TNS Intelligence Applied Newsletter - October

Last month, the research industry came
together in Atlanta for the 2012 ESOMAR
Congress and I was pleased to be Chair of the Programme Committee. In the creation of the agenda, we sought to get a real balance between client-agency case histories with an emphasis on commercial ROI, areas where research played a genuine role in social change, to showcase new ideas, new thinking and some 'provocation' to the industry with a range of debates and discussions.

During the event, there was a wealth of new
ideas around methodology, industry disruption
and how best to build a deep understanding of people's attitudes, motivations and behaviours.

Inspiring ideas

There were many great speakers, but two
comments stood out for me. The first was
from Sherry Turkle of MIT (author of 'Alone Together'). Sherry talked about the real
standout impact that human beings have on
each other when they step away from our 'technological world' and really connect with each other. Thinking about how we drive understanding of consumer behaviour and the range of techniques available to do this, we need to reconsider the capability of qualitative research to drive deep insights, and the potential of data collection approaches which have 'real human contact' at their core.

Adrian Wooldridge, Management Editor and Schumpeter columnist at The Economist shared his perspectives on innovation. Adrian advanced the theory that - contrary to popular belief - large organisations really do have the capability to make significant innovation quickly. It is large organisations that have the resources both to create, and importantly, to roll out, rapidly and consistently.

Applied to TNS

This is a timely message for TNS, where we
have recently re-engineered many of our core solutions to ensure that they really do deliver deep insights. In this issue you can read more about what this means for brand tracking and the approach that we are taking to rediscover the 'art of qual'. We also explore the impact that mobile is having on the role of the CMO.

If you would like to discuss any of the articles
in this newsletter, please do get in touch at judith.passingham@tnsglobal.com or speak to
your TNS team.

Judith Passingham
CEO Northern & Eastern Europe, TNS

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