickly using a combination of one or more mixed methods - telephone interviewing, online, in-person interviews, mail surveys - whichever is the best way to contact people. Download your trial copy from:

[Contents] 001 002 003 ��������������������������������������������������������������������������� Word from the prez 004 005 006 007 008 ����������������������������������������������������������� Mentoring University Students 009 010 ��� Consumer Law Reform Bill Select Committee Recommends Status Quo 011 ��������������������New Zealand Political Polling Guidelines + Save the Date 012 ������������������� Cover Story: MRSNZ & AMRO discuss forming a Single Body 013 014 015 016 ������������������������������������������������������What is AMRO? The 30 second guide 017 018 ������������������������������������������������������������� Questions, feelings, reactions 019 020 021 022 023 024 025 026 027 ���������������������������������������������������������Welcome to new MRSNZ members 028 ������������������������������������������������Innovations - City of Ryde and Toluna 029 030 ��� Recent Events - Best of ESOMAR + MRS award winner presentations 031 032 �������������������������������������������������������������������������Letters to the editor 033 034 ��������������������������������������������������������������������������� Movers and shakers 035 ������������������������������������������������������������������������������������Company news 036 ������������������������������������� Book Review: Multipliers by Horst Feldhauser 037 038 039 �������������������������������������� 60 seconds with...Catherine Frethey-Bentham 040 ��������������������������������������������� What are your New Year’s resolutions?


News & Views

Mentoring university students By Coralee Marshall and Macushla Howell When we were approached by The University of Auckland to take part in the Advanced Marketing Research Mentorship Programme we thought it would likely be an interesting and enjoyable experience. However, we found the experience to be much more rewarding and worthwhile than we’d imagined. The experience was a truly rewarding one – it was a privilege to work with such a wonderful, bright group of students over the 3 months of the programme and have the opportunity to share our knowledge

and experiences with them. As part of their final assignment each student group was asked to present their research findings. We had the pleasure of attending these presentations and were very impressed with the high calibre of the work presented. It was wonderful to see new and clever thinking, particularly in regards to recommendations – as researchers we often find ourselves ‘stuck in a rut’ when it comes to thinking of new ways forward for our clients, and it was really delightful to see students coming up InterVIEW | Quarter 4 2012

News & Views

‘$50 for five questions’ supermarket survey scam Little wonder consumers mistrust survey invites.

with recommendations from a fresh and unlimited perspective. The mentoring experience was not only enjoyable but also a marvellous learning experience for us. Everyone has heard that teaching people solidifies knowledge, and this was certainly the case for us both. But beyond this, the experience reminded us of the need for creative thinking and inspired us to work smarter knowing we have such talented students soon to be entering the industry.

Quarter 4 2012 | InterVIEW

Countdown warned customers of a fake Facebook survey, appearing to come from the supermarket, offering $50 store credit for answering five questions. Perhaps the scam would have been more convincing if it were 50 questions for $5!



News & Views

Consumer Law Reform Bill select committee recommends status quo AMRO has been working with various Government officials over the last 2 years following its submission on the review of the Privacy Act.

advocated that the current NZ approach was among the most effective ways of managing it, i.e. clear separation of marketing and research registers.

One of the early recommendations arising from the Law Review Office was to introduce changes to the “Do Not Contact” selfregulatory system in NZ and bring it under management by statute.

The Ministry confirmed it would not be recommending change to the system and that regulation would create more problems than it solved.

Rob added “Thanks to the generosity This would have had the effect of requiring and patience of AMRO members, all NZ researchers to be bound by the Marketing researchers can get on with the job.” Association DNC rather than by the joint If you or your company does not currently AMRO / MRS register. receive updates of the AMRO/MRS ‘Do not AMRO provided the Ministry of Consumer call’ register and it is appropriate for you to Affairs with a broad range of research on do so, please contact the MRS secretary to DNC situations from around the world and be added to the list. InterVIEW | Quarter 4 2012


Save the Date [January]

2931 time tbc

Market Research in the Mobile World (MRMW). Meet client-side executives from Coca-Cola, Huawei, Mondelez, Philips, Ericsson, Mastercard, SingTel, Google and other leading brands and hear them talk about how mobile research is used to deliver actionable insights.

Discount of 15% offered to MRSNZ members

Kuala Lumpur, Malaysia

Visit or contact Colin Wong: colin.


New Zealand Political Polling Guidelines – draft for consultation December 2012 Political Polling Guidelines have been developed by a group including New Zealand’s leading political pollsters in consultation with other interested parties. The purpose is to ensure that AMRO and MRSNZ members conducting political polls, and media organisations publishing poll results, adhere to the highest “NZ appropriate” standards. You are invited to review the guidelines and submit any comments, questions and recommendations to the guidelines group. Link to the guidelines on the MRSNZ website:

Quarter 4 2012 | InterVIEW

1122 time tbc

New Zealand Social Statistics Network (NZSSN, is offering fourteen 5-day courses, two 3-day courses and one 2-day courses. Railway Building West Wing, School of Government, Victoria University of Wellington.

$400 to $2,300 per course depending on the course taken

Visit or email nz to enrol or for more information.

With a special thank you to our website sponsors:


InterVIEW | Quarter 4 2012


MERGE LIKE A ZIP? MRSNZ & AMRO discuss forming a Single Market Research Body in New Zealand 13 December 2012 Representatives from New Zealand's two leading Market Research bodies, the MRSNZ & AMRO met recently to consider a unified, One Body approach to industry representation in the future. It was agreed that the concept of the two organizations MRSNZ & AMRO joining to become one had significant benefits and a Working Group has been established to explore how that might best be delivered. The Working Group consists of Rob Clark, Karin Curran, Winifred Henderson, Ian Mills, Patricio Pagani, Maria Tyrrell, Rob Bree and Spencer Willis. The Working Group has been charged with developing a proposal for the structure of a single representative body, along with how it might operate and how it might best shape and protect the Market Research Industry in New Zealand for the future. This would then be voted on by members of MRSNZ & AMRO in 2013.

