Fills a void left by the structure of MRIA
The Insights Association (www.insightsassociation.org/be-a-member/canada ) has formally been expanded to Canada to foster market research innovation, quality and professionalism.
According to an industry insider, Wayne Percy, the Insights Association – Canada has launched three new Canadian initiatives.
1. A Canadian Advisory Council (https://www.insightsassociation.org/article/insights-association-launches-canadian-advisory-council).
2. A Canadian membership programme with fees in line with that of the former MRIA (Marketing Research and Intelligence Association).
3. The Insights Association’s Global CEO Summit conference will be held in Toronto, Ont. May 13-15. https://www.insightsassociation.org/conference/ceo-summit-canada.
“The market research industry in Canada is going through dramatic change for the better,” said Percy. All three of the new associations (Insights Canada, CRIC , the Canadian Research Industry Council and a reformed MRIA 2.0) are calling for more transparency and self-regulated quality control, not just in polling but doing all forms of research, adhering to a new higher industry standard.”
Banks, fast-food and consumer packaged goods (CPG) brands just cannot afford to be using do-it-yourself survey tools with no statistical validity, level of quality control, training or certification and asking leading questions to get the answers they want versus the truth, he pointed out.
But at the same time Canada’s market research industry is in the forefront of innovation and insights rather than the traditional model of follow-up research. A key indicator of the prominence of Canada on the world stage is the Insights Global CEO Summit being held in Toronto.
“The change that we are going through is a good thing for the entire advertising, research and marketing services industry,” said Percy. “As more and more do-it-yourself tools become available in every segment of our industries, we all need to become more professional and raise the bar to add more value and better results, direction, understanding and strategies for our clients.”