Ray Poynter, President, ESOMAR: Τα insights βοηθούν τους οργανισμούς στη λήψη καλύτερων αποφάσεων

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class="custom-container"> <div class="single-post-row"> <div class="custom-col col-8 big-devices-share theiaStickyCol"> <div class="theiaStickySidebar"> <div class="share-post"> <span class="share-name">Share</span> <ul class="share-post-list"> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://marketingweek.gr/ray-poynter-president-esomar-ta-insights-voithoun-tous-organismous-sti-lipsi-kalyteron-apofaseon/" target="_blank"><i class="fa fa-facebook" aria-hidden="true"></i></a></li> <li><a href="https://twitter.com/intent/tweet?url=https://marketingweek.gr/ray-poynter-president-esomar-ta-insights-voithoun-tous-organismous-sti-lipsi-kalyteron-apofaseon/" target="_blank"><i class="fa fa-twitter" aria-hidden="true"></i></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://marketingweek.gr/ray-poynter-president-esomar-ta-insights-voithoun-tous-organismous-sti-lipsi-kalyteron-apofaseon/" target="_blank"><i class="fa fa-linkedin" aria-hidden="true"></i></a></li> </ul> </div> </div> </div> <div class="custom-col col-67 custom-single-post theiaStickyCol"> <div class="theiaStickySidebar"> <span class="post-date">20/11/24</span> <h1 id="read-top-title">Ray Poynter, President, ESOMAR: Τα insights βοηθούν τους οργανισμούς στη λήψη καλύτερων αποφάσεων</h1> <div class="small-devices-share"> <div class="share-post"> <span class="share-name">Share: </span> <ul class="share-post-list"> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://marketingweek.gr/ray-poynter-president-esomar-ta-insights-voithoun-tous-organismous-sti-lipsi-kalyteron-apofaseon/" target="_blank"><i class="fa fa-facebook" aria-hidden="true"></i></a></li> <li><a href="https://twitter.com/intent/tweet?url=https://marketingweek.gr/ray-poynter-president-esomar-ta-insights-voithoun-tous-organismous-sti-lipsi-kalyteron-apofaseon/" target="_blank"><i class="fa fa-twitter" aria-hidden="true"></i></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://marketingweek.gr/ray-poynter-president-esomar-ta-insights-voithoun-tous-organismous-sti-lipsi-kalyteron-apofaseon/" target="_blank"><i class="fa fa-linkedin" aria-hidden="true"></i></a></li> </ul> </div> </div> <p class="author-name">Από Ελίκα Ροζάκη</p> <div class="post-featured-image"><img width="1100" height="620" src="https://marketingweek.gr/wp-content/uploads/2024/11/Ray-Poynter-August-2024-BW.jpg" class="attachment-full size-full wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://marketingweek.gr/wp-content/uploads/2024/11/Ray-Poynter-August-2024-BW.jpg 1100w, https://marketingweek.gr/wp-content/uploads/2024/11/Ray-Poynter-August-2024-BW-300x169.jpg 