The over-riding feeling of those attending the meeting was "getting it right is equally as important as getting it done" and as such, the following process has been agreed : 1. The Working Party will present a Framework for discussion at the MRSNZ & AMRO AGMs in March 2013 2. Prior to June, the Working Party will circulate the proposal and call for submissions and expressions of interest from the wider research industry during June 2013 to help develop a new look organisation 3. An Extraordinary General Meeting will be called to vote for the formation of a Single Market Research Body in July/August 2013. 4. If approved, the new body would be launched in Sept/Oct The spokespeople for the Working Party are Patricio Pagani (MRSNZ) and Rob Clark (AMRO) and future communications around the progress of The Working Party to form a Single Market Research Body in New Zealand will be sent jointly by these 2 representatives. For any thoughts , suggestions or questions in the interim please contact: Rob Clark

Patricio Pagani

Quarter 4 2012 | InterVIEW


Actions & plans MRSNZ, AMRO and the Single Market Research Body

What has been done and what is planned? Mar ‘12: At the AGM the committee tasked themselves to conduct research ‘on the topic’ May – Jun ‘12: Internal research was gathered within the committee and from other organisations around the world, on the implications of a merger Aug ‘12: MRSNZ commissioned an independent consultant to conduct research and compile a report of advantages/ disadvantages of collaboration between MRSNZ and AMRO

Dec ‘12: Working group met for the first time. It was agreed that the concept of the two organizations MRSNZ & AMRO joining to become one had significant benefits and a working group has been established to explore how that might best be delivered. The overriding feeling of those attending the meeting was "getting it right is equally as important as getting it done" and as such, the following steps have been agreed… Jan/Feb ’13: Working group meetings continue

Oct ‘12: Independent report submitted Mar ’13: Framework for discussion presented to MRSNZ committee. MRSNZ prepared response for AMRO to produce a more ‘formal’ at MRSNZ AGM June ’13: Working group to call for proposal as a next step submissions and expressions of interest Nov ‘12: AMRO answered with an invitation from the wide research community on the to form a working group. MRSNZ accepted framework discussion topics the invitation and working group was formed, consisting of representatives of both organizations.

July/Aug ’13: Extraordinary General Meeting will be called, for MRSNZ members to vote on the proposed change

Patricio Pagani President of Market Research Society of New Zealand Editors’ Note: Associated documentation can be found on the MRSNZ website - links on next page.

InterVIEW | Quarter 4 2012


Read the official correspondence

AMRO to MRSNZ June 2012 - A Case for a Merger Merger Report commissioned by MRSNZ October 2012 Email sent to MRSNZ members 25 October 2012 AMRO to MRSNZ 14 November 2012 MRSNZ Committee response to AMRO 23 November 2012 AMRO to MRSNZ 30 November 2012 - Formation of a SubCommittee to Recommend Options for Industry Merger All documents currently available from Quarter 4 2012 | InterVIEW

Click to download the documents

What is AMRO?


The 30 second guide.



4 %


of the market?*

Projects 1 Membership 2 The New Zealand Political Polling Guidelines 3 Tertiary Engagement 4 National Census 5 Privacy Act / DNC Register 6 Unsolicited Electronic Messages Act 7 SUGGING / Disciplinary Strategy / Cross Industry Cooperation 8 Government Procurement 9 AMRO ISO 20252 10 Building Networks with other significant industry bodies InterVIEW | Quarter 4 2012 * Estimate


Spot the difference. Raison d’Être Focused on the

profession of research.

Focused on the

Some priorities: • Industry standards • Celebrating success • Education & development

business of research.

Some priorities: • Governance and advocacy • Industry self-regulation • Industry unity and relevance

Structure Pres. VP


Chair DC




Sec. Exec Dir. Employed

Committee Direct representation through company rep.

Elected Represented by committee members

Members are professionals

Members are companies

History Founded

50 years ago

Quarter 4 2012 | InterVIEW


28 years ago


Questions, feelings, reactions! InterVIEW requested views on the proposed merger from a range of opinion leaders and thinkers from around the industry, as well as receiving letters to the editor, which we share over the coming pages.

InterVIEW | Quarter 4 2012


What substantive process will be put in place to ensure interests of individual professionals is not drowned out by interests of big companies?

““ “

How will the funding work especially as one is more individual based and the other company based? How the combined organisation is going to promote the market research sector? What will be the external focus for the next 3 years to ensure that our profession stays relevant within the realm of big data?

Quarter 4 2012 | InterVIEW

Editor’s note: InterVIEW has passed these on to the new Working Group and hopes to have some comments in a future issue.


Taking the temperature on the proposed merger A selection of comments

What one word describes how you feel about the idea of the MRSNZ and AMRO coming together?

“About time.

...Could be a powerful alliance or plagued with tension, up to us to decide which will be reality.” Maria Tyrell, NeedScope

What one word describes how you feel about the idea of the MRSNZ and AMRO coming together?


...As a concept it has potential, but the devil is in the detail.” Sally Wyatt, Eyrie Consulting One word to describe the potential of the MRSNZ and AMRO coming together...


