Casro Professional Certifications Is Favoring Process Over Creativity & Inspiration

Lenny Murphy weighs in on whether Casro’s Professional Certifications fail to address client requirements for both new research processes and creative approaches to providing insights and consultation.

http://www.research-live.com/4002729.article

I think it’s great that CASRO is attempting to launch new services to assist MR companies with professional certifications, but is ISO needed or even desirable? It seems to me that this places to much of the focus on the PROCESS of data collection, much of which is rapidly becoming outdated to begin with due to technology advances, rather than the creativity and inspiration required to provide true insight and direction to our clients. Most assuredly data collection quality is an important and major aspect of our business, but for too long MR has focused on the “how” rather than the “why”. This seems

to be yet more evidence that the industry is slow to respond to the new realities of both new research processes and client demands for insights and consultation, not just data.

To see how the sentiment on this is playing out in real time, Tom Anderson is following this issue on Twitter (http://twitter.com/TomHCAnderson) and is adamantly opposed to the initiative.

This will be interesting to watch!

careerclientsdata collection

Comments

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

More from Leonard Murphy

From Fed Analyst to SaaS CEO: Aaron Kechley on Data Ownership and Leadership
Executive Insights

From Fed Analyst to SaaS CEO: Aaron Kechley on Data Ownership and Leadership

Zappi CEO Aaron Kechley joins Lenny Murphy to discuss first-party data, research tech innovation, an...

The Future of Consumer Research: Smart Labels & Real-Time Usage Data with Adhithi Aji
Executive Insights

The Future of Consumer Research: Smart Labels & Real-Time Usage Data with Adhithi Aji

Discover how Adhithi Aji’s Adrich is revolutionizing CPG with smart labels, real-time data, and insi...

Building AI Before It Was Cool: How Bad Data Quality Sparked a Revolution
Executive Insights

Building AI Before It Was Cool: How Bad Data Quality Sparked a Revolution

From focus group translator to AI entrepreneur, Nexxt Intelligence CEO Kathy Cheng shares her journe...

Scaling Service-Based Businesses: Private Equity Pathways with Jeffrey Reynolds
Executive Insights

Scaling Service-Based Businesses: Private Equity Pathways with Jeffrey Reynolds

Lenny Murphy talks with Jeffrey Reynolds on scaling service businesses via private equity, balancing...

Sign Up for
Updates

Get content that matters, written by top insights industry experts, delivered right to your inbox.

67k+ subscribers