Crop Inc

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Categories: Perspectives Posted on 09-30-10 at 9 a.m. As the industry engages in soul-searching, CROP enthusiastically unveils its Life to Ideas brand proposition. CROP's dynamic duo, President Alain Giguère and CEO Carlo Bianchini, discusses the state of the research and the birth of Life to Ideas. Q "“ From where you sit "¦ how is the research industry faring these days? A "“ I think we're living in what the Chinese proverb would describe as "interesting times." Our industry seems to be drifting towards "˜commodification,' which from our perspective is a dead end. This really isn't CROP point of view"“ it's the sentiment echoed by ESOMAR, the global voice of our industry. Just look at the character of the headlines dominating Research World, ESOMAR's fine monthly publication, and you'll immediately sense that we are at a crossroads of sorts. ESOMAR has even questioned whether the word "˜research' should be reconsidered, given the degree to which it has been devalued in certain circles. Q "“ How did it come to this? A "“ Well, historically, research was the marketing function closest to the consumer. Research organizations had the means to reach the public and virtually held a monopoly on the tools used to measure their opinions, behaviours and deeper needs. To put it bluntly, those days are gone. Many organizations now have vast consumer databases AND the capability to mine information. Technology is the great equalizer. It has provided marketers with the tools to develop, engage and maintain a dialogue with their consumers and prospects "“ think of websites, Facebook pages, Twitter, not to mention future permutations we can only dream of today. This combined with off the shelf apps such as Google Analytics and Survey Monkey, for example, have undeniably eroded the perceived value of our industry. Q "“ The situation seems somewhat dire, wouldn't you say? A "“ Well, yes and no. We see it more like a blessing disguised as a curse. Call it a moment of truth, a spur for evolution and alchemy. Our industry must propel research into the realm of strategy, narrative, and insight. One of my more discerning clients once told me that he hired very high priced marketing consultants for (insert ASTRONOMICAL dollar figure here) "“ a king's ransom to a research organization. The kicker? He declared it was worth every penny. That has to be our goal. We must become integral players in the process where value is created and recognized. In too many instances, the research team presents data and facts and heads back to the boiler room; then high-priced consultants and executive client marketing group start the major-league strategic work in earnest. We have to earn the right to sit at that table. In order to get there, we need to think in holistic terms, to push beyond metrics, statistics, and the lexicon that has governed our industry. We have to re-brand ourselves as the storytellers of our business. Q "“ So, how does a research shop get a seat at that table? A "“ For starters, we need to rethink and reconfigure the very nature of the "˜deliverable'.

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