Abstract
M.Com. (Marketing Management)
The marketing research industry is a highly competitive environment with over
one hundred marketing research firms competing for business in the South
African market. Literature suggests that one of the biggest challenges the industry
faces is poor positioning. Marketing research firms are seen as data suppliers
rather than business or strategic thought partners. This is mainly the result of
marketing research firms traditionally providing masses of data with no or limited
insights, practical use and strategic value (also known as actionability of research
results).
This state of affairs in the industry needs to be addressed, otherwise marketing
research firms will become less profitable and effective data / research
information suppliers. To warrant future business and increased revenues,
marketing research firms need to position themselves as professionals who can
deliver actionable research results that assist clients strategically. Literature
suggests various methods in which marketing research firms can achieve this;
amongst which data visualisation and storytelling are identified as two such
methods to deliver actionable research results which impact clients’ business.
Therefore, the primary research objective of this study was to uncover the
strategic use of data visualisation and storytelling by marketing research firms in
quantitative research reports. To address this objective, this study was conducted
in two phases, first literature on the topic was presented, followed by an empirical
study. The empirical study independently followed an exploratory and descriptive
research design where two samples were used. The main study (qualitative
phase) sampled individuals, working for South African marketing research firms,
who oversee teams who create quantitative research reports by means of indepth
interviews; and the small-scale complementary study (quantitative phase)
sampled clients of marketing research firms who receive these quantitative
reports by means of an computer-administered, Internet-based survey. The
studies were conducted sequentially; the small-scale complementary study
followed after the main study had been completed. The Morse and Field approach was used to analyse the empirical research
results of the main study which indicated that marketing research firms do not
claim to have a traditional approach to quantitative reporting; the focus is not on
data supply, but rather on providing actionable research results to clients which
adds value to their business decision-making. The results also indicate that
marketing research firms use storytelling to deliver actionable research so as to
increase the strategic value thereof, while data visualisation is not used
strategically. The results of the small-scale complementary study indicated that
although 62% of clients feel that current quantitative research reports (received
from marketing research firms) can be used to make strategic decisions, clients
also feel that quantitative research reports need improvement regarding the
delivery of strategic and actionable research reports.
The exploration of the current quantitative reporting landscape and the evaluation
of whether South African marketing research firms strategically use data
visualisation and storytelling, have helped in identifying barriers to adoption of
these methods and recommended how these could be overcome; it also identified
specific measures to bridge the gap between data supply and strategic
(actionable) research. The study found that marketing research firms should
continue and strengthen their focus on actionable research as client demand
therefor will continue; this can be achieved through a number of ways such as by
focusing on understanding the client’s business, demonstrating thought
leadership, being future focused, strengthening storytelling capabilities and
developing / possibly investing in data visualisation capabilities.