Although the term is well established as an industry definition its use and meaning have become increasingly contested. This presentation will bring together a range of sources and research that reflects key stakeholders in MRX, including research agencies, academics and data on wider use of the term. The research was conducted by Jake Pryszlak in conjunction with his Research Geek blog that will prove a valuable asset and learning for the sector to move forward. The presentation will showcase recent results and explore how agencies are moving beyond MRX to generate value and broader economic superiority.

1. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Should we leave the label
behind?
Jake Pryszlak
Researcher Blogger Speaker

2. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR

3. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Lets not forget where we
have come from
1820 1900 1920 1995 2007 2017

4. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Data Utopia
1980’s 1990’s 2000’s 2010’s Today

5. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Research undertaken

6. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Each agency was analysed under the following criteria:
The presence of the term ‘market research’ in a descrip<on of the agency in the page <tle
Presence of the term ‘market research’ in descrip<on of the company’s core ac<vi<es on an
about page, or similar page explaining core company ac<vi<es
Presence of the term ‘market research’ in a business unit or set of product offerings
Alterna<ve phrases used instead of, or in addi<on to, market research to
describe core business ac<vi<es

7. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Out of the top 10 ranking agencies
Of agencies menNoned ‘market
research on their
homepage
30%
Of agencies menNoned ‘market
research on their
‘About page’
20%
Of agencies menNoned ‘market
research’ as a secondary term
40%
Only 2 agencies are using ‘market research’ across their website and ‘sales pitch’

8. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Out of the top 50 ‘consolidated agencies
Of agencies menNoned
‘market research’ as part of their
‘offer’ to clients
Of agencies menNoned
‘market research’ in their ‘About
page’ or/and individual colleague
web pages
28% 36%

9. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Is terminology changing?

10. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
With terminology changing, do
MR budgets need to change also?
10%
5%
B2B MR
Percentage of revenue that goes to markeNng

11. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
In an industry related to
MARKETING, is it confusing
that we spend very li^le
Nme on ‘showing off’?
If you wish to comment on social media, please use #NewMR

12. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Strip away the people and technology
and what do you have?

13. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Should universiNes
conNnue to offer courses
and modules labelled
‘market research’?
If you wish to comment on social media, please use #NewMR

14. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Do graduates and
young professionals
need to enhance
their skill sets
before entering the
world of MRX?
If you wish to comment on social media,
please use #NewMR

15. The use of the term ‘Market Research’
Jake Pryszlak
Beyond MR
Q & A
Sue York
The Handbook of
Mobile Market
Research
Jake Pryszlak
Research Geek