Market research acts as lever to companies’ growth– NiMRA President
Joy Uyanwune is the President of Nigerian Marketing Research Association, NiMRA. She is also the CEO of Decision Support, a marketing research firm, established 19 years ago that serves businesses across the African region. In this interview, the beautiful brainy lady spoke on the prospects and challenges of research in Nigeria. She has strong belief of further growth of the industry based on more awareness and its importance as lever to companies’ growth. Excerpts.
Could we start by understanding what NiMRA is and what the organization stands for?
NiMRA is the Nigerian Marketing Research Association. It is a professional body for everyone who is into marketing, social or opinion research. The formation of NiMRA is borne out of the desire to formulate, enrich and improve professional activities and conduct of people and individuals interested in or involved in compiling or using marketing, social or economic research. NiMRA was established to provide a forum within which research practitioners can work together in a spirit of cooperation, support and mutual goodwill to ensure professionalism in the industry. The Association attracts membership from those who spend a major portion of their professional time in planning, directing, executing, interpreting or presenting marketing research projects. The objectives of the association include developing the use of marketing, economic, social and opinion research as an important basis for effective management decision in both public and private sectors alike; to further the legitimate professional interests of members wherever they may reside or work and among others, to establish a conduct or ethical practice and professional standards for members.
How would you assess the research industry in Nigeria?
In Nigeria the industry is growing very fast. It has become evident that we need to take the Association to the next level. In Nigeria, companies have difficulty with exposure to knowledge about research. Many companies don’t even know that market research is a tool for marketing. Marketing research is like a having a tour guide and we are making moves to let managers understand the importance of research. NiMRA has carried out some seminars but our new strategy is to raise the bar through relating with stakeholders in Nigeria from a client perspective and working with relevant industry players. Already we have lined up a number of programs for the remaining part of the year and we would want participation of industry managers, MAN, NACCIMA, government officials and decision makers. When they come to our forum in early November they would appreciate how much difference we can make to their business.
There are allegations that it is possible to manipulate research results, do you agree?
It is painful to hear that. And that is not possible with NiMRA members who are reputable. However, it is important for clients to understand what it takes to conduct research. If a client is commissioning an agency, both firms need to be on the same page discussing the client’s challenges and the reasons for the research. The client needs to be open so that the researcher can design the appropriate research technique. If the researcher does not have proper design, the result will likely be faulty. Again, the agency needs to have appropriate skills to deliver on what was diagnosed. However, there are other issues. There are cash flow issues in executing jobs as many research firms are SMEs. An average Nigerian organization does not mobilize the research agency for a job, unlike the business conduct in other countries. Banks in Nigeria seem not to understand market research in order to advance loans either. However, this is not an excuse not to do the job properly but the client should be able to mobilize the agencies for a proper job to their advantage.
How do we measure the impact of research on ROI?
To put hard numbers to investment returns from market research, you need to consider the focus area of the research and essentially consider the percentage of annual return that is measurable as directly or indirectly attributable to the research within a payback period. The answer doesn’t always come easy as the success results from research could be subjective. You need to look at the objectives and what the research is designed to achieve. There are many reasons for research. This includes exploring concepts, identifying direction as a business, design strategy or to understand what the competition is doing. What a researcher brings back is interpretation of the scenario and recommendations based on the evidence.
How do you get government to embrace research in order to deepen the practice?
The plan of the new team at NiMRA is to get the government to appreciate the importance of research. We appreciate the impact of the National Bureau of Statistics but we want government participation at different levels. We want the Water Board, the Utility agencies and National Planning Commission, for instance, to use data in providing resources, for monitoring and evaluation and getting feedback from Nigerians. With research the government has reliable information about specific potentials from unique areas of interest. There is need to work very closely with government agencies. We want the marketing association of research to be recognized for our contribution in any government plans for census. We also want a body like INEC to collaborate with our market and opinion research professionals. The body could apply research method in collation of election results. It is surprising that after election, doubts are casted over the overall counted votes. We can key results from different locations into an online platform. If all locations feed their information, the results add up instantly and are visible to all permitted access regardless of their location. This concept should be explored.