Market Research Society is now in Sri Lanka

The Market Research Society of Sri Lanka (MRSSL) has been established recently with the co-operation of the leading Market Research agencies in the country.

The inauguration was graced by the distinguished patrons of the Society, Director/Consultant, Eardley Perera, Director of the Postgraduate Institute of Management, Professor Uditha Liyanage, Board Director of Lanka Market Research Bureau Ltd, Tissa de Alwis, and Senior Consultant, Nihal de Silva.

MRSSL President Ravi Bamunusinghe, Managing Director of Research Consultancy Bureau, emphasized that MRSSL is a national body that intended to give value to the Industry by setting standards on the one hand and being a partner of information in national policy planning on the other.“Hence the Society will play a role in the development of socio-cultural and economic aspects for a better Sri Lanka,” he stated.

“Market Research professionals have sharpened their skills and contributed immensely to the industry in many ways. And today MRSSL is an amalgamation of such contributors to shows case their performance with a view to bring pride to the industry and reassure current users of Market Research, build confidence among potential users and those in the marketing community who wished to choose it as a career,” he added.

The committee members of MRSSL too shared their views with regard to establishing a MRS within the industry. Country Manager of TNS Lanka, Kiran H.N., contemplated that it will help the growth of the industry as a profession. “One of the key challenges is lack of awareness amongst businesses, who don’t know where and how research could be used for their business decisions, and hence don’t know what they are missing out. We need respected advocates of the industry and businesses that are currently doing research with us to be evangelists for the Society who could help to create awareness and appreciation for Market Research” he added.

Managing Director of Nielsen Sri Lanka, Shaheen Cader, agreed saying that the society intends to make Market Research an enticing inspirational profession. “It currently does not have the high profile that a profession like brand or sales management has, and therefore in the next few years we aspire to take it to a higher profile where market researchers from both Sri Lanka and other countries will participate in our research forums by presenting research papers and thus giving market research in Sri Lanka a broader exposure” he revealed.

Secretary of the society, Mrs. Himalee Madurasinghe, Chief Executive of LMRB stated that with the increase of practitioners and users, there is a need for guidelines and controls to maintain quality standards in the industry which will benefit all stakeholders. The MRSSL will go a long way towards fulfilling this need.

Mrs. Roshani Fernando, COO of Quantum Consumer Solutions and Treasurer to MRSSL claimed that this leading Market Research frontier though at development level, is essential since research is a tool that many are not aware of. “Market Research is not fully utilized and its full potential cannot be achieved without working as a team,” she said.

Assistant Secretary, Neel De Silva, CEO of Survey Research Lanka said that the society needs to emphasize a code of conduct for everyone to adhere to. “For example, if a client has a query, we have a list of ethics to back us up. This gives an opportunity to educate the client with the use of numbers instead of depending on the gut feel alone as we did before and thanks to Ravi, we are very happy that now there is recognized organization for market research in Sri Lanka” he added.

The Patrons voiced the following views about the formation of the Society;

“This is a good thing that has happened to the industry” said Tissa de Alwis.“Market Research has been around for a long time but this is the first time a set of dedicated professionals made this happen. The society will be the voice of the industry which will create awareness, set standards, and follow a code of ethics for practitioners because there is a lack of that and the society is a means to establish it”

Eardley Perera was of the opinion that the society should have a system to attract research as a career option by showing the potential to succeed and be recognized in this area. He pointed out that this was a long overdue need in the industry.

Nihal de Silva felt there was a need to strengthen professionalism in the practice of market research in Sri Lanka, which would benefit both the practitioner and the user while protecting the information provider. “MRS Sri Lanka can play a lead role in this respect, through the formulation of a Code of Conduct” he said, adding “An MRS can also enhance the skill levels in the Industry by offering membership grades on the basis of recognized market research qualifications & experience, and through the conduct of examinations”.

Professor Uditha Liyanage aptly rounded up the interesting discussion with the quote “The age of marketing by opinion (MBO) is over. Marketers must gear up to engage in the new age of marketing by evidence (MBE). Market research plays a central role in the latter. I wish MRS SL all the very best in creating a culture of marketing by evidence.”

Bamunusinghe underlined the fact that the Society had an eminent panel of patrons who had changed the face of marketing in Sri Lanka. “I would like to thank the patrons and the committee in coming together in making this a reality. I’m sure they will continue to contribute and strengthen the society to play a key role in the industry. We welcome all those who are interested in working towards our goal and our ideologies, to join with us”.