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Episode 15: Market Research Associations

Stories of Market Research is back and we’re talking about market research associations.

Market research associations play an important role in the insights and research industry.

In Episode 15 of Stories of Market Research: The Insightrix Podcast, we’re looking at that role with episode guest, Joaquim Bretcha, International Director at Netquest and President of ESOMAR.

In the episode, Joaquim and Duncan discuss some ESOMAR history and how Joaquim became involved with the association, and look into the ways market research associations, and ESOMAR in particular, help both market researchers themselves and the industry as a whole.

They dive into the ways associations advocate for market research and provide guidelines in what is ultimately a self-regulating industry, and get into the ways researchers from all industries (not just market research) can receive guidance and support at any level of their career from market research organizations.

One of the ways market research associations like ESOMAR support market research is through events and conferences in which research professionals can meet, exchange ideas and learn from one another about new techniques or processes in the field.

ESOMAR will be holding its annual congress event this year in September in Toronto, Ontario. Head over to their website to learn more about it.

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Episode Transcript

[EPISODE INTRODUCTION]

[DUNCAN] Market research associations play an important role in the insights and research industry.

They provide knowledge, resources and guidance for research and insights professionals at any point in their career to keep abreast of the newest trends and the most established practices in the industry.

They support by setting guidelines and standards and working with governments to uphold and support both market research practice and the industry itself in what is ultimately a self-regulated industry. 

And market research associations also help advance and promote market research itself through conferences and networking opportunities to advance their work, their businesses and their careers.

Associations aren’t just important for insights professionals and the agencies and firms they work for – they also provide an important service for client-side corporate researchers and academic researchers, as well. 

One such market research association is ESOMAR – the once European and now global market research association is a respected association whose standards and codes are followed in more than 130 countries worldwide.

Hello, I’m Duncan McGregor, Marketing and Communications Coordinator at Insightrix Research in Saskatoon, Canada, and your podcast host.

In this fifteenth episode of Stories of Market Research: The Insightrix Podcast, we got a chance to speak with the president of ESOMAR – Joaquim Bretcha. He joined us all the way from Barcelona to talk about ESOMAR in particular and market research associations in general, what ESOMAR does and how it not only advocates, teaches and assists their members, but also how he sees the association changing to meet technological realities like passive data collection and AI that the insights and research industry is seeing as a whole. We also discuss a little of the history of the association, how Joaquim became involved in it and how he became president of the association.

Advocacy and networking, codes and guidelines and doing your best to be like Madonna in an ever-changing world – all that and more in this episode of Stories of Market Research: The Insightrix Podcast.

[OPENING THEME MUSIC]

[INTERVIEW SEGMENT]

[DUNCAN] I’m here with Joaquim Bretcha, President of ESOMAR and International Director at Netquest. We’ve been chatting for a while now and it’s great to have you on the podcast. Thanks for coming on.

[JOAQUIM] Thank you Duncan. It’s my pleasure.

[DUNCAN] It’s great to have you here. We’ve been wanting to produce an episode about the role of market research associations like ESOMAR for a while now, so it’s going to be great to talk to you about the subject. First, can I ask you about your role at ESOMAR?

[JOAQUIM] Yeah, I am the current president of ESOMAR. So, this is an elected post and the president’s term is for two years. So, I was elected as 2019-2020 President, and then I will become a former president. And then, that’s it.

[DUNCAN] Excellent. How did you become involved with ESOMAR?

[JOAQUIM] That’s very funny. So, as you were mentioning, I started the international activity of Netquest. Netquest is a digital collector company born in Barcelona and we needed to expand internationally. So, I started to travel and use different events as platforms to expand the network. So, I got involved at the ESOMAR events because they were the best and the best platform for me to attend to because you have a very nice combination of people that you meet and the subjects and topics that are being exposed. So, I was getting involved, or more involved. And then, in 2014, the then President, Dan Foreman, the English, the last English president – so, he just told me, ‘Why don’t you run for the council?’. There were elections, and I considered that. I ran for it; I was elected as Council Member in 2015-16, and I really – I mean, it’s like always. When you get involved, and you know things better and you are closer to the real thing, you fall in love – you know how. So, I just was trapped in that and I got re-elected and then I had the chance in 2018 to run for president, and I did. So, that’s now my second year; my last year of presidency.