...The profession may lose its independence from the big corporates. Interests are not always aligned.” Richard Dunbar, Nexus

What one word describes how you feel about the idea of the MRSNZ and AMRO coming together?


...Help develop more enforceable standards, industry wide training programmes and help fund involvement with worldwide MR industry initiatives.” Alastair Gordon, Gordon & McCallum

InterVIEW | Quarter 4 2012

What one word describes how you feel about the idea of the MRSNZ and AMRO coming together?



...Each organisation represents different interests. What’s good for AMRO & companies is not necessarily good for MRSNZ & professionals.” Jesvier Kaur, QZONE

How would the MRSNZ and AMRO coming together change our day-to-day operations?

“More efficient. ...Faster decision-making to respond to potentially damaging issues.” Murray Campbell, Baseline Consultancy

Name one effect on the market research industry if the MRSNZ and AMRO came together?

“Improved status. ...A much stronger voice and therefore greater potential to have the respect of business, government and the public.”

Quarter 4 2012 | InterVIEW

Theo Muller, MMResearch


Proposed merger: longer statements

Longer statements Points of view on the proposed merger.

InterVIEW | Quarter 4 2012

Proposed merger: longer statements

By Colin Ingram Needscope International, FMRSNZ

development (an example being the successful mentoring programme being conducted with Auckland University and hopefully expanded). However, their contribution to this activity (i.e. One argument for retaining the status quo of individuals willing to give their time to do this) two organisations is that that the goals and is on a company or individual basis. This is not objectives of each organisation are different, or going to change. even in opposition. If the two entities have conflicting If the two organisations no longer existed, what would be the nature of the organisation that would emerge to fulfil the needs of the industry, and would this be one organisation or two?

A recurrent theme is that ‘MRSNZ looks after the interests of the members, while AMRO looks after the interests of the companies’. This evokes an employer-employee adversarial model, where the goal of making profits is counter to the interests of the membership.

objectives, then this hasn’t been evident in the activities and current relationship of the two organisations as separate entities.

Any examples of ‘conflicts’ that I’ve heard quoted have nothing to do with AMRO - they are cases The reality is that the issues that AMRO involves where a specific employer had a view about an itself with are to ensure that the industry is issue that was seen to be driven by self-interest. able to prosper, and by definition make profits. This is not AMRO. They do this by protecting and promoting the In any case, concerns about conflicting priorities reputation and role of market research amongst are based on a concept of a merged body business, government and the public. comprising of two entities - a monster with They are concerned with promoting and two heads trying to eat each other. However, protecting quality standards, making submissions the merged body will have merged goals and to government on legislation that impact the objectives, as well as a merged resolve and ability of the industry to operate, liaising with merged resources to achieve them. the tertiary sector, and so on. The MRSNZ and its membership currently looks If this allows the industry to prosper and grow, to AMRO to fulfil a number of functions that the then it allows researchers to be employed, and MRSNZ is unable to do alone, and to provide to attracted talented people who see market financial backing for certain activities. research as a rewarding long term career. In the current economic climate this is hardly counter If these functions are considered important to the MRSNZ membership, then a merged body to the interests of the membership. will provide equitable funding for these functions, There is also a view that the ‘AMRO’ part of the and a greater capacity to achieve the mutual merged organisation would not be interested in goals of the current bodies. member focussed activity such as professional development. This is an erroneous expectation. Therefore I support the formation of a single AMRO companies currently support professional body to represent the interests of our industry. Quarter 4 2012 | InterVIEW



Proposed merger: longer statements

By Duncan Stuart Ipsos, Life Member and FMRSNZ

Over the years as a researcher I’ve always related much more to the MRSNZ as our professional body rather than AMRO (our industry association) for two inter-related reasons. First, I think the prior concern of any professional person is to ensure that they work in a profession that is respected, that keeps advancing (in our skills and methods) and where one can meet with colleagues and talk shop for mutual advantage. Companies may come and go, but the profession keeps advancing.

Craftsman which is about the human desire to do a job well for its own sake. The motivations of the business person and the objectives of a professional, or a craftsperson, are quite distinct.

But how different, really? When I picture AMRO and the MRSNZ I picture a Venn diagram nevertheless with quite a big area of intersection. In common are our concerns around the Privacy Act and in the fuzzy distinctions between the evils of direct marketing versus the virtues of listening via research. In common are the I’ve always admired the medical profession for needs for ethical standards surrounding IP, or being willing to sing out if public safety was trustworthy analysis. In common are the needs being compromised by budget cuts. I’ve long to attract good talent. valued the willingness of the legal profession to The truth is, the area of intersection is so point out aberrations in the justice system. Both extensive that the two circles are for some professional bodies stand for something and people looking more and more like one circle. usually rise above being the vested voice, merely, Hence the talk to simply merge the two. of money. I personally don’t think the circles overlap so The second reason is that for the greater part well however. Blur my eyes and they still look like of my time as a market researcher, I worked two circles. The reason for this goes back to the in a small independent agency – so big AMRO reasons why the MRSNZ was founded 50 years business, the health of the industry, was simply ago, and to the reason why AMRO was created not my immediate concern. It never bothered when, in the 80s? Why were they created? Why me if the monitor business of the big firms did industry leaders get together and decide was down this year. Now I’m with a big firm, of they needed an industry body – rather than course, these things are much more important. simply promote whatever their agenda was via the MRSNZ? If the motives were so similar all So I’ve always come from a place along, why diverge like this?

where I’ve seen AMRO and MRSNZ as uneasy bedfellows – with a lot in Industry (as opposed to professional) bodies common, but certain things not in are usually formed for business reasons – that is, to create barriers to trade. Many industries common at all.

