“Aberration for Reputation Consultants to Handle Marketing Research Briefs”, Daramola Cautions C-Suit Managers
The Managing Director of Communication and Marketing Research Group, CMRG, Femi Daramola has described as an aberration and a misnomer, the growing situation of reputation consultants taking on the marketing Research briefs.
Mr. Daramola dropped this advice against the backdrop of challenges plaguing marketing research in Nigeria as he cautions brand custodians especially C-suit managers to be wary of who handles their marketing research briefs.
According to the CMRG boss and former Treasurer of Nigeria Marketing Research Association (NiMRA)- 2016/19, the umbrella association for marketing practitioners in the country must be a lot more proactive, coordinated, and be more visible with a view to checkmating the incursion of quacks and half baked into the marketing research industry.
According to the Managing Director, one of the biggest challenges hampering the growth of the industry is the “incidence of very exciting briefs going into the hands of non-research agencies and outright quacks that most often make nonsense of such brand or brief”
Femi, who recently took over the leadership of CMRG, Nigeria’s leading non-affiliated but world-class research agency, from its pioneer CEO, Lanre Fasakin, argued, “Owing to the perceived “reputation” of management consultants, companies coming into the country seem comfortable giving research briefs to these non-research organisations”.
Daramola underscored the fact that a well-coordinated and proactive NiMRA can better regulate the activities of members and halt these incursions by non-members adding “I particularly desire that NiMRA becomes a chartered body, to better regulate the industry and the practice and as well project the interest of the clients.”
While not glossing over other challenges, Daramola taking a cue from his company revealed that industry needs to acquire and train employees in modern technology, as well as, address the associated security, data integrity and reliability concerns.
“Researchers still need time and training to learn to use technologies for maximum effectiveness especially in the face of the new-normal occasioned by the COVID-19 pandemic”.
Highlighting the importance of marketing research on building brands and organisations, Mr. Daramola pointed out that marketing research unveils the unique needs, behaviours, habits, and attitudes of consumers/customers and, this gives marketers, brand managers, monitoring and evaluation teams, governments, and other policymakers opportunities to make strategic decisions.
“For your products and services to be well-accepted, you must know the choices and preferences of your target audience. Market research provides you with essential information about your competitors and existing products. Results from the market research offer you insights into what it would take to succeed in the market. Hence, organizations base their business decisions such as sales and marketing strategy on good market research”.
To ensure marketing research reports do not end up on the shelf gathering dust, but rather to provide the necessary ROI, the CMRG Managing Director counsels practitioners and brand custodians that research reports need to provide answers to the objectives of the research, adding that it should include an executive summary or dashboard.
“No matter how wonderful your report, there will always be those managers who just don’t have the luxury of time to read the entire report. At a minimum, write an executive summary that includes only the information managers will need to make the business decision at the heart of the project.
“Tell an interesting story. No one likes to read about data points only. Telling a story makes your research results accessible and leads the reader to implement. Be brief. Research has shown that we humans are reading less and less. So, keep your report short, simple and use lots of bullet points”, he cautioned.