[DUNCAN] That’s awesome. Quick question – when did ESOMAR get started? I was looking on the website and I couldn’t quite see it.

[JOAQUIM] OK, we’re pretty old. Yeah, it was founded in 1947.

[DUNCAN] Oh cool.

[JOAQUIM] We celebrated the seventieth anniversary in Amsterdam to years ago. Well, actually almost three years ago – September 2017 – and the story is quite nice. In that period – I mean, I am from Barcelona. I am European and I’ve been in different associations during my life and many of them were born right after World War Two as an objective of getting people united – as an objective of really transforming what had been a confrontation – a brutal confrontation – transforming into OK, let’s look for peace and let’s look for co-operation and collaboration and let’s extend ties and bounds between countries. So, ESOMAR was born, founded by different marketing researchers. So, we have to be proud to say that our profession is pretty old, as well. I mean, we are a centenary profession – more than 100 years, people have been in a professional, methodological way, asking people what they think, what they do, what they prefer – whatever. So, at that moment, different professionals from different countries in Europe gathered and founded ESOMAR as a way or establishing common policies, common standards to really safeguard the profession.

[DUNCAN] And where are you active? ESOMAR.

[JOAQUIM] ESOMAR? ESOMAR is a global community. So, ESOMAR is the – ESOMAR has presence in 130 countries around the globe. More than 6,000 individual members and almost 1,000 corporate members, so it’s worldwide. It’s worldwide and our footprint is worldwide and we – I’m very proud of one thing and that’s that we have an ESOMAR representative in almost every single country that I’ve mentioned – 130 countries. So, we have more than 100 people involved locally in each country, elevating the profession, establishing bridges with the local associations and working to really foster our profession and be the ESOMAR representative locally. So, that’s a very, very nice way of having presence worldwide.

[DUNCAN] Yeah, you’ve got a really big presence. That’s really cool. Some of our listeners might not know exactly what the roles of association are. Could you explain to our listeners exactly what ESOMAR is and how you help insights professionals and agencies?

[JOAQUIM] Yeah, before talking about ESOMAR, people neglect, on may occasions, to think that we have to be together for certain things. Of course, there is competition; of course, everybody needs to work on their interests, but there are some aspects that are beyond our scope – are beyond our own interests and are in the interests of the whole community. We market researchers, we have different challenges, and those challenges can be tackled if we are united – if we really add resources and efforts to work in that favour. Associations are key – are key on that – are key in the sense of building community, in establishing common policies to the benefit of everybody, in defending our profession in front of the legislator. When I say defending, I think that would be a nice subject to talk about a bit later if you want.

[DUNCAN] Sure, yeah.

[JOAQUIM] Defending that way – we have so many challenges in the digital era and legislators know nothing about many of the things that we do that we have to educate them. We have to educate them, or otherwise they were starting to establish rules and legislate blindly, and this is something that can have an extreme impact on our activity – extreme, an in some occasions, it can, indeed, kill some of our practices. And our role, as associations, is to defend our profession and put it in a better situation. So, having said this – so, ESOMAR is this global association around the globe and I – trust me, I really enjoy the position because I’m talking to you now. You’re based in Canada, but this morning, I was dealing with things from Germany and things from Peru and things from Australia – and it’s amazing. And then, you can interact with people from everywhere in the world and there is this international community and I mean, it’s pretty interesting. So, ESOMAR, I like always to say that we have like three main pillars. One pillar is knowledge. One pillar is knowledge and we create knowledge and expand knowledge and this is knowledge that we create via studies we support or we sponsor or by all the events that we have that we attract the best of the best papers in every country or regions, globally. And they are shared in our events or they’re shared on our podcast or webinars, or videos that we, or live transmissions that we do on video. And a second pillar is this extreme activity that we have in terms of advocating for our profession.

[DUNCAN] OK.

[JOAQUIM] Here we have had very recent successes, particularly in Europe, because Europe is currently the region where most legislation activity is happening. It’s the one that started with the GDPR for instance…

[DUNCAN] Yeah, I was about to mention that.

