Photo: Motivaction
I had the opportunity to meet and talk to Frits Spangenberg at last month’s ESOMAR Panel Research Conference in Barcelona.
I heard today that he has just been elected the new President of ESOMAR (he was Vice-President). Frits set up Motivaction in 1984, now a research agency with a staff of 120 persons, and stepped down recently to become a non Executive Director, enabling him to focus on not-for-profit assignments including ESOMAR. Motivaction launched in 1996 a segmentation methodology of the Dutch population called Mentality, also used as a propensity sampling technique. Motivaction, like many Dutch research agencies, has quickly experimented and adopted online research, while still offering face-to-face and CATI methodologies.
We are in good hands with Frits. A key challenge for the organization about to celebrate its 60th birthday is the adoption by the US market research industry, currently disseminated between CASRO, MRA, AMA, ARF etc. Time will tell if a Dutch president is able to achieve this.
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