In my mind business (and industry) is primarily about the profit motive, while professionalism is about something else. Sociologist Richard Sennett has a lot to say about in his book The

form associations to “raise standards and keep the cowboys out.” They also form, in some cases, because professional bodies may be too academic in their approach (I can imagine us banging on about confidence intervals) and InterVIEW | Quarter 4 2012

Proposed merger: longer statements

consciously don’t want to talk about industry matters – such a dealing with unions, or dealing with interlopers from neighbouring businesses. (Look how we easily allowed big accountancy firms to operate in our space, with their big market research reports, and not always well conducted.)

But then…but then some industry-threatening problem comes up, perhaps due to new technologies, or a new business model, or some external legislative threat, and the MRSNZ decides, well, the issue is not a “professional” matter. It’s outside our core area of concern.

Would we have the business nous, the motivation, the authority to act on behalf of the industry?

companies threaten, over some matter or another, to stop paying the subs.

At that point a group of employers who see the So perhaps it was these motivations that created need to do something wrangle with the MRSNZ, AMRO. I’ll stand corrected if it was something threaten to not pay those subs, and march off else. to do what they did when they formed AMRO. But what I’m driving at is that if They form AMRO2. AMRO was created to fulfil a need Now a merger can easily work. The answer is that the MRSNZ did not fulfil, at to agree in advance what areas of concern lie least back in the 1980s, then do we within the scope of the MRSNZ, and what if any areas lie outside our main scope. Work out a fit the bill right now? pre-nup before the marriage. So my main question around a proposed merger is: how would the MRSNZ need to morph if it Likewise, we may need to restructure the MRSNZ so that it has two fundamental subassumed the agenda of AMRO as well? committees: one for professional matters, and How would the MRSNZ help represent (for one for industry or business matters. Let’s get the sake of the industry and, presumably the experts working in each area. profession) us as spokesperson in union disputes – say with the Clerical Workers Union, regarding, As a consequence of these things I also think the MRSNZ would need to reconsider its say call-center pay rates? relationship with the sub-paying employers who Would we be prepared to take a stand, or some basically make our existence as a body possible. kind of action, if say, Direct Marketing firms We need to get away from the decided to tout their resources as perfect for market research? slightly twitchy relationship where

It is easy to imagine a scenario where the merger goes well. Existing AMRO members We need to focus on the overlap zone between keep paying the MRSNZ subs (very generously I the industry and professional circles – and work might add – and get stuff all thanks for this) for together. In fact we face some mighty challenges their employees, and for a while the agenda is all and our profession (let alone our industry) there on one table. doesn’t make enough noise. We’re too passive. Quarter 4 2012 | InterVIEW



Proposed merger: longer statements

By Debra Hall FMRSNZ As the discussions about MRSNZ and AMRO coming together have bubbled away softly, and mostly behind the scenes, I have become increasingly frustrated by the apparent lack of understanding of my fellow researchers in what is, surely, a simple business proposal. As I see it, in bringing the two organisations together into one bigger, tighter and more efficient body, we have the opportunity to significantly enhance the representation and reputation of market research, and the value we deliver to our people, our clients and the New Zealand community (both social and business contributions).

all together, they need to get members to vote on the proposal, but not until then. Trying to engage the members before the proposal is on the table is like trying to ask consumers about a product that hasn’t yet been designed… how do they know if they want it if you can’t tell them what it is. So for me, the number one question I want to see answered about MRSNZ and AMRO coming together is this, and it’s a question for both committees: what is taking you so long? A single body representing all of research, with

I always said that when I retired, I one governing committee, elected by members is would say what I really thought, so what makes sense. A new structure would ideally, here it is: just get on with it! in my view, include subgroups of members with There are far far too many organisations and associations representing different parts of what is essentially the wider marketing community – and yes, whether you like it or not, market research is indeed part of the wider marketing community. And if you disagree, or even doubt that this is so, please try explaining to your biggest client that researchers don’t consider themselves to be part of marketing. In my view, consolidating MRSNZ and AMRO is but a small step on the way to getting all associations in the marketing space to work much more closely together. So is it important for members to care about this – well, yes and no. Yes, because having two bodies is limiting the profession’s ability to get the most out of our limited pool of resources, and no, because that’s what you have elected committees and representatives for, to do what is right for the industry. Of course, when the two committees decide how best to bring us

common interests: sole practitioners, employers, social researchers, suppliers… heavens, maybe even clients / buyers. And if you must, special interest groups for qual and quant, and so on.

It’s about serving all members interests, while providing a united voice and a bigger force when representing market research in the community, and particularly in protecting our right to continue doing what we do. Done right, we should all benefit… A secondary question is this – given all the kerfuffling that’s going on, can the current committees, on both sides, be trusted to do it right? In the end, that’s all that matters to me, and a question I think we should all be considering when the next MRSNZ AGM rolls around. InterVIEW | Quarter 4 2012


welcometonew mrsnzmembers The Society is delighted to say hello to a bunch of new members this quarter. If you’re among our new members, make sure you come and introduce yourself at our next event. We’re looking forward to meeting you. If you know of anyone who would like to become a member of the MRSNZ then please direct them to our membership information on the website: FULL: Kelvin Kirk Nine Rewards | Nicola Quail Fresh Focus NZ | Grant Innes Symphony Research | Nicola Steel UMR | Vibha Rao Vector Ltd. | Greg Nelson The Warehouse | Emily Bing Colmar Brunton | Joshua Fedder GfK Retail ASSOCIATE: Jessica Balbas Colmar Brunton | Sophia Blair Focus Research | Kate Shevtsova Infotools | Penelope Lim Colmar Brunton | Charlotte Brock Colmar Brunton | Clara Tang Colmar Brunton | Katie Turner Colmar Brunton | Dale McCarter Colmar Brunton | Jade Cheung Mighty River Power | Robert Gaston Focus Research | Dulcie Tauri Fast Forwarard Strategy & Planning | Danny Parker 3Di | Hayley Stirling Research New Zealand COMPANY: Infotools