[JOAQUIM] So, for instance, we were having extremely active defending and teaching legislators on the GDPR and because ESOMAR has been for these last 70 years, extremely active in self-regulating. We created, together with the ICC, the ICC/ESOMAR Code of conduct of all researchers. It was renewed three years ago, and today there are already 60 countries that are working under this code, and many others have recognized this code of conduct for our profession. So, we could prove to the legislators that we’ve been self-regulating for all these years and they were so surprised that our interaction with them was very positive and we could somehow drive GDPR onto the favour of our profession. And with other directives from the European Union, such as the copyright directive or the e-privacy directive, we are being very, very instrumental. For instance, in the copyright directive, it was a directive the legislators pretended that for every single post on social media that social media listeners wanted to analyze, they would have to pay for each one of them because of the copyright. And we could convince the legislators that this was not the case for our profession – that this would really kill the practice.

[DUNCAN] 100%.

[JOAQUIM] So, we really convinced them of the utility this has and now, researchers don’t have to pay for every single post. And e-privacy directive, which is also now being negotiated, we are also, with some other institutions, some other policy holders, we are leading a group of associations and institutions to also safeguard our practices in digital audience measurement. This is some examples from Europe, but then, you know, what happens in Europe is replicated in other regions in the world. So, you have for instance Brazil or you have India, you have Japan – you have different countries that are also implementing or trying to implement the GDPR as it is or adapting a bit. So, all our learnings in this negotiations with the legislator are being implemented or can be used in these other countries. So, we always keep this eye on helping our countries if the legislation is at the country level – helping with our learnings to safeguard our profession. And this has been, for instance, the case in different countries in LATAM regarding electoral legislation. We have helped different countries in convincing the parliaments in saying – telling them that the directive that they are writing was not the most suitable for the practice. So, these are a very important pillar or our business – not our business, our activity.

[DUNCAN] Yeah…

[JOAQUIM] So, as I said, three pillars – one is knowledge, the other one is legislation and the standard production and the third one is the business platform. As I told you, I started to use this in my second stage as a researcher. So, the first stage of researcher, for me, ESOMAR was mainly knowledge. That was some years ago, but then, when I got back into the profession, I used more initially ESOMAR was a business platform for networking and connecting with companies and to present my company to other companies and make business. And this is essential. As I was telling you, I mean, you built a network, a multi-national network, an international network that is extremely useful for business and also as friends. I mean, now I have many friends around the globe and just following them on Twitter, on social media, I can tell you I am so much updated about what’s happening in every country in the world that it’s quite amazing.

[DUNCAN] That’s awesome. Now, you were speaking about how you have different members in different industries, correct? How do you give value to folks that are maybe not be in market research themselves? How does ESOMAR provide guidance and leadership to those folks?

[JOAQUIM] So, as I was mentioning, there is a part that is knowledge. If you come to our events, you will always get back home with some ideas that you can implement just when you’re back. You will also get the ideas of what’s the new trend, or what is the next step of our profession because there are deep presentations and discussions that you find there that are pretty unique. I can tell you that last year, our congress was in Edinburgh, in Scotland, and the level and the quality of the content was astonishing and that’s something I’ve been fortunate enough, travelling since then around different countries, and many people have told me it’s been maybe the best or one of the best Congresses I’ve ever attended. So, it’s knowledge. And then, a very important thing, all presentations in our events, the speakers must write a paper and we record them on video. So, we have the largest worldwide repository of knowledge in market research. So, we have all papers, all video, all webinars that we have had in our events for the last 70 years.

[DUNCAN] Wow…

[JOAQUIM] So, if you need to – if for training, for training your teams, or for you to be updated on the latest trends or if you need to write an article, write a post or even to write a proposal with let’s say a more creative, a more open proposal, you can consult this repository of information, which is amazing. I can tell you I’ve done it on many occasions to write articles or to even get inspired to write speeches or for proposals. You just want to – I mean, it’s like on YouTube. You just start with one. Say, ‘Wow, this is good!’ and follow on to another one. And you can spend some time just reading or watching the recorded videos. These, for instance, are members-exclusive – members, let’s say, service.

[DUNCAN] Oh, OK…

[JOAQUIM] So, you must be a member to have access to that one.

[DUNCAN] But if there was ever a reason to become a member, there you go, right?

[JOAQUIM] That’s it. That’s an extremely good reason. Other reasons – all the guidelines, all the standards…

[DUNCAN] That was something I wanted to get into with you, actually – those ESOMAR standards. Those are huge.

