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Skokie, IL (June 3, 2011): RFL Communications, Inc., publisher of four different market research newsletters, announced it will host the “ROI on MR Conference” this July 27-28 at The Gleacher Center in downtown Chicago.
“In 2006, RFL Communications was the first to bring serious questions about the quality of online market research data to the research industry’s attention,” explained RFL President, Editor & Publisher Bob Lederer. “Our initiatives that spotlighted those problems spawned a series of complementary efforts by industry associations that helped boost the overall quality of online research. We are very proud of having taken a leadership role on that, and we keep our eyes open for positive issues to advocate for.”
Lederer’s thoughts about a “Return on Investment on Market Research (or “ROI on MR”) Conference” began when he spotted recurring references to the terminology in press releases, conference presentations, etc. “Much had to do with social media research, but there was also significant reference to general and traditional market research,” he noted.
He also took note of widespread recession-driven corporate requests of internal departments (sales, marketing, HR, finance, etc.) for accountability via-a-vis their spending. Though there was no public mention of research, market research/consumer insight departments seemed an obvious target. Several leading client market research departments confided to Lederer about existing “ROI on MR” efforts.
Early in 2011, Forrester Research announced it had conducted a three-part research study that highlighted strong expectations by client market research departments for measures along the lines of ROI from their bosses in the near-term.
“Those cascading events prompted us to put together our conference,” Lederer continued.
Among the featured presenters at RFL’s “ROI on MR Conference”:
• Richard Evensen, Senior Analyst at Forrester Research, Inc., who will detail the results of the aforementioned study, plus client researcher case histories involving “ROI on MR.”
• Kelley Styring, Founder & Principal, InsightFarm, who will address “ROI on MR” from her dual perspectives as a marketer and researcher at top CPG businesses.
• Eugene Roytburg, Ph.D., VP, A.T. Kearney, the research industry’s most accomplished consultant on “ROI on MR.”
• Stan Sthanunathan, VP Marketing Strategy & Insights for The Coca-Cola Co., who will speak publicly for the first time about Coke’s new “Pay for Performance” business model.
• Olin Hoover, VP-Consumer & Customer Insights at Pepperidge Farm, who will discuss the Campbell Soup division’s successful “ROI on MR” implementation.
• Vincent Vaccarelli, former Manager of Xerox Corp.’s Research Group, who will expound on his “20 years of $100: $1 Return on Research.”
The meeting will also include a special Pharmaceutical “ROI on MR” session because corporate demand for ‘ROI on MR” is notably more acute in pharma and healthcare than with CPG, etc.
Lederer said conferences staged by RFL have an established goal. The “ROI on MR Conference” wants to educate client research heads and research vendors & suppliers about potential initial answers to the “ROI on MR” issue.
Every day, Lederer said he comes across another MR department that has been instructed to deliver such information. “It could be six months, up to several years, before every research department has to account for its spending, but it will happen,” Lederer said. Broadly outlining some obstacles to “ROI on MR” resolution, he pointed to “the knee-jerk response by client research departments after they get the phone call from the C-Suite asking for ‘ROI on MR’ accountability. “Chances are, they will call a trusted core research vendor–but right now those excellent research operations don’t have answers.
“We hope the ’ROI on MR Conference’ will awaken research departments and get foresighted research suppliers started on workable answers. Getting the client- and supply-side focused on this is also a substantial business opportunity. A timely, impressive response by the client researcher to his/her boss–maybe even before the request arrives–will enhance their standing; a research vendor equipped to deliver the goods on ‘ROI on MR’ stands to generate unprojected revenues and profits.”
Full details and registration about the “ROI on MR Conference” can be found at www.roi-on-mr.com.