Quarter 4 2012 | InterVIEW



City of Ryde and Toluna develop online community engagement platform

The City of Ryde council, based in Sydney, The platform isn’t limited to one research technique, but rather uses a multitude of New South Wales, and leading online panel activities including bulletin boards, online media and survey technology provider – Toluna, have sharing, idea banks, blogs/diaries, ethnographies/ developed a world first dedicated online image uploads, polls, scheduled chat sessions/ community engagement and insights platform, which will enable residents to participate in key focus groups, projective techniques such as word associations, collages, sentence planning decisions. completion, image description, family trees, The online community, known as MyPlace, aims analogies, story completion. to encourage greater interaction between the In addition to the website, the user-friendly community and council on local issues using a analytics and reporting system that sits behind series of online research tools. the platform will allow the City of Ryde to The website was created especially for the City conduct research and analysis to develop a better understanding of what the residents of Ryde’s local community, providing an online think, and the reasons why. space where a free flow of ideas, opinions and information can take place. A waste and recycling survey will be the first The City of Ryde believes that the new website to appear on MyPlace, where feedback from residents and ratepayers within the local is one of the first of its kind in the local government area on the current levels of waste government environment, taking community services will assist the council with the forward engagement methods to the next level. planning of Ryde’s waste and sustainability Residents create profiles and once registered, programmes. link with neighbours, businesses, community For those out there in the market research groups, and the council to converse on a industry, who are not familiar with the concept range of issues, take part in surveys and access of market research online communities volunteering opportunities in their local area. InterVIEW | Quarter 4 2012


(MROCs), they are essentially a recruited group MROCs are changing the research landscape of targeted respondents who engage in regular from a situation of reactive consumer feedback online qualitative and quantitative research via – where the moderator leads questioning, and the respondent answers the question, to a secure community Web site, providing an one of proactive consumer insight – where invaluable and endless source of insights. In an era where social media conversations can the researcher listen and observe, gathering insights based on what is said. make or break brands, and where customers,

By creating strong online communities, businesses will be able to build customer loyalty to a degree that today’s marketers can “We live in the age of empowered consumerism. only dream of and, in turn, generate strong economic return. Customers are in control of their own For more information on the MyPlace online experiences, what they share, and how they community engagement platform, visit http:// make decisions. Businesses can either accept this reality and work towards a collaborative business model of co-creation or simply For media enquiries, please contact: choose to not be part of the long-term Brett Gumbley,TOLUNA equation.” (Solis B., 2011) E: T: +61 (0)2 8665 4906 The reality is that the vast majority of businesses still rely on one-way communications, and expensive business consultants to find the right answer to business dilemmas, totally missing out on the biggest opportunities constantly arising from the market place. fans and supporters all want to have a leading role in shaping the future of their brands, being open and agile becomes a key success factor.

Quarter 4 2012 | InterVIEW



Recent events Best of ESOMAR The MRSNZ and ESOMAR recently held a “Best of” New Zealand meeting at the Tamaki Yacht club on November 8th. The evening, which was hosted by ESOMAR Representative and MRSNZ President, Patricio Pagani, was organised to bring speakers from ESOMAR’s global events to New Zealand for a knowledge exchange and dialogue on international ideas and research innovations. Helen Parker, External Relations Manager for ESOMAR noted “It was my first time in New Zealand, and it was a wonderful opportunity to meet with the local members and the New Zealand Association. And what a welcome it was, it is not every day that you can listen to such amazing presentations and in-depth discussion whilst enjoying

such a stunning view of the Chef at Soup, Australia. harbor and city”. “I was fascinated to see The programme gave an in- that the three of us giving depth overview of three papers were discussing dimensions of excellence in topics far from mainstream – monitoring conversations research today: in social media, road safety The feasibility and potential and of course opinion polls pitfalls of utilising a personal and coups” said Caz Tebutt. social network (Facebook) “I think this is one of the to conduct research. great things about ESOMAR How the principles of - its willingness to look at behavior change are applied the whole industry, and of as the basis for campaign course all of the countries development in relation to in it. There were lots of road safety in South Australia. questions, and even more How a pollster and a public answers, so the audience enjoyed the policy advisor put public obviously opinion polling at the breadth on offer as well. forefront of public debate at To top it off we had such a beautiful location, looking an international level. out to that magnificent view The agenda featured dynamic across the water to the city. speakers including Caz With a glass of wine in hand Tebbutt, Managing Director (this was NZ after all!), life at Tebbutt Research, Fiji, doesn’t get much better.” Joan Young, CEO at Colmar Brunton Research, Australia Helen Parker ESOMAR and Scott Taylor, Insights

InterVIEW | Quarter 4 2012


Dimensions of excellence: one person’s reflection on the evening The Best of ESOMAR evening held much promise. As always it was great to meet and greet with many ‘old’ faces from the local industry, as well as some up and coming ‘bright young things’ from The University of Auckland. The prospect of a varied and highly informative set of research presentations accompanied by the all important wine and food at a great venue on spectacular Tamaki Drive, and the scene was set for a great event!

an eye opening account of On the whole it didn’t the challenges and politics of disappoint with first speaker Scott Taylor taking us on political polling in Fiji. a whistle stop tour of An eclectic mix indeed and the labyrinthine world of Facebook friendship networks it was certainly great to have (phew). Expat Kiwi Joan Young our horizons expanded by our colleagues from across the then followed with an explicit Tasman and Pacific. and enlightening account of how successfully the principles Vanessa Clark of behaviour change have been Innovation and Development applied to road safety in South Director, Colmar Brunton Australia, a model that has since been adopted elsewhere. Finally, Caz Tebbutt gave us

The magical birth of great research I am sorry for any researcher who missed out on the 5 presentations of Market Research award winners from 2012. Listening to the five presentations over two nights reminded me why I love market research so much – how driven you are to ensure your client succeeds.