[JOAQUIM] Yeah, it’s huge and it’s also a kind of safeguard for you. Let’s say if you follow these guidelines, you follow these standards, you know that you are on the safe side. Particularly today, which we are getting into much blurry areas in the digital world, and this is important – to have some guidelines that guide you through this mess. And – or for instance, in all this legislative thing, we have the service of consultancy on assessing you, whether you are adapted to the GDPR rule or you are not, we also help you. This is one thing. Or, for instance, some other things that we are doing as well in co-operation with other associations is whenever there is a disciplinary breach – so, one member of ESOMAR is not behaving according to the code – so, we have a platform in which, OK, you can upload this doubt or this problem and we will find a solution. And this solution is shared for the rest of members. So, everybody is always updated on what’s good or right practice in the industry.

[DUNCAN] I can see how that would be very, very, very handy – not only for researchers and agencies, but like you were saying, client-side researchers, as well. So they can keep up to date, correct?

[JOAQUIM] Yeah, for instance, on the client side, we are working on a saga of reports. We started a report, if I’m not wrong, the topic was how to demonstrate the value of insights in your organization. So, what we want – because the whole industry is living with challenges and insights managers in end clients, in brands, they also have their own challenges, and today it’s key to be relevant. Today it’s key to be relevant in the organizations, and today we are in a moment in which many people are managing data, many people are dealing with data, many people deal with the authority of getting into conclusions and sharing these conclusions through data to stakeholders or to the CEO, or to the senior levels of the company. And this sometimes creates some problems. This sometimes creates some disruptions internally, so we want to help all those people that manage data to get the conclusions on how to be relevant within their companies and take the lead – to take the lead as leaders in the company. So, we are investing quite a lot of energy and resources to bring ideas and to bring knowledge to practitioners on the brand side, or the end-user side.

[DUNCAN] Can I talk to you for a moment about the Young ESOMAR Society?

[JOAQUIM] Yeah.

[DUNCAN] I was looking on the web page there and if I were a young market research professional, I would see probably a little bit of value in that. Can you explain it a little?

[JOAQUIM] Yeah, for us, it’s key to attract new talent and this is key, particularly today where – I mean, we are a very sexy profession.

[DUNCAN] Yeah.

[JOAQUIM] And on many occasions, we do not succeed in transmitting that. And it’s happened on many occasions that people sometimes might have an idea of market research and then, when you explain what you do and the utility of the things that we do and how we manage data and the conclusions we get to, and how instrumental these conclusions are for businesses or to associations, organizations – then they realize how sexy it is. So, the Young ESOMAR is a way of promoting activity and promoting a sense of community among the youngsters. And, for instance, there are many initiatives we have, for instance, we have the young research talent. And this is an initiative that was born in Hong Kong. Our members in Hong Kong established this research Got Talent – so it’s a program in which young researchers work with more-senior researchers on social activities. So, they use research to boost and help NGOs. And so, it’s the social side of research. And then, there is a contest and the best wins, and who wins have different prizes. So, this was an idea originated in Hong Kong, I think three years ago, and now it’s being exported to other countries – many other countries. I just saw the – two days ago, I saw it announced on LinkedIn from my colleague in Peru and they are going to have it, and other countries, as well. So, this is an activity to boost the young talent. Another one in our events, regional and global congress, we have also the Young Researcher Awards. And there is an annual one, which is – the prize, if I’m not wrong, is well, maybe I’m wrong about this but I think it’s no less than €4,000. Now, I don’t remember the exactly the – maybe it could be 10,000, but I should check.

[DUNCAN] It’s real money, though. That’s for sure.

[JOAQUIM] It’s money – yeah, it’s money. But it is also money; it’s a contest – it’s a beautifully simple contest on the one hand, but on the other, it is, for young people, it’s amazing because, for instance, at a congress, young people can submit a video with their idea. If it is chosen, they have the opportunity to go to congress and they have 60 seconds to give a snapshot of their idea. So, 60 seconds to develop the idea – if people vote, and if that paper is voted, then they have 30 minutes to present their paper. And for a young talent under 30, to be able to present a paper in front of an audience of more than 1,000 senior people, that’s immense.

[DUNCAN] That’s an opportunity.

[JOAQUIM] It’s immense. So, we do different things to encourage young talent.

[DUNCAN] It’s important to do it too because you’re right about people not in the business not really understanding what the business is about. Before I got into it, I started out in journalism and ended up over here in marketing, and came into it with an understanding of market research as focus groups and maybe the occasional survey. And when I got into it, boy, it’s changed a lot since the 80s, hey? There’s a lot of new technology impacting business quite a lot. It’s – do you see technologies like passive data or web scraping, that kind of thing – AIs – changing the role of ESOMAR or its guidelines?

