Research Live has published a series of articles with a selection of the great and the good of the market research industry, looking back at the highs and lows of 2016 – and casting an eye forward to what might have an impact in 2017.
Our M.D. Jane Rudling was asked to contribute to these articles and we have gathered her thoughts together below.
2016: LOOKING BACK
What has been the most significant (technology or methodology) development of 2016?
We’ve seen reaction time testing stepping into more mainstream market research practices this year. This is exciting and marks a shift in embracing these newer technologies to gain additional layers of insight when combined with traditional approaches.
What was 2016’s buzzword?
Crowdsourcing. Finding more innovative ways to achieve insight.
What was, in your opinion, the best campaign of 2016? (either ad/ brand/ political)
The National Trust ‘Behind the Scenes’ work by our sister agency 18 Feet & Rising puts valuable volunteers at the heart of the charity’s advertising. A celebration of the devoted people – from donors to members to visitors – who support the Trust and help it exist, is the brand’s long-term strategy, and this uplifting ad does a great job of connecting emotionally with viewers.
What has/have been the year’s biggest success story?
The contribution of neuroscience to the advertising industry. From the demonstration, through implicit testing, of the value of showing fatty foods, to measuring the difference between what people say vs what they mean, neuroscience techniques are imperative to the future of the brand-human connection.
What has been the year’s biggest disappointment/ anti-climax?
When polls showed the edging ahead of the Leave campaign, much of the industry and the country found it impossible to believe. We ignored it at our peril.
2017: LOOKING FORWARD
What is your New Year’s resolution in 140 characters?
Creating better connections with clients to really work in partnership.
What do you anticipate being the biggest trend for 2017?
Increasing levels of self-service research by clients, opening the opportunity up for agencies to focus on really adding value to the more important or strategic projects they get involved in
Any thoughts on what 2017’s buzzword might be?
Emotion. In times of economic and political uncertainty, I think we’re in for a year of heart-warming, reassuring, emotionally charged advertising.
What will success look like in 2017?
Better data integration from multiple sources to really drive insight
Looking ahead to 2017, what skills/ talents do you see as being most vital to you, as an individual?
Finding the white space. We need to evolve in the same way our clients do. So, identifying where the gaps are in our client’s knowledge on a subject and how best to approach these so that we continue to deliver real actionable insight.
To see opinions from other senior industry figures check out the Research Live articles:
2016 REVIEW: BEST CAMPAIGN OF THE YEAR (21 Dec)
2016 REVIEW: THE BIGGEST SUCCESS STORIES (22 Dec)
2016 REVIEW: BIGGEST DISAPPOINTMENT OF THE YEAR (22 Dec)
2017 PREVIEW: NEW YEAR’S RESOLUTIONS (23 Dec)
2017 PREVIEW: THE BUZZWORDS (4 Jan)
2017 PREVIEW: WHAT SUCCESS IN 2017 WILL LOOK LIKE (5 Jan)
2017 PREVIEW: MOST NEEDED SKILLS (6 Jan)Subscribe