Grant and Spencer it was truly that magical link between science, art and intuition that only the best researchers can bring to the research table.

All of these presentations illustrated that awardwinning research is not just finding the answer to the brief, but by providing the client with enough context, imagery, energy and tangible information that the outcomes are fully adopted by the client. So often we lose the client before the outcomes can be absorbed fully and the research loses its power.

The three quantitative research award winners – Sarah Mackenzie, Andrew Lewis, and Diane Dickinson – offered a more diverse The qualitative research award methodological view of the range of research that is winners, one presented by happening in New Zealand. Grant Storry and another by More importantly, however, we The key outtake from all Spencer Willis, reminded us were permitted to enjoy the these presentations is that how much damn fun you can have with research – as well as insights of three very different by putting a little piece of projects, all of which rewarded yourself into your research how much grief and pain you a good piece of research go through literally giving birth the clients with cutting-edge becomes an a real winner. methodologies as well as a to award-winning research large dose of common sense results. Is it the clients? The Robyn Moore and objective perspectives brief? The monumentality of Chief Researcher into the true issues. the task ahead of you? For Research Collective Quarter 4 2012 | InterVIEW


Letters Star letter!

Dear Ed,

Something has to give I read with interest the interviews with the client side researchers and agree with virtually all of what they have to say. It is important for research agencies to become like an extension of our clients marketing departments, understanding our client’s needs intimately to deliver insights over facts. This doesn’t come about from an ad hoc project ‘here or there’, but from a longer term relationship where we are immersed in our client’s business just as our client’s want to be immersed in their customer’s world. Ad agencies (who are contracted for 2 -3 year periods) and their clients meet constantly to discuss new campaigns and other pertinent business issues, why is this not usually the case with research agencies?

I also read (and hear) a lot about the need for fast-turnaround of results and efficiencies (reducing costs) as if this will solve part of the problem. I completely appreciate the need for research to ‘speed up’ in terms of processing data and producing results / facts (which we are making gains towards), but the insight part still takes thinking time and collaboration with clients. I’m moving towards this model with some of my clients whom are now getting more value of their research than before by sitting together as we get our hands dirty with the data, rather than us producing results in a vacuum to a populate a pre-determined deck of slides. The only ‘downside’ of this is that it takes time (chargeable cost) and if budgets cannot be increased accordingly, then something has to give. The death of the 50+ slide report...?

I suspect a major part of the reason is Bart Langton cost, but without this Research Director, Ipsos constant interaction how are we to become ingrained into business operations?

InterVIEW | Quarter 4 2012


Did you


w? The sta r letter in each In terVIEW wins a pr And ev ize. en importa more nt small a ly, a mount of kudos from yo ur colleag ues*.

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Dear Ed,

Dear Ed,

Initiation rites! A few weeks ago I attended the initiation ritual for new MRSNZ members in Mt Eden. It was an inspiring event and apparently much less painful than the induction processes within some other cultures!

Educational survey You’d love the survey invite I received via an access panel earlier this month. It has an educational slant…

“We have a new survey available for you or your 16-19 yaer olf (sic) child to take. If you or your The ‘code’ and our rites of passage were child qualify and complete the survey you will presented by our great warrior Patricio, he receive $2.00. also introduced us to the ways of the society The last few years of Secondary School can be as we pondered real life situations and were a challenging time for any student. Alongside guided in the ways of managing these new schoolwork, assessments and exams, Year 12 acts of responsibility. and Year 13 students are also making decisions Words of wisdom on professionalism in about what to do when they leave school – and our field were passed on by our great Chief this is what we would like to talk about today!” Duncan and thoroughly enjoyed….that Amused researcher, Auckland building will be remembered! Thank you to Patricio and Duncan, and to all who made the first night a delightful, entertaining and informative evening while welcoming newbies to the society. It’s very exciting think I’m now part of a tribe that supports Market Research Practice in NZ and continues to explore and contribute to other parts of our industry. Penelope Lim, new MRSNZ member Colmar Brunton quantitative team Quarter 4 2012 | InterVIEW




Shakers New faces to Nielsen are Stan Sergeyev and Leanne Duckett.

nielsen has a couple of recent changes and promotions to announce. Patricia Ashton has been promoted to Team Leader, Andreson Chua and Luke Chong to the Retail Operations team. Helen Ottow has been promoted to Senior Client Service Executive and Adele Tinsley is joining Media Client Service. Vanessa Rudd has moved into the CPS role that Adele is vacating. We are also delighted to announce that Hailey Shutkowski, our Early Leadership Programme (ELP) graduate, will shortly be joining the Media Client Service team in a Senior Client Service Executive role. Other changes in our media team include, Anca Cernic will be taking on a new role as Cross-Platform Analyst, Sara Stillwell is moving from Account Manager to a Senior Account Manager role and Yvette Basson has accepted an expansion to her role, and is now officially our CMI NZ Practice Lead. Stephen Edmonds is also making the move to media. Congratulations everyone!