[JOAQUIM] Yeah. We are. We are.

[DUNCAN] OK.

[JOAQUIM] The other day, my speech – my speech at the opening, my opening speech in Edinburgh last year, one of the subjects I treated was identity. Identity because, I mean, changes are accelerated and the digital era has accelerated everything. So, of course, it has completely changed our activity in many ways. So, I had this reflection on identity. And identity, in the end, is you have to identify what is the core – the core values and principles that make you who you are. And you have to identify that, and get rid of what is not core and adapt to change, and adapt to the new things. And for instance, think of Madonna. If you think of her, you will always recognize her. But if you take the different moments in her life, she has been like maybe 40 Madonnas. There’s one Madonna, but you’d think there was 40 – no, it’s one single Madonna, but she has always been adapted to her time. We have to do the same, and we are doing the same, by the way. We are doing the same. And my reflection in Edinburgh was we are under this change; we have to identify our core principles. I understand we have two main core principles. One is honest and permanent interest and willingness to understand people – an honest willingness to understand people. And the second one is ethics. Second one is we treat people ethically. We treat people right and the data and information of people in an ethical way. So, I think these two main principles are what define us. So, the technology we use to understand what people do, prefer, like, share or view, we have to do them following the two principles. And then, the technology we use, the methodology we use, is going to be adapted with the context that we have. So, if you think, for instance, the ladies that 80 years ago, that had to understand how people were using the Proctor and Gamble products and they were getting into the houses and talking with housewives in their kitchens – OK, we still can do that. But today, we might be doing many other different, using many other different methodologies to understand what those housewives, or those shoppers of soap, are purchasing and using the soap. So, we have to adapt to the times.

[DUNCAN] OK, and how do you see that happening, though?

[JOAQUIM] Yes. Yes, and in a – we said in a very nice way in the last years, as in if you think of 10 years ago, and today, I mean, we have had a deluge. I think we have had an invasion of technology and we have also a hunger for technology which we have, on some occasions that’s blinded us, as well, because technologies seem to be like everything, and it’s not. Technology – I like to say two things – technology is a means. And second, technology is not neutral. Technology is not neutral; technology is a reflection of the principles and the values…

[DUNCAN] Wow! OK. Yeah…

[JOAQUIM] … and interests and objectives of the technology maker. So, this is when ethics come and you have to be – you have to behave in an ethical way because you – it’s not neutral and you can really create big damage depending on how you use technology. So, yeah, technology has come to our industry. We have adapted to it. And today, we have data of many different kinds, many different kinds. And the problem is that people tend to think it’s easy to collect data, and then to merge and match data to achieve this understanding, and it’s not. It’s not. It seems easy, but it’s not so easy. But it’s through that technology – technologically, today, we can have extreme, an extreme wealth of data.

[DUNCAN] And it’s all about how to – learning how to interpret that data, right? And like you were saying, the ethics of it is a very big thing.

[JOAQUIM] It’s a very big thing. It’s ethics and it’s also about understanding the context. I am very drastic. My motto as president has been building bridges within – between people, practices and regions. Building bridges – why? Because I see that there is a kind of decoupling – a potential decoupling, which is the motivational market research – so, this market research that comes from asking, from surveys, from focus groups – so this motivational approach. And then, the pure digital market research – so this, people who get data from these different data lakes and they into conclusions. And certainly, people come from different backgrounds and different interests. So, there can be a kind of challenge that these two worlds don’t get united, and my role is to build those bridges because I understand that to understand people, to understand consumers, to understand shoppers, we must have this holistic view and have the best of the two worlds. And, in that sense, I’d like to talk about, well, two things.

[DUNCAN] OK.