300w, https://marketingweek.gr/wp-content/uploads/2024/11/Ray-Poynter-August-2024-BW-1024x577.jpg 1024w, https://marketingweek.gr/wp-content/uploads/2024/11/Ray-Poynter-August-2024-BW-768x433.jpg 768w, https://marketingweek.gr/wp-content/uploads/2024/11/Ray-Poynter-August-2024-BW-345x195.jpg 345w" sizes="(max-width: 1100px) 100vw, 1100px" /></div> <div class="post-content"> <p class="post-excerpt">Αυτό πρέπει να αντιληφθούν οι εταιρείες του κλάδου έρευνας αγοράς, υποστηρίζει ο Ray Poynter, Πρόεδρος της ESOMAR. Παράλληλα, συστήνει στον κλάδο να χρησιμοποιεί την τεχνολογία για να χτίσει strengths μεν, αλλά να μην παραλείπει να αμφισβητεί και να αναθεωρεί την αποστολή του. </p><div class="inline-article-ad"><div class="marke-inline-placement" id="marke-344289430"> <div id='div-gpt-ad-1656491977556-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491977556-0'); }); </script> </div></div></div><p>Μεγάλη είναι η επίδραση της τεχνολογίας στη δραστηριότητα των εταιρειών έρευνας αγοράς, δημοσκόπησης και insights, και μάλιστα ο κλάδος φαίνεται να υιοθετεί την τεχνητή νοημοσύνη (ΤΝ) σε μεγαλύτερο βαθμό από άλλους, μάς λέει ο Ray Poynter, Πρόεδρος της ESOMAR. Στο μέτωπο των νέων τάσεων βλέπει να κερδίζουν έδαφος εργαλεία όπως τα συνθετικά δεδομένα και η χρήση αδόμητης πληροφορίας, παράλληλα όμως με τη διεξαγωγή έρευνας in-house, από τους πελάτες του κλάδου.</p> <blockquote><p><strong>MW: Η συνεχώς εξελισσόμενη ψηφιακή τεχνολογία μπορεί να αποτελέσει απειλή, αλλά και ευκαιρία. Έχοντας διερευνήσει σε βάθος τις εφαρμογές της, πώς πιστεύετε ότι ο κλάδος research & insights μπορεί να αξιοποιήσει με τον καλύτερο τρόπο τις νέες τεχνολογικές λύσεις;</strong></p></blockquote> <p><strong>Ray Poynter:</strong> Έχουμε εδώ δύο αλλαγές, συμπληρωματικές μεταξύ τους, που λαμβάνουν χώρα γενικά στον κόσμο. Οι ίδιες αλλαγές συμβαίνουν και πιο ειδικά, στον κόσμο των insights & research. Η πρώτη από αυτές τις δύο αλλαγές είναι οι cloud-based πλατφόρμες με τις πολλαπλές συνδέσεις, που παρέχουν όλο και μεγαλύτερο φάσμα των υπηρεσιών μας. Η δεύτερη αλλαγή είναι η επανάσταση της τεχνητής νοημοσύνης (ΤΝ) που βρίσκεται σε εξέλιξη.</p> <p>Μία από τις βασικές επιπτώσεις τούτων των τεχνολογικών αλλαγών είναι αυτή του αυτοματισμού, που σημαίνει ότι οι εργασίες μπορούν να γίνουν με λιγότερες ανθρωποώρες. Τα τελευταία 40 χρόνια είναι γεμάτα με αλλαγές τέτοιου τύπου. Παγκοσμίως, η έρευνα απασχολούσε κάποτε εκατοντάδες χιλιάδες συνεντευκτές, που πήγαιναν από πόρτα σε πόρτα και σταματούσαν κόσμο στον δρόμο, παράλληλα με πολλά άτομα που εκτύπωναν και ταχυδρομούσαν ερωτηματολόγια, για να περάσουν στη συνέχεια τα αποτελέσματα σε μηχανήματα. Η έλευση του CATI (σσ: Computer-assisted telephone interviewing) σήμαινε ότι πολλοί από αυτούς τους ανθρώπους δεν ήταν πια απαραίτητοι, και αντικαταστάθηκαν από λιγότερα άτομα που απασχολούνταν σε call centres. Το επόμενο κύμα ήρθε με τις έρευνες διαδικτύου, οι οποίες κατήργησαν την ανάγκη για πολλά άτομα που πραγματοποιούσαν συνεντεύξεις μέσω τηλεφώνου.