BAQMaN of the Month: Wouter Quartier
Wouter Quartier
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Who? Wouter Quartier
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What? Research Manager – Head VRT studiedienst
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Where? VRT
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What are you doing? VRT Research is part of the Strategy department at VRT. In a day to day context I run a team of 9 researchers trying to get them to get the best out of the vast amount of daily data coming in daily: daily TV ratings, daily Radio ratings and daily figures on digital (online and TV). If that isn’t enough: since may 2009 we run a panel with daily appreciation scores for our media. Our department works hard on making research data actionable by presenting them as communicative as possible.
A big amount of my working hours goes to organising research and spreading research results in the organisation on all possible levels.
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Looking forward:
What are ,according to you, the main challenges for quantitative marketing in the future?
The main challenges seem to be: 1. The respondent 2. Keeping quantitative fully qualitative and 3. Communication.
Why ?
1. The respondent : over the years VRT has build up an expertise in research that helped us to create nice models, good questionnaires and efficient reporting tools. However, seeing current response rates, sample methods and the over use of panel of different quality levels, makes me worried about the basis of research: (re-) presenting the opinion of randomly chosen respondents. And I’m working in media which is usually a quite popular topic for people to give their opinion on since they always have an opinion about what they see, listen to and use on a daily basis. Keeping quantitative fully qualitative: my love for quantitative data is enormous. But the quality of the data needs to be of a golden standard. If not, qualitative researchers will become the biggest liars in history – that’s after Ralph the Liar, of course. Controlling and keeping a close track on the research process clearly helps to communicate reliable research results to all parts of the organization.
2. That brings us to storytelling: research is never a goal on itself. Research needs to be embedded in the organization. It proves its use by helping the organization in positioning itself in the market, steering strategy, briefing your collaborators and evaluating actions. Communication should be thought off deliberative and adapted to each of these levels.
A or B questions à la tête du client:
- Quanti or Quali? Both I suppose, but quanti I guess. My first qualitative report I made for TNS Dimarso at the start of my career commented as ‘great quantitative approach of a qualitative session’ (and was not meant as a compliment by the way).
- Beach or Culture? the mountains I guess!
- Toscany or the Provence? Provence, even though with the Monte Prado Tuscany has a slightly higher peak. I prefer a bike-holiday between the Ventoux and Gordes.
- Vegetables or Meat? For those who know me, this is a non-question.
- StuBru or Q music? The civil servant: StuBru.
- To be busy or to be quiet? To be busy
- Come to BAQMaR or do something else? Come, however: the next time!
Tags: VRT
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Sunday, January 3rd, 2010 by