In the 7 May session of the Global Community Circles, we brought together clients and researchers to engage in an open discussion on how the relationship between the two has shifted during the crisis and how it will evolve in an uncertain future. We were joined by brilliant icebreakers Giulia Fabrizi (Almar Quality Research), Elaine Rodrigo (RB), Claudia Galindo Itturibarría (TV Azteca), and Estrella Lopez-Brea (General Mills) to tell us more about clients’ expectations during this time and how researchers are responding under increased business pressure.
We have certainly witnessed an impressive demonstration of solidarity, creativity, and adaptability, and clients have been increasingly looking to researchers for how this fundamental shift in our societies has changed people’s behaviour in a strikingly small period of time.
Insights from the client perspective
Client-side participants expressed, first and foremost, their awe at researcher’s ability to be agile and equip their organisations with the necessary knowledge to pivot in this time. As consumer centricity is at the heart of our sector, clients have paid increasing attention to what this means during the ‘new normal’ where individuals are having to operate in a changed world. Now more than ever, clients will need a better understanding of the relevance of their messaging – what is the right tone of the brand in this difficult time and as we emerge from the crisis?
From a practical perspective, during the crisis some clients have looked to enhancing their relationship with agencies that they have already worked with in the past. This, however, doesn’t mean there is no space for new collaborations. In fact, the client perspective highlighted that when it comes to new partnerships, it is important for agencies to be confident that they can assure high quality of research, high-quality panels, and high-quality platforms, showing a potentially increased focus on everything digital.
Insights from the agency perspective
As market researchers, our strength in analysing how people are feeling and behaving, and this crisis does not change that. However, as research from Italy presented by Giulia Fabrizi has shown, 55% of agency-side respondents said they expect their situation to worsen significantly by the end of 2020 compared to the end of 2019. Whilst quantitative researchers can continue to work online, qualitative researchers face the most struggles as they have to develop new tools to move from offline to online.
Despite the challenging situation, the creativity and adaptability of agencies has been striking, acknowledging that this is an opportunity to look inside and accept that we will emerge stronger from this emergency as people, communities, and researchers.
Now is the moment, more than ever before, for agencies to become strategic partners for clients
As we strive to move forwards as an industry, both clients and agencies have found themselves in an unknown situation. Some clients have opted not to stop their learning plans and have not cancelled research, although they have had to adapt and postpone some strategic pieces. At the same time, some agencies have had to deal with some research being cancelled and with the challenges that come with finding new ways of working online. But what became increasingly clear in this Community Circle is that the contribution of researchers is extremely valuable, and it is thanks to this work that clients have been able to pivot quickly and better understand the consumer.
Looking to the future, strategic guidance for clients will now prove to be a top priority, particularly as the use of Big Data and AI continue to grow and there is a risk that some companies may lose some of the human side as a result of budget cuts and the need for efficiency. It is certainly the moment for our profession to shine and adapt to the rapidly evolving climate whilst continuing to keep consumer centricity at its core.
Further resources
- ESOMAR COVID-19 Toolkit
- Findings and recordings of this session will be available soon on the ESOMAR COVID-19 Toolkit page (ed.)