[JOAQUIM] I use here an example that a colleague in the UK told me and I really love that one. So, he has this team of data scientists – like 10 people – and he asks them, ‘I want to understand how people consume low-cost. How do people consume low-cost?’ So, after 10 days of analysis, they just come back, they present their conclusions and he asks, ‘What did you do? What did you do because it makes no sense.’ And the answer was, ‘Well, everything hashtagged low-cost in all social media for the last six months was here.’ So, the question is, do you really think people consume low-cost and then they hashtag it on social media? Do you think this is how people do? So, we need what I call translators. We need translators. We need people that understand and have this big picture on what is the correct questions. What is the correct question to pose for that business and what should be the answer? How can we approach the answer? And then, the people that can work the data in a massive way because we have all these big data sets. So, we need the best of the two worlds, but you need the context. You need to have the context and know that eight is not the same is 80. There is a saying in Spanish – ocho no es lo mismo que 80. So, you have to differentiate what is 80 and what is eight to really have a good picture of everything.

[DUNCAN] Really articulates the role of insights professionals, actually. Being able to tie data together and to translate that data because, with technology nowadays, it’s becoming – like you’re saying, there’s all these different sources of data, but you still have to be able to tie them together and have the insight to be able to figure out what it all means, correct?

[JOAQUIM] Yeah, and we have this challenge today of automation.

[DUNCAN] Yeah, right.

[JOAQUIM] Imagine that you just press a button, and you get a super nice PowerPoint or dashboard. OK, you have data, you have things, but are there – first, how can you make sure that you can interpret the data? Have you do a driving licence to drive a car? Because you need a driving licence to drive a car. You need some experience. So, in this automation world, we need criteria. We need criteria. We need people that have the context to understand and interpret the data and tell the story around the data. We need this knowledge. So, that’s why it’s called – we need, I always say we need this bridge between all these practices. And we need those translators – people that can really give this higher point of view.

[DUNCAN] I wanted to talk to you about ESOMAR conferences again really quickly because I think there – there’s a lot of value there for folks and I know you guys have got one coming up in Toronto in September. Can you tell me a little bit about it?

[JOAQUIM] Yeah! Yeah, yeah – it’s our main conference. We run different events around the globe. For instance, the next one is in Delhi and this is the conference for APAC. And then, in Lima, will be the conference for LATAM. Then we have, for end clients, for end users, we have one in June at Twitter headquarters. This will be very interesting, this one. We will replicate that, then, in Europe with – well, not replicate. I mean, also with another different program but also for end users, only end users, to discuss their topics. We’ll have Summer Academy – so, for people that want to upgrade their learnings, we have Summer Academy in Amsterdam in June, also super interesting. And then, Congress – Congress is the big, big thing – the big event. So, imagine 1,200 people – exhibitors, delegates, keynote speakers – and all these best papers that have been created. So, for instance, today, this week – I think it’s next week, sorry – next week, the program committee is meeting in Amsterdam to go through the more than I think it’s 200-something papers or submissions that they have received, and they have to select the best of the best for the program. And so, they just have different, let’s say, lines of program and they want – they need to fill the program with the best of the best and then with keynote speakers. And it’s the big fits – so it’s networking, it’s community, it’s business, it’s know-how – it’s everything.

[DUNCAN] Wow.

[JOAQUIM] And also, the big thing about that is for some years already, we are broadcasting events.

[DUNCAN] You were saying that.

[JOAQUIM] So, yeah, so events like Fusion for instance. An event in which we fuse qualitative and big data – qualitative and big data. We broadcast the whole event, the whole, all the conferences. For Congress – for Congress, it’s so huge that we have different tracks. So, there is a proper program where there is a program with a preselection of papers and it is being broadcasted – and also, we have interviews. Also, it’s a way for sponsors to promote and advertise. So we try to, always with this mindset – this set of mind – of creating community, spreading knowledge and best practices – this ESOMAR TV is extremely successful. So, your next event will be ESOMAR APAC in Delhi. You can connect and watch, and follow the program of what’s happening in Delhi then in Lima, and then, this other one – Fusion for sure and some others. I mean, not all of them are broadcasted, but many of them are broadcasted and it’s for free. For now, it’s for free, yeah.

[DUNCAN] Do I have to be a mem… oh sorry, I didn’t mean to interrupt you. I just wanted to ask, do you have to be a member to attend and to watch?

[JOAQUIM] To watch on TV? No – it’s open.

[DUNCAN] Excellent.

[JOAQUIM] It’s open, but of course, it’s not the same to watch it on TV than being there.

[DUNCAN] Yeah. Yeah.

[JOAQUIM] Being there, you can interact with the speaker. You have these discussions of the – I mean, you meet people, you network. It’s not the same, OK. But if you cannot attend a conference, you have at least the option of watching it online. And then, if you’re a member – but you have to be a member – then you have access to the paper. And you know a 20-minute presentation is not the same that some pages of paper in which you can really dig down the methodology, the example and everything.

