The first issue concerns the skills profile of the general “consumer and market researcher”. In South Africa, a career in market research is seldom the objective of students at the start of their tertiary education. Instead, the development of a career in market research is often happenstance, and the field is populated by individuals from diverse academic backgrounds. In view of this, there is often some lack of understanding the basic tenets of human behaviour and the core fundamentals of basic research design, both which which inhibit the quality and value of insights delivered.Skills profile
The second issue deals with the matter of continued professional development and accreditation. As with most recognised professions, a formal accreditation that emphasises the importance of keeping abreast of the latest research and technological advances in the field cannot be underestimated. Locally, there is a gnawing reluctance on the part of many individual market researchers to become a member of the Southern African Market Research Association (SAMRA). In MMI’s experience, this lack of accreditation and continued professional development undermines the maintenance of a golden standard for research execution, and therefore a lack in quality and consistency of insights.Continued Professional Developement
Closely related to both the first and second issues, is that of scientific rigour. In MMI’s experience, there are often suggestions of epistemological problems inherent in agencies’ conceptualisations of research questions and the justification for the use of particular methodologies. The result is a lack in scientific rigour. In closing, the lack of critical skills and appropriate qualifications, absence of accreditation and CPD and the subsequent lack of scientific rigour support our view that the market research industry in South Africa requires reform. The question is, how can this reform be best enabled and supported? In the next article, we’ll discuss some suggestions. Monique Schehle, Consumer and Market Insights Manager at MMI HoldingsScientific Rigour
Monique thrives in helping brands fulfil their strategic mandate, through insights which support and enable appropriate strategic planning. Monique has held various key research positions in the market research industry. Monique joined MMI in 2013 and has since been a key influence in multi-brand, customer, product and strategic research that is underpinned by a deep understanding of the consumer.