Research Agency CEOs at ARF re:think

Rethink
The second day of the ARF's re:think conference opened with a panels
research agency executives, called "The Research Agency of the Future"
with the CEOs of GfK, Kantar, TNS and Nielsen.  Moderator Jim Figura of
Colgate-Palmolive said it should have been called "Insights Agency of
the Future."

Most of what these CEOs had to say didn't get beyond what you can
read in the press today.  Thus as Joe Mandese wrote in his post on the official re:think blog,
the interesting parts of the panel came from reading between the
lines.  In fact, most of the talking points were so generic that I
didn't know what company was being referenced for the middle two
speakers.  GfK was introduced by the moderator and Nielsen went last by
process of elimination.  But for Kantar and TNS, it was a few minutes
before I knew what company was being represented.  This was because
none of the CEOs told the audience their name, title, or company when
they took the podium - they all just started talking.  Perhaps these
guys are rockstars of research to the ARF audience.

Klaus Wübbenhorst from GfK
proposed his company was best positioned to help businesses - after
all, GfK stands for "growth from knowledge."  I asked Klaus about GfK's
brand monitoring plans after the panel.  No response - he looked at me
as if I had just asked him to go a grab me a coffee with cream and two
sugars.  I asked again, mentioning how TNS and Nielsen were building
capabilities in the space.  He mumbled something to the effect of
"sure, it's important."  I asked him if he thought brand monitoring
were an important capability for a research firm to have in its
portfolio.  Certainly a slow-pitch underhand softball in my book, but
it must have looked more like a Matsusaka gyroball.
No response.  Pretty clear he just wanted me to leave; unfortunately, I
had to in order to deliver my breakout session.  Note to Klaus:  70 million and growing.  Think about it.

Credit to Eric Salama from Kantar
who was aware enough that the Blackberry in his pocket was creating
interference with the mic.  Salama says it's time to mind the gap
between what research firms promise and what they deliver.  His firm's
strategy hasn't changed for four years, built on three principles:
people, innovation, and data quality.  I asked Eric about brand
monitoring, too.  He said none of his companies were doing it.  I asked
about Visible Technologies - he said, "yes, we have a partnership with them."

David Lowden from TNS had
this to say:  "The research company of the future will be a partner
with its clients."  "Cost-effective servicing is an increasingly
important issue, but quality must remain."  "Clients will only commit
to insight that positively impacts business in a meaningful way."  He
did mention the Cymfony acquisition as part of their efforts to stay
cutting edge.

David Calhoun from Nielsen
was certainly different in appearance - he was the only panelist sans
jacket.  He also heavily referenced his client-side experience, which
others did not.  Calhoun was formerly at GE and mentioned his
experience and mentors from there both in his prepared remarks as well
as the Q&A.  These remarks certainly pointed out management acumen
that puts The Nielsen Company in good hands - hopefully Calhoun will be
able to change the industry standard as well and help marketers make
advertising work.

Comments

re: Research Agency CEOs at ARF re:think

So maybe brand marketing hasn't hit the research mainstream yet. Though you would think it would long be in there.