</p> <p>Συνολικά, οι απώλειες θέσεων εργασίας μπορούν να μετριαστούν, αν η εξοικονόμηση κόστους και η αποδοτικότητα οδηγήσουν σε ανάπτυξη στον κλάδο. Σημειώνεται πάντως, ότι οι νέες δουλειές που δημιουργούνται, συχνά πάνε σε διαφορετικούς ανθρώπους, και όχι σε εκείνους που έχασαν τις δουλειές τους. Για παράδειγμα, η μετατόπιση από τις δια ζώσης συνεντεύξεις στα online ερωτηματολόγια μετέφερε δουλειές από τους συνεντευκτές προς ομάδες πιο τεχνικές, και από τις χώρες όπου διεξαγόταν η επιτόπια έρευνα, προς τα διεθνή κέντρα. Για να αποφευχθούν περαιτέρω απώλειες θέσεων εργασίας σε απόλυτους αριθμούς, ο κλάδος πρέπει να δώσει προτεραιότητα στην ανάπτυξη και την καινοτομία, αξιοποιώντας τις τεχνολογικές προόδους για να δημιουργήσει νέους ρόλους και να διευρύνει την αγορά του.</p> <p>Αναφορικά με την ποιότητα, αυτή είναι μέρος τρίπτυχου, το οποίο αποτελείται από τα σκέλη Ποιότητα, Ταχύτητα και Τιμή. Πολλές από τις τεχνολογικές αλλαγές έχουν επιφέρει μειώσεις τιμών, βελτιωμένη ταχύτητα, αλλά με το αντίτιμο της χαμηλότερης ποιότητας. Σε γενικές γραμμές, οι έρευνες διαδικτύου δεν είναι τόσο καλές όσο οι δια ζώσης έρευνες που διεξάγονται από εξειδικευμένους συνεντευκτές. Αλλά χάρη στην ταχύτητά τους και τα οικονομικά οφέλη, συχνά είχαν μεγαλύτερη αξία για πολλούς οργανισμούς. Εντούτοις, η τεχνολογία δεν είναι απαραίτητο ότι μειώνει την ποιότητα. Παραδείγματα έξω από τον χώρο της έρευνας θα περιλάμβαναν τη μετατόπιση από τις ακτινογραφίες στις μαγνητικές τομογραφίες, από τις εκτυπώσεις letterpress στις ψηφιακές εκτυπώσεις, από τις CRT τηλεοράσεις στις LED, αλλά και τη μετατόπιση από τη διεκπεραίωση χρηματοοικονομικών διαδικασιών με το χέρι, προς τις αυτοματοποιημένες συναλλαγές.</p><div class="inline-article-ad"><div class="marke-inline-placement-2" id="marke-960549479"> <div id='div-gpt-ad-1656491982762-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491982762-0'); }); </script> </div></div></div> <p>Στο πεδίο των insights & research, η ΤΝ εμπεριέχει την υπόσχεση για καλύτερο σχεδιασμό, καλύτερη συλλογή δεδομένων, καλύτερο έλεγχο, καλύτερη ανάλυση και καλύτερο reporting.</p> <blockquote><p><strong>Τί insights θα μάς έδινε η «έρευνα στην αγορά έρευνας» σχετικά με την υγεία και τη μακροβιότητα του κλάδου, ιδίως με το ένα μάτι στραμμένο στις προόδους της τεχνολογίας;</strong></p></blockquote> <p>Η ESOMAR διερευνά εκτενώς την αγορά έρευνας, συμπεριλαμβανομένων των παρόχων, προμηθευτών του κλάδου, αγοραστών και χρηστών. Η έρευνα αυτή δείχνει ότι ο κλάδος αναπτύσσεται ισχυρά. Αυτό που ίσως περιγράφαμε ως παραδοσιακή έρευνα (π.