Sadly we have to say farewell to some people – though some are not leaving the Nielsen family. Helene Maurer is transferring to our Frankfurt office and Cody Agraval is moving to our Sydney office. Others on the move are Amy Rider, Emily Sharpe, Dianne Hart moving client side, Andrea Burgers to KPMG, and Jo Gamble is moving to Perceptive. We wish you all the best with your next adventure! Finally Courtney Thomasma returns to the New York office this week, having completed a six-month secondment with the media team.

colmar brunton has no new starters or promotions to announce this month at Colmar Brunton. However we do have a few farewells. We say goodbye to Camille Anderson Senior Client Executive Quant team, Debbie Scott, Talent & Recruitment Administrator, Human Resources. Kim Earl, Panel Project Co-ordinator, Panel & Sampling team, Nori Kawamoto, Data Analyst, Data Services team and also Emily Harris, Project Manager, Consumer Link team.

Lastly we are pleased to announce that Account Director Quant team, Rachael Pita has given birth to a healthy baby boy.

focus research / needscope international welcomes Robert Gaston to the quantitative team. Robert recently completed a Bachelor of Science in Psychology and Statistics from the University of Auckland. Robert joins Focus as a Quantitative Research Assistant. We’d like to congratulate Rachel Liu, who has been promoted to Research Manager. A fond farewell to Ilya Davydov who has been a key member of the quantitative team. Best of luck to you.

ipsos is delighted to welcome more senior talent to our Wellington team. Tess Labett brings a wealth of experience across private and public sector marketing and research. She has seen both sides of the fence, having undertaken significant roles in government and major corporations, as well as agency-side and in her own consultancy. InterVIEW | Quarter 4 2012


the viewing room, christchurch


Christchurch-based company It offers pleasant and The Viewing Room Ltd. has professional boardroom, recently launched their new seating up to 10 people. It has focus group / meeting room in a complete viewing facility with the redeveloping Christchurch one-way glass and real-time CBD. This is an initiative that AV recording. An on-site host the company would like to see is there to oversee the site for all bookings and can provide The facility is ground-floor for as their vote of confidence in the future of the city and the catering and note-taking if easy / handicapped access. market. required.


kaufmans join forces with potentiate South African based strategic intelligence services that faster depth work) and marketing research company Potentiate already offers. boardroom expertise. This KLA have formed a joint “The timing could not have is an inflection point for our been more perfect”, says Joel industry, and we’re delighted venture partnership with well-established Sydney Kaufman, founder and former with the opportunities that this provides to us”. data intelligence company, owner of KLA, “Everything Potentiate. The joint venture, points to a new, synthesised Potentiate states that its vision model of research intelligence, is to grow its global footprint. Potentiate l K2, offers highlevel qualitative and consulting driven by product technology The company already has offices in Sydney and Tokyo. and data, but complemented capabilities, and complements with “smart-qual” (smarter, the technology-driven data

research collective Clients commissioning research now have a new choice to consider in the Research Collective. After gaining 17 years of experience in research agencies, Robyn Moore has founded the Research Collective: a small, but growing, group of

experienced freelance researchers you can draw upon to support your research projects. Robyn is a longterm supporter and previous Committee member of the MRSNZ, and InterVIEW wishes her all the best in her new venture.

The Research Collective offers report writing, presentation preparation, interviewing, project management and other services.You can find them online at www.

sonar insight & discovery ltd Veteran qualitative expert and 2012 Supreme Award winner, Grant Storry, has left the corporate research world to start his own boutique business. Sonar Insight and Discovery Ltd was born on the 2nd of November 2012 and Grant is looking forward to offering his very ‘human’ approach Quarter 4 2012 | InterVIEW

to qualitative research to a range of clients both old and new. “Having spent some time listening to clients and observing international research trends, I believe that qualitative research globally is at risk of losing its way. The pursuit of scale, standardisation and technology in qualitative research is actually creating a

wider disconnect between the consumer, the researcher and the client. I can’t change the world, but I can shift my own focus back to what I believe makes qualitative research an effective and inspiring tool for marketing. And if I can inspire others at the same time, then that is even better!”


A new read for a Ok,

so this is not a book about market research methodologies, statistics, cool new qualitative tools or how to deal with social media monitoring or ‘big data’. But if you want to know whether you are an ‘accidental Diminisher’ or how you can double your workforce by becoming a ‘Multiplier’ (now I have your attention), this book has great value for everyone who works with or leads others. It's a great read and examines how some leaders make the people they work with better and smarter. It speaks to the need to step back and let others grow rather than stepping in and managing or ‘helping’ them. Got you again! Don’t we all love to ‘just help’ our people, not realising that in the end it is often a way of stopping their progress. The idea for Liz’s book is based around the challenge that many leaders and organisations are always asked to do more with less. This means we need to find ways to leverage existing assets better because we can’t add any more.


analysing feedback from more than 150 leaders for the book and in subsequent workshops and discussions, Wiseman and co-author Greg McKeown found that people are likely to give twice as much of their capabilities and efforts if we can unlock their potential – yes, that’s right, twice as much. Here’s a simple test:

1. Think about a manager that you didn’t like working for or that had a very suppressing leadership style – Liz and Greg call them Diminishers. Estimate how much of your intellect and capabilities this manager got from you. The numbers typically range between 20 and 50 percent. InterVIEW | Quarter 4 2012


new year... 2. Now think about a manager that stimulated you, gave you responsibilities, challenged and enabled you to deliver your best work – they call them Multipliers. How much of your intellect and capabilities did they get from you? Here the numbers typically fall between 70 and 100 percent, and even beyond 100 percent when people stretch themselves past their natural capabilities.


book speaks to two types of leaders Multipliers and Diminishers and the five disciplines that each have. These are continuums that we Multipliers: How the Best Leaders Make move along.

