ICG ran the Research Consultancy Clinic at the International Direct Marketing Fair

2 May 2008

The Independent Consultants Group was excited to be conducting the new Research Consultancy Clinic at the 2008 International Direct Marketing Fair with Reed Exhibitions from 29 April – 1 May 2008 at Earl’s Court 2 in London.

Independent market research and direct marketing experts, pooled from the organisation's 300+ members, were on hand to offer specialist advice to those wishing to gain a finer insight into how to undertake market research, understand the techniques involved and learn more about how to put this vital element of a campaign into practice. Many members of the ICG operate globally, handling international projects on a regular basis and working with a range of clients based around the world as well as in the UK.

Additionally four members of the ICG gave papers on a variety of topics -

Caroline Pakel-Dunlop gave two interactive workshops on ‘How to be more creative’, and ‘How to Innovate Safely’.

Janet Kiddle gave a case study presentation with Esprit Health on ‘Developing a successful new product aimed at 55+ market’.

Malcolm Tenneson spoke about ‘Real understanding of our customers and targets’ which explored why direct marketing businesses make less use of market research techniques and how direct marketers can embrace the technology-led developments in market research.

Michael Meyers spoke about his innovation in ‘Hybrid Market Research and Direct Marketing’ which enables clients accurately to identify different categories of top customers and potential customers who share the same demographic, behavioural and motivational characteristics, thereby helping marketers better understand their customer’s needs.

Malcolm Tenneson, Tenneson Marketing Services Ltd - who was instrumental in the organisation and management of the event - writes:

‘As someone who spends most of my time working in direct marketing, I was very pleased to see the ICG participate in the International Direct Marketing Fair with the "Research Clinic" for a number of important reasons:

It is key for the ICG to communicate its presence wider across the business world. This is particularly so in the Direct Marketing area, a specific marketing and consumer communications sector where market research survey techniques are still widely under-utilised. These exercises also provide opportunities for ICG members to generate new business leads and network together and besides the stand, ICG also provided speakers each day at "The Research Theatre", which attracted good audiences.’

Much was learnt from running the Research Clinic for participation in future and similar events.