David Day is CEO of Lightspeed Research, part of WPP
David Day has worked in market research for over 15 years. Currently CEO of Lightspeed Research, he was formerly the European Managing Director at Nielsen//NetRatings and Director of Operations at ACNielsen. His background in research and the Internet gives him an interesting perspective on the following:
- Consistent with other VIP's, David is concerned about the scarcity of talent in the industry and believes everyone is fishing in the same small pool.
- He suggests that the research company who can find the best ways of attracting and rewarding panellists for their opinions will come out a winner in the online research business.
- High mobile phone penetration, particularly in emerging markets, will allow marketers to develop this channel to communicate in increasingly innovative ways.
- Marketers need to have a 360 degree view of communication channels, and to bear in mind that each channel is used in a different way by different people for different reasons, depending on where they are in the purchasing process, their demographics and their location.
David concludes by looking forward to continued growth in mobile, video and social networking. He predicts that online search advertising, especially in the smaller European markets where English isn't the first language, will develop in 2007.
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