18 september 2012 Business Analytica took part in ESOMAR world research organization Jubilee Congress
ESOMAR Society of Marketing Research Professionals marked its 65th anniversary by gathering the cream of the cream of the market and public opinion research professionals in Atlanta, USA, on 9th -12th September.

Mr. Andrey Sterlin, the founder of Business Analytica and ESOMAR member since 1997, and Elena Gamza, business development and client service director, represented Business Analytica at the Congress.

The presentations by world leading multinationals, regular market research customers were extremely useful. Representatives of Coca Cola, Mastercard, Diageo, Allstate Insurance, Heineken International, CBS News, Haymarket Worldwide, Phillips International, HSBC, Stonyfield, Meredith Corp, Nickelodeon/MTV Networks, giving dues to ESOMAR quality code provided detailed examples and comments. They focused on customer approach to research given modern technologies and information saturation.

Andrey Sterlin: “It was nice to hear from many speakers the thought we have emphasized in our strategy and all practical steps to improve Business Analytica work quality, namely in a world where clients have an increasing number of opportunities to gain huge amounts of marketing and personal data directly from consumers, research companies in order to survive and grow their business need to “go to the core of the matter”, to be able to notice and understand the inner meaning of what respondents are saying, and, moreover, to transform this new knowledge into practical recommendations for the customers, in other words, to act more as consultants. This idea in not new but again it was nice to know we are on the right track”.

Presentations by leading market research companies were mainly focused on attempts to understand the impacts of the new technologies on the industry, the interactions between clients and executors (agencies) and objects of research. For instance, how will the increasing number of on-line purchasing, including purchasing of essential goods, including food items, impact the purchasing behavior research? What will be the agencies role in brands’ ratings given that millions of consumers are now doing this though social networks? How will these changes impact the relations between agencies and clients given that the latter now have almost instant and unlimited access to huge amount of direct consumer data via social media, loyalty programs, retailers, etc.? What impact will more fragmented consumer segmentation have on research?

Andrey Sterlin: “Professionals don’t have clear cut answers to all these questions yet. However, each year we see an increasing number of successful practices based on the latest information technologies in market research. This means that our company also set the right goals as far as business technology development. We are focusing our efforts on innovative approaches to meet modern market requirements. The main competitive advantage for the technologically advanced companies are people who could think outside the box, generate innovative, creative and efficient solutions. Our objective within Business Analytica is to create mechanisms for the development of innovative approaches and climate and conditions which will facilitate the process”.