χ. ερωτηματολόγια και focus groups) αναπτύσσεται αργά, αλλά η tech-enabled έρευνα και ο τομέας του reporting αναπτύσσονται αμφότερα δυναμικά. Η έρευνά μας δείχνει ότι ο κλάδος insights & research δοκιμάζει πιλοτικά και υιοθετεί την ΤΝ γρήγορα. Μάλιστα, φαίνεται ότι ο χώρος της έρευνας αγοράς υιοθετεί την ΤΝ σε μεγαλύτερο βαθμό από άλλους κλάδους. Σημαντικό εύρημα της έρευνάς μας είναι η τάση να διεξάγουν πλέον δική τους έρευνα οι οργανισμοί-πελάτες μας, καθώς τούς το επιτρέπουν τα προσβάσιμα, DIY, τεχνολογικά ενισχυμένα εργαλεία. Σύμφωνα με τα τελευταία δεδομένα που έχουμε, περίπου 50% των έργων διεξάγεται από εταιρείες έρευνας και 50% από τους ίδιους τους πελάτες. Αυτή η αλλαγή έχει καταστεί δυνατή από τη δημιουργία DIY προϊόντων, που υποστηρίζονται από την τεχνολογία.</p> <blockquote><p><strong>Σε ανάρτησή σας στο NewMR αναφέρετε ότι συστάθηκε ειδική ομάδα εργασίας της ESOMAR για τα συνθετικά δεδομένα. Θα μπορούσατε να μάς περιγράψετε πώς χρησιμοποιούνται επί του παρόντος στην έρευνα, και ποιος πιστεύετε ότι είναι ο καλύτερος τρόπος διαχείρισής τους στο εξής;</strong></p></blockquote> <p>Τα συνθετικά δεδομένα (synthetic data) είναι δεδομένα που δημιουργήθηκαν για να χρησιμοποιηθούν αντί δεδομένων τα οποία αλλιώς ίσως να είχαν συλλεχθεί από αληθινούς ανθρώπους. Επί του παρόντος, τα συνθετικά δεδομένα χρησιμοποιούνται περισσότερο ως ενισχυμένα δεδομένα για να αντιμετωπιστούν κενά, όπως προκύπτουν σε σύνδεση με δημογραφικές ομάδες που είναι δύσκολα προσβάσιμες. Μερικές φορές, όταν διενεργούμε μελέτη, υπάρχουν μέρη του δείγματος που είναι δύσκολα προσβάσιμα, για παράδειγμα οι νέοι άνδρες. Τα ενισχυμένα συνθετικά δεδομένα βοηθούν να συμπληρωθεί το εκάστοτε δείγμα, ώστε να καλύπτονται οι προδιαγραφές του.<br /> Κοιτώντας προς το μέλλον, οι άνθρωποι πειραματίζονται με τη δημιουργία ολόκληρων συνθετικών data sets, αντί να συλλέγουν δεδομένα από ανθρώπους – αλλά η επιτυχία αυτής της οδού δεν είναι ακόμη βέβαιη. Τα συνθετικά δεδομένα εμπεριέχουν την υπόσχεση φθηνότερων και πολύ ταχύτερων απαντήσεων στις ερωτήσεις της έρευνας.</p> <blockquote><p><strong>Ποιες πιστεύετε ότι είναι οι πιο σημαντικές μεθοδολογικές καινοτομίες στην έρευνα τα τελευταία χρόνια, και ποια θα είναι τα επόμενα ορόσημα;</strong></p></blockquote> <p>Η βασική τάση που παρουσιάζει το μεγαλύτερο ενδιαφέρον είναι η μετατόπιση από τις κλειστές ερωτήσεις και τους αριθμούς, προς την αδόμητη πληροφορία, στην οποία περιλαμβάνονται η κινητή εθνογραφία, τα κινητά ημερολόγια, η συνομιλητική μέθοδος (δηλαδή με chatbots), η σημειωτική, η συμπεριφορική επιστήμη, η βιομετρική και η χρήση της ΤΝ για την επεξεργασία μεγαλύτερων όγκων κειμένων, εικόνων και βίντεο. Το επόμενο ορόσημο θα είναι όταν η επεξεργασία όλων αυτών των διαφορετικών μορφών αδόμητων δεδομένων θα γίνει τόσο απλή, όσο το να τρέξεις στατιστικές αναλύσεις στα δεδομένα των ερωτηματολογίων. Αυτή η αλλαγή θα υποστηρίζεται από την ΤΝ.