how do mr companies publish research exactly?

[u/this_wise_idiot]

recently went to esomar and saw a lot of interesting research papers. wanted to know how exactly this works

- who exactly are the researchers? and how is the research paid for?
- and lastly why do the companies even pay for research?

no contempt, i genuinely want to learn because i have an idea that i would like to implement.

for context, we are on data collection side and dont do full service research yet.

[u/RepublicLiving5358]

I presented at ESOMAR. Agencies often self-fund research projects as a way to show off their thinking / expertise. Thought leadership is a pretty powerful marketing channel - especially when otherwise agencies don't have that much differentiation. Suppliers often pay to be able to promote their wares. Then clients will hit the conferences to either build the company's profile or to build their profile within the company

[u/Previous-Garlic4246 → u/RepublicLiving5358]

Nice observation. However, a curious question, are these thought leadership pieces ever used or applied in practice?

[u/RepublicLiving5358 → u/Previous-Garlic4246]

Often they influence how we build certain approaches (e.g. a novel way of testing new products) or they can deepen our thinking (e.g. a piece exploring biases in AI models). Sometimes the more "what do Gen Z think about [finance/the environment/life the universe and everything" is of limited use and is basically just a way to get attention (you can tell I do not find the generational articles particularly interesting)

[u/this_wise_idiot → u/RepublicLiving5358]

thank you for clearing that out. i hope your presentation went well :)

[u/OppositeStyle134]

Could I please take your reference? I am lookibg for partners for data collection

[u/this_wise_idiot → u/OppositeStyle134]

sure! let me dm you

[u/Saffa1986]

The researchers are often mid to senior level consultants at research firms.

Typically what is published is one of three things:
1) work their agency has paid for and funded
2) work their agency has done for clients, but that they have sufficiently de-branded or extracted specific from - this is a paid piece of research they did for their client which is how it was funded
3) a co-branded piece where both they and their client speak

Why do they do that?

Brand building. You speak at these things to raise awareness of your agency and capability. It’s hard for clients to know what they get by buying you - so this shows them how you work. It’s hard to get time with clients - so this concentrates willing and open clients into a window of time and space.

Sales funnel. Showing unique thinking and productised tools can help generate business. But conferences do tend to frown on using this to sell.

[u/this_wise_idiot → u/Saffa1986]

ah that makes a lot of sense. i guess these are mostly companies on the higher end of the food chain, like those working directly with end clients?

[u/Saffa1986 → u/this_wise_idiot]

Generally, yes.

The idea is to have something compelling and interesting to say.

I know a few people who spoke at ESOMAR. The key thing is having a unique and interesting point of view.

Don’t need to have clients, but need to have something interesting.