Field Conference 2007: Evolution for field: Examining Field in the 21st century and exploring the challenges that change has created

In July, delegates gathered at the Marriott Hotel, Leicester, for the annual MRS Field Conference.

Where are we going?

Keynote speakers, Jo Southgate and Michelle Pearson (Kantar Operations) opened proceedings with their answer to the question: Where is Field Going? Jo and Michelle queried whether the current environment – with the focus on online research and the speculation that this marks the end for the face-to-face interviewer - was an evolution, a revolution or déjà vu. In their experience, although online was on the increase, so were some forms of face-to-face (such as home interviewing); they believed the increase in one did not mean the death of the other.

Simon Lidington, MRS Chairman, followed with his answer to the question: Where is MRS Going? He stressed the need for MRS to protect its achievements, not look backwards, and always move forward to keep pace with developments such as technology. He highlighted current activities including broadening the MRS footprint via its international and inclusivity agendas.

Quality vs Speed

The first afternoon was devoted to Quality vs Speed: Is it possible to do both? This began with a lively debate. Gavin Mulholland (Illuminas), John Buckle (Alliance and Leicester), Jane A’Court (Ipsos MORI) and John Caldwell (Research Now) represented the views of an agency, client, field supplier and online provider respectively. There was general agreement that achieving both quality and speed is possible, and not just online; however, there are pressures which can affect quality if not effectively managed. Delegates then tackled the topic to come up with practical tips to change internal procedures to achieve both.

To close, Claire Harris outlined recent changes within the Market Research Benevolent Association (MRBA) and the ways in which delegates could become more involved in assisting the work of the charity.

Driving quality

Day 2 dawned with a session on Standards that Drive Quality. Jackie Megahey (GfK NOP) gave a presentation on the new ISO 20252 and the practical implications experienced by GfK NOP when moving to this standard from BS 7911. Barry Ryan (MRS) outlined the implications of the new ethical standards and legislation that directly impact on field including introduction of the MRS Regulations for Using Research Techniques for Non-Research Purposes, Vulnerable Groups Act 2006, Compensation Act 2006 and the smoking ban. Chris Smith, representing IQCS, gave an update on recent IQCS developments and Debrah Harding (MRS) explained the changes to the IID cards and Thank You leaflet.

Finally, independent consultant, Frances Wills delivered a workshop on the essential personal tools required to successfully manage yourself and others. Frances gave delegates tips on stress, managing your time, analysing work patterns, and delegation.

Light relief……..

In between the debates, presentations and workshops, delegates also kicked back, socialised and networked. At the conference dinner, the sponsored prize draw raised £770 for the MRBA.

By the end of Day 2, there was only one thing to say: “Roll on Field Conference 2008!”

Full conference programme (77KB, PDF Help)

Presentations

Day 1 Slides (1.8MB, PDF Help)
Simon Lidington's Slides (297KB, PDF Help)
Day 2 Slides (1.3MB, PDF Help)
Workshop Feedback(297KB, PDF Help)

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