</p> <blockquote><p><strong>Η ESOMAR φαίνεται να δίνει μεγάλη έμφαση στην υποστήριξη των νέων γενεών και του νέου ταλέντου: ποια πρέπει να είναι η #1 προτεραιότητα για τη νέα γενιά, προκειμένου να ευημερήσει στο μέλλον, σε αυτόν τον κλάδο;</strong></p></blockquote> <p>Οι δύο προτεραιότητες για τους ανθρώπους που εισέρχονται στο επάγγελμά μας είναι να κατανοήσουν τους ανθρώπους και να κατανοήσουν το business των πελατών μας. Η δουλειά μας είναι να διευκολύνουμε τους πελάτες μας να λαμβάνουν καλύτερες αποφάσεις, και για να το κάνουμε αυτό, πρέπει να καταλάβουμε τις αποφάσεις που παίρνουν και πρέπει να καταλάβουμε πώς να ανακαλύπτουμε τις απαντήσεις μέσα από τους ανθρώπους με τους οποίους αλληλεπιδρούμε.</p> <p>Επιπλέον, από τους νέους ανθρώπους θα αναμένεται να είναι δεξιοτέχνες στη χρήση της ΤΝ και της τεχνολογίας, αλλά αυτό ισχύει για τα περισσότερα επαγγέλματα. Το κλειδί στα insights & research θα εστιάζει στην κατανόηση του τί χρειάζεται ο πελάτης σου και στην κατανόηση του πώς θα το ανακαλύψεις αυτό μέσα από την πληροφορία που αφορά πελάτες, χρήστες, ψηφοφόρους κ.λπ.</p> <blockquote><p><strong>Αναφορικά με τις Βέλτιστες Πρακτικές γενικά στον κλάδο, ποιες θα διακρίνατε ως καθοριστικές;</strong></p></blockquote> <p>Για την ESOMAR, ο οδηγός-κλειδί είναι ο Διεθνής Κώδικας Δεοντολογίας ICC/ESOMAR (International Code on Market, Opinion and Social Research and Data Analytics). Μέσα στον Κώδικα τονίζουμε τρεις κεντρικές αρχές:<br /> I. Όταν συλλέγουμε προσωπικά δεδομένα από τα υποκείμενα των δεδομένων για τον σκοπό της έρευνας, οι ερευνητές πρέπει να είναι διαφανείς ως προς την πληροφορία που σκοπεύουν να συλλέξουν, τον σκοπό για τον οποίο θα συλλεχθεί, με ποιους ενδέχεται να την μοιραστούν και σε ποια μορφή.<br /> II. Οι ερευνητές πρέπει να διασφαλίσουν ότι τα προσωπικά δεδομένα που χρησιμοποιούνται στην έρευνα προστατεύονται πλήρως από μη εξουσιοδοτημένη πρόσβαση και δεν αποκαλύπτονται χωρίς τη συγκατάθεση του υποκειμένου των δεδομένων.<br /> III. Οι ερευνητές πρέπει πάντα να συμπεριφέρονται ηθικά και να μην κάνουν τίποτε που ενδέχεται να βλάψει ένα υποκείμενο δεδομένων ή να ζημιώσει τη φήμη της έρευνας αγοράς, της έρευνας γνώμης και της κοινωνικής έρευνας.</p> <blockquote><p><strong>Σε πρόσφατη συνέντευξή σας αναφέρατε ότι ο κόσμος αλλάζει, όμως οι άνθρωποι δεν αντιλαμβάνονται ότι πρέπει να προσαρμοστούν. Αντλώντας από την εμπειρία σας, ποια είναι η σημαντικότερη συμβουλή που θα δίνατε στους ερευνητές σε αυτό το πλαίσιο;</strong></p></blockquote> <p>Ο Andrew Grove, πρώην CEO της Intel και συγγραφέας του «Only the paranoid survive» είπε: «Αν δεν είσαι διατεθειμένος να κανιβαλίσεις τον εαυτό σου, θα το κάνουν άλλοι για σένα».</p> <p>Αυτό είναι το μήνυμα που προσφέρω στον κλάδο της έρευνας. Ναι, χτίσε strengths χρησιμοποιώντας τη νέα τεχνολογία, αλλά μάθε να αμφισβητείς την αποστολή σου.