What are the ways the MRIA provides value to its members?

Janine Keogh
Vice President of Marketing
Mondelez

“Where I find the most value in the past, and right now, would be the National Conference. I think it’s just a breeding ground for innovation in our industry”

Kristian Gravelle
Dircector of Insights and Analytics
AstraZeneca Canada

 “If you think back about the role of market research to inform business decisions; the role of the MRIA helps to ensure that the information that you have is actually the best information that you actually can get in order to make those decisions”

Greg Ambrose
Director of Consumer Insight and Strategy
Tim Horton's

“Education, leadership, championing in the public space, standards, a source for the public to turn to, to deliver confidence, and a vetting of suppliers and clients.”

Joe Amati
Associate Director, Insights & Planning
Kellogg's Canada

“It does give a mark of a certain level of standard, a certain level of quality, that someone who is a member of MRIA, or a member organization, that they know how to do research on the standards that the MRIA has”

Gail Livermore
Insights Director
Target Canada

“From a client side perspective, having validity, security, and confidence in the research and results is very important because I am putting my name and reputation on the line internally to say that these results are valid.” 

Sean Stokes
Associate VP of Customer Insights
Canadian Tire

“It’s a governing body. I am a big believer that you need to be a part of the governing body for the industry that you are in because things will change and you want to make sure that you are leading and not just reacting to what’s going on in the industry” 

Sarkis Barkanian
CLS Lexitech

“Being a member of the MRIA is beneficial to all companies wanting to engage with fellow colleagues in the Marketing Research industry. As a business supplier to this industry over the years, MRIA has opened the doors to actionable business opportunities through networking with stakeholders and decision makers by attending various MRIA events. Therefore, MRIA is an important association which we are proud being a member of.”

How do you feel about suppliers who don't support MRIA?

Kristian Gravelle
Dircector of Insights and Analytics
AstraZeneca Canada

“Specifically, suppliers should be proud to be an MRIA sponsor. Again, it is the ability to showcase that the research they are going to provide is from a certain level of standards and assurance of quality”

Greg Ambrose
Director of Consumer Insight and Strategy
Tim Horton's

“All things being equal, I think it would tip the balance because you … say you are proud to be a part of this industry in Canada and are investing in it, and that you have an individual or team that have been recognized for being qualified and capable in that area”

Sean Stokes
Associate VP of Customer Insights
Canadian Tire

“If I have two different suppliers quoting on a project and I think that they are both equally good, for me, the tie breaker is that one is an MRIA member and one is not”

HOW DO YOU FEEL ABOUT MRIA Gold Seal Certification?

Adam Froman
Chief Executive Officer
Delvinia & AskingCanadians

“The MRIA’s Gold Seal designation helps AskingCanadians, demonstrate our commitment to the quality and standards of market research in Canada and is definitely a point of differentiation for our company.”

Fred de Haan
Director, Respondent Contact Centres
Numeris

“Numeris views the Gold Seal Certification as a valuable tool for ensuring minimum standards are maintained in market research practices. We have found that the Gold Seal Certification is something clients look for, providing the necessary credibility and assurance that our organization is compliant with MRIA standards.”

HOW DO yOU FEEL ABOUT THE CMRP?

Susan Innes
Insights Director
BMO Financial Group

“I understand why we’ve created it. I think it makes a lot of sense to have a special designation within our industry. When you look at accountants for example … it’s a mark that you know what you’re doing, that you have expertise”

Kristian Gravelle
Dircector of Insights and Analytics
AstraZeneca Canada

“When you have your CMRP, you are actually in the driver seat of really understanding how insights are generated, what makes a good research design, and what makes a good analysis.”

Greg Ambrose
Director of Consumer Insight and Strategy
Tim Horton's

“I think it’s an important component of a strong body to have individuals and an educational system (or professional designation) to give extra credibility”