Close-Up: Is research failing to enlighten the ad industry?(Interview)

Last week, the new IPA president accused market research of failing to drive real understanding. Chris Forrest disagrees.

RORY SUTHERLAND, IPA president; vice-chairman, Ogilvy Group UK

- Why do we need broader insights into consumer psychology and research?

Because it's our job. We don't exist to create advertising - that's merely a means: our only purpose is to change human behaviour and judgment in ways that are to the advantage of our clients. With broader and deeper consumer understanding, we can do this more effectively, more reliably, more frequently and in more ways. New work in behavioural economics should also help us celebrate our achievements in terms of the creation of real economic value rather than merely via proxy measures of success - allowing us to be rewarded in proportion to the value of what we do rather than the cost of doing it.

- What is wrong with current conventional market research?

It is far too narrow. And too preoccupied with attitude and conscious decision-making; for instance, assuming that attitudinal change precedes behavioural change, when many people believe the process works the other way round. It is also poorly suited to new media. Of course, it's quite likely that I am being unfair here, and wonderful, rock 'n' roll research is being done every day that we simply don't get to see.

- Why do we need an academic (scientific and economic) foundation to the business?