</p> <p>Και θα κλείσω με ένα ακόμη απόφθεγμα, αυτή τη φορά από τον Bill Gates: «Αν οι σιδηρόδρομοι είχαν αντιληφθεί ότι ήταν στον κλάδο των μεταφορών, και όχι στον κλάδο των σιδηροδρόμων, θα πετούσαμε όλοι με Union Pacific Airlines».</p> <p>Εμείς στα insights, δεν είμαστε στον κλάδο συλλογής δεδομένων, δεν είμαστε στον κλάδο της ανάλυσης, είμαστε στον κλάδο του να βοηθάμε τους οργανισμούς να λαμβάνουν καλύτερες αποφάσεις.</p> <hr /> <p><strong>Focus Points</strong></p> <ul> <li>Σύμφωνα με τα τελευταία δεδομένα, περίπου 50% των έργων διεξάγεται από εταιρείες έρευνας και 50% από τους ίδιους τους πελάτες, αλλαγή που κατέστη δυνατή από τη δημιουργία DIY προϊόντων, που υποστηρίζονται από την τεχνολογία</li> <li>Οι δύο προτεραιότητες για τους νέους που εισέρχονται στο επάγγελμά μας είναι να κατανοήσουν τους ανθρώπους και να κατανοήσουν το business των πελατών μας</li> <li>Για να αποφευχθούν περαιτέρω απώλειες θέσεων εργασίας σε απόλυτους αριθμούς, ο κλάδος πρέπει να δώσει προτεραιότητα στην ανάπτυξη και την καινοτομία</li> <li>Η βασική τάση που παρουσιάζει το μεγαλύτερο ενδιαφέρον είναι η μετατόπιση από τις κλειστές ερωτήσεις και τους αριθμούς, προς την αδόμητη πληροφορίαΓια την ESOMAR, ο οδηγός-κλειδί είναι ο Διεθνής Κώδικας Δεοντολογίας ICC/ESOMAR (International Code on Market, Opinion and Social Research and Data Analytics)</li> </ul> <hr /> <p><strong>«Είμαστε παγκόσμιοι διότι είμαστε τοπικοί»</strong><br /> «Στην ESOMAR μάς αρέσει να λέμε ‘‘Είμαστε παγκόσμιοι διότι είμαστε τοπικοί’’. Η ESOMAR έχει συμφωνίες συνεργασίας με περισσότερους από 60 εθνικούς συνδέσμους έρευνας, και έχουμε ESOMAR Reps σε όλον τον κόσμο, καθώς και συντονιστές σε Λατινική Αμερική, Βόρεια Αμερική, Ασία, ενώ είμαστε στη διαδικασία δημιουργίας παρόμοιου ρόλου στην Αφρική. Αυτά τα δίκτυα ενισχύουν το μήνυμά μας και αποτελούν τα μάτια και τα αυτιά μας ως προς το τί συμβαίνει και τί απαιτείται».</p> </div> <span class="cat">CATEGORIES: </span> <a class="cat-title" href="https://marketingweek.gr/category/interviews">Ιnterviews</a> <br><br> <div class="article-topics"> <span class="title">Topics: </span> <a href="https://marketingweek.gr/tag/market-research" class="topic"> Market Research </a> </div> <div data-type="_mgwidget" data-widget-id="1676367"></div> <script>(function(w,q){w[q]=w[q]||[];w[q].push(["_mgc.load"])})(window,"_mgq");</script> <div class="custom-related-posts-by-cats"> <div class="container-fluid no-padding"> <div class="row single-post-more"> <span class="category-title">Ιnterviews</span> <div class="col-sm-4 col-md-4"> <div class="custom-post"> <a href="https://marketingweek.gr/?p=257836" class="latest-post-image" style="background-image: url('https://marketingweek.gr/wp-content/uploads/2025/02/Marketing-Rules-1701.jpg')"></a> <h3> <a 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