• The Empire Builder (Diminisher) to The Talent Manager (Multiplier);

Everyone Smarter by Liz Wiseman

• The Tyrant (Diminisher) to The Liberator (Multiplier); • The Know-It-All (Diminisher) to The Challenger (Multiplier); • The Decision Maker (Diminisher) to The Debate Maker (Multiplier); • The Micro-Manager (Diminisher) to The Inventor (Multiplier). Most Diminishers are probably not aware of their actions and the ‘negative’ impact these might have on their people – they are called ‘accidental Diminishers’. All they see is that they don’t get the full potential of their teams, so they step in to do it themselves and/ or lower their expectations – a vicious circle. Early indications of ‘accidental Diminishers’ are • The Idea guy, who always has the ‘best’ ideas and communicates them to his/her team rather than getting their ideas; Quarter 4 2012 | InterVIEW

Most Diminishers are probably not aware of their actions and the ‘negative’ impact these might have on their people – they are called ‘accidental Diminishers’.


• The Manager that is ‘always on’; • The Rescuer, who’s always there to help… always! • The Pacesetter, who leaves people behind; • The Rapid Responder, who always has an answer or opinion; • The Optimist, who doesn’t acknowledge that some things might be real challenges. And while Multipliers make people feel good about themselves they are not ‘pushovers’, as they demand a lot from those around them. They stretch them by getting them out of their comfort zones and giving them extra responsibilities, but not to the point that they break. And once they get there, they stretch them again, and again, and again….


what differentiates Multipliers from Diminishers?

1. They see and use genius in others and they promote their people’s genius over their own; 2. They have and encourage intellectual curiosity - they have the right questions, not the right answers; 3. They create a safe environment to take risks and make mistakes and empower people to learn and grow; 4. They give people responsibilities; 5. They listen much more than they talk. As the book moves through each of the disciplines it becomes evident that we are all going to have areas of strength and areas

of weakness. The suggestion at the end of the book to move towards being more of a Multiplier is to find which disciplines are your largest strengths. Then grow those at the same time as ensuring your biggest weaknesses are neutralised. One of my favourite examples in the book is about someone who always dominates meetings and has difficulty letting others contribute. Liz asked him to consider a good game of poker chips. You get 5 poker chips, each worth a number of seconds of talk time. One is worth 120 seconds, the next three worth 90 seconds, and the final one worth just 30 seconds. You need to limit your contribution in your next meeting to five comments, represented by each of the chips. You can use them whenever you wish, but you only have five (with their allocated time). Use them wisely and leave the rest of the space for others to contribute.


the book is an easy read (though a bit repetitive at times) with lots of real-life examples on how to become a better leader . It will help managers to improve the way their teams work. I was lucky enough to attend a half-day workshop with Liz early this year, which has certainly helped to further refine my leadership style. Horst Feldhaeuser is Head of Client Services at Potentiate, Sydney and past president of the MRSNZ.

InterVIEW | Quarter 4 2012


Friday night drinks? Meet me at: Britomart Country Club To relax I: Have a glass of wine, read a good book or watch some trash TV. InterVIEW is coming to dinner, I’m cooking: Yorkshire puddings and roast veges. The music I’m listening to now is: Horribly outdated and probably last hit the charts in the 70s, 80s or 90s. My dream holiday would be: Sitting somewhere on a beach in the south of France. An ideal weekend is: A bit of gardening, lunch with the family, drinks in the evening with friends and a sleep-in on Sunday morning. People who have inspired me recently: My mum - she never fails to inspire me! The best thing I’ve learnt in my career is: Think twice, act once. The MR innovation I’m most excited about: Recent innovations being made for mining large data sets. When I win the jackpot you’ll find me: Probably doing much of the same...but with a few new handbags. My worst job was: Working at a meat counter (not best suited for a vegetarian!). If I wasn’t a market researcher I would be: Very sad... Other researchers should contact me if: They are looking to employ new grads, have an interest in mentoring students, or just wish to chat research in general. Quarter 4 2012 | InterVIEW

Who’s who in MR: 60 seconds with Catherine Frethey-Bentham Catherine Frethey-Bentham has been a part of the MR industry for 12 years. She started out as a lecturer at The University of Auckland, then did a twoyear stint agency-side before returning to become a senior lecturer at the university in 2010. She has played a formative role in several Market Research Society committees, including the current one, with notable achievements in helping organise the 2011 MRSNZ conference and setting up the student-industry mentoring scheme this year.


What are your New Year’s resolutions!? Throughout 2013 the MRSNZ will be offering a host of opportunities to get involved in YOUR industry - how are YOU going to get involved!?

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By standing for the MRSNZ committee in March? Making a 2013 MRSNZ conference submission? (The call will come out in the second quarter of the year.) Networking and getting to know your peers at a number of fun MRSNZ social events? Contributing to topical LinkedIn discussions on the MRSNZ LinkedIn group? Attending more cutting edge seminars and presentations brought to you by the MRSNZ and its partners? Share your opinion with the world of market research by sending a letter to the Interview Newsletter editor? Getting new industry colleagues involved in the MRSNZ? InterVIEW | Quarter 4 2012

MRSNZ magazine - Q4-2012  

InterVIEW, the newsletter of the Market Research Society of New Zealand

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