SOURCE: James Rogers | PureSpectrum
6,765 Miles to London Heathrow (14 hours flight time), one 25-minute overground train to Paddington, 2 underground trains (Bakerloo and Jubilee lines) and 12 station stops to West Greenwich. That is the journey I had to undertake from Singapore to attend the nearest regional (any region) Market Research Conference this month.
On the Floor at Quirk’s London 2022
Being the first in-person event of this size I had attended in some years there was a certain amount of apprehension but it was also the first visit in a professional capacity to the UK / EMEA industry for over a decade. Needless to say, there were some changes to be seen. The industry has grown significantly in terms of the volume of players and solutions being offered to the research buyer. No longer are these events dominated by ‘online’ panel players, now a wide variety of technology solutions share center stage. Marketplaces, enterprise SaaS, implicit research solutions, and more dominated the main floor of Quirk’s London.
The content across the conference ranged from delivering rapid insights to how to engage Gen Z and everything in between. The traditional agenda has been replaced by more innovative, quick-turn, results-based solutions for brands across industries. Whether it be templated agile solutions or bespoke technology, there was a resounding message that big or small, brands now have access to tools that gain a much deeper insight into their consumers. And buyers are now well informed of what they want and need!
George Head, Wez Eathorne (Opinium), Ed Dawes (The Academy of Chief Marketers & Superbrands), and Felisa Kennard (The Academy of Chief Marketers & Superbrands) also gave a thought-provoking session discussing The Ingredients of a Superbrand. They discussed the research and methodology used to measure quality, reliability, and distinction among consumers. This research is then used to derive a one-number score and brand ranking system. Bravo!
In the PureSpectrum Booth
Working alongside our all-star line up which included Stephen Hughes (EMEA, MD), Todd Myers (COO), Andy Cayton (EVP), George Head (UK Sales Director), Elena Speer (Regional Sales Director), and Holly Beckley (Account Manager), we set to spread the word of how we strive to Make Life Easier for researchers.
PureSpectrum saw a constant stream of visitors to our booth across the two-day event. Countless conversations about our recent Dalia Research acquisition, countless deep dives into our unique industry solution PureScore™ and continued momentum about our automated end-to-end research solutions via the Insights Platform!
Scheduled breaks brought swarms of hungry researchers and marketers to the main floor huddling around strategically positioned tables in arms reach of those vying for their business. Props to the clever exhibitors who put on catering and 15-minute wellness stations, a great way to promote interactions and connection.
The Australia Market Research Society’s ‘Human Insights Conference’ in August will be the region’s only major in-person get-together this year for us in APAC and that is certainly set to be a big deal. Hopefully next year we will see the return of ESOMAR, IIEX, and more to fill the calendar.
Quirk’s did a fantastic job in London and is very much in line with what our US colleagues and customers have stated about the Chicago-based event. The conference brought people back together and gave me an insight into what the APAC market research industry can look forward to from the back end of 22’ and into 23’.
It’s important not to underestimate the need we all have for face-to-face meetings. Yes, video-conferencing has replaced a lot of unnecessary travel, but in-person events keep companies and customers together! Cheers to all who are braving the miles to get back to in-person gatherings.
This article was originally published on PureSpectrum. You can view the original article here.