39th Annual CASRO meeting
Representatives of SRA attended the 2014 annual conference in Denver for the Council of American Survey Research Organizations (CASRO) which is the national trade association for survey research businesses, whose 300-plus member companies (predominantly in the United States, but also in Canada, Mexico, and abroad) represent about 80% of the U.S. annual revenues in survey research businesses.
The conference focused on changes occurring in the industry, as well as the enormous potential that exists for leading market research firms to best serve clients by positively impacting their bottom-line.
Key sections of this leading three day conference focused on:
- Extracting the true value of research using big data and machine learning – It was projected that by 2020, 80% of media consumption will be digital
- Data privacy and compliance
- How innovation is driving leading market research firms
- Fulfilling client needs and expectations
- How research is supporting empowered consumers
- How to effectively drive brand creation and success across borders
Of great interest at the conference was speaker Shankar Vedantim, Science Correspondent for National Public Radio, who spoke about understanding the Hidden Brain and how cognitive biases and psychological entrapment can present issues with interpretation of data and the importance of understanding conscious biases consumers may have. For example, when people (customers) are unhappy, they may explain things differently than they really are.
Also of note is that researchers and buyers of research need to fully understand that we are now in an era where we have empowered consumers and customers where new technologies must be leveraged to work effectively using changing listening channels consumers pay attention to.
About SRA
SRA is a solution-based consultancy with almost 30 years of experience grounded in quantitative and qualitative expertise. SRA delivers Strategies that help our clients maximize their competitive advantage, drive value for their end users or stakeholders, Results based upon complex and detailed analysis of large data sets that are understandable and actionable, and Achievement to help improve the bottom line.
For more information on SRA Research Group, visit our website at www.sra-researchgroup.com and to learn more about CASRO, go to www.casro.org