[DUNCAN] Excellent, and if I wanted to attend live, just to go to one of the conferences, I could go to one of those if I weren’t a member, correct?

[JOAQUIM] If you’re a member, you have a price; if you’re not a member, you have another price.

[DUNCAN] Gotcha – well, that’s awesome. That makes it available to everybody, right?

[JOAQUIM] Yes, yes and for instance, for Canada, in the events, we try – we also try to – we also try to push for membership because the more we are, the more things we can do. So, we also try to give a nice benefit to non-members to become our members – to become a member to benefit from Congresses or events.

[DUNCAN] Awesome – people can find more about this on the ESOMAR website, correct?

[JOAQUIM] Yes, the ESOMAR website is very rich and ESOMAR is headquartered in Amsterdam, and it’s managed by a team of 35 people. So, and it’s a very competent, enthusiastic team that very nicely combines experience with youth, and is a superb team. And they would be more than happy to inform you about anything you might need.

[DUNCAN] Yeah, and I’d tell any of our listeners to definitely to go and check it out because it’s – at the very least, what you offer for learning opportunities is pretty amazing. Well, I want to thank you a lot Joaquim for coming on our podcast. I really got a lot out of it and I learned a lot from you, so thanks for coming on.

[JOAQUIM] Thank you Duncan, and I am happy if you want to take another day about other things, say, you know, behavioural data – I would be more than happy to do that.

[DUNCAN] Oh gosh, that’s a whole new can of worms I’d love to talk to you about – maybe for another episode?

[JOAQUIM] Of course, of course – well, it’s been my pleasure, Duncan, and I would love to see a big, big group of professionals from Canada and the US in our Congress in Toronto. That would be amazing.

[DUNCAN] Excellent, excellent – well, we’ll have lots of information on our website, they’ll be able to find it and we’ll make sure to link it for them. So, thanks very much for coming on.

[JOAQUIM] Thank you so much.

[INTERSTITIAL MUSIC] 

[DUNCAN] And there you have it.

We’d like to thank ESOMAR president, Joaquim Brecha, for joining us from Barcelona. Having him on to talk about the role of market research associations like ESOMAR and his role there was really informative and enlightening.

If you would like to know more about ESOMAR and the value of membership to the association, please go check out their website. They’re an amazing resource for anyone who’s interested in research at all – whether you’re a corporate or academic researcher, or a market research professional – you’ll definitely find a lot of value there. Go check it out.

You’ll also find information on their website about upcoming ESOMAR events and conferences like the ones we spoke of one the podcast. And speaking of events, if you can get to Toronto this fall, ESOMAR will be holding their 73rd annual congress there from 13-16 September. If you’ve never been to an ESOMAR event before, be sure to try and make it out to network, share your ideas and learn from other members of the research community.

There will be links that will help you find the ESOMAR website and to get more information about their upcoming events like their congress in Toronto this fall on the Insightrix website – www.insightrix.com. Head over to the podcast episode page and check them out.

I’d also like to thank you folks – our amazing fans who make it all possible.

And before we go, we have a very special announcement – the Insightrix podcast has been nominated for what is a pretty prestigious award.

We’ve been nominated for the very first ever Annual Market Research Podcast Award from Little Bird Marketing in partnership with GreenBook.

Stories of Market Research is up for consideration against some stiff competition from companies like Ipsos UU, Fuel Cycle, Happy Market Research and our friends at the Insights Association – and we could use your help to secure the win.

If you’re listening to this episode before March 31, 2020, please head over to info.littlebirdmarketing.com/mr-podcast-award to vote for Stories of Market Research: The Insightrix Podcast. If you didn’t get that URL, that’s OK; you can find a link on the insightrix website – www.insightrix.com/podcast.

We’d sure appreciate it and it will help get Stories of Market Research out there in front of more people like yourself – awesome folks with an interest in market research.

And last but not least, be sure to rate, review and subscribe to the Insightrix Podcast on Spotify, Apple Podcasts, YouTube, Stitcher or anywhere else you access your podcasts.

Thanks again for listening. We’ll be back again in another couple of weeks with another episode of Stories of Market Research: The Insightrix Podcast.

[END THEME MUSIC]