Celebrating 30 years of SKIM

2009 marked SKIM's 30th anniversary. Reason for Chairman and Founder Dirk Huisman to look back on three decades market research - and forward to what's yet to come.

How would you describe the philosophy behind SKIM?
There are two pillars, I suppose. The first is derived from the market research industry's roots in marketing and science - behavioral, economic, organizational and other theories from psychologists, sociologists and economists - and methodologies to prove them. We have always been very curious about new techniques and methodologies: testing them, understanding them and, assuming they're an improvement, using them. This proved to be a very good way to create a solid foundation for the organization and win the respect of clients. It wasn't a strategy for fast growth, though that was never our intention.

And the other pillar?
The other pillar has been our international focus. From the outset, we conducted studies all over the world. It was partly out of curiosity and partly out of need (when you have a niche position in a small market - the Netherlands - you have to look further). But above all, it was simply because it was and remains fun, fascinating. In 1985, we received an ESOMAR Award for a study into the impact of economic and cultural differences on entrepreneurship. This study was conducted in 12 countries spread over five continents and even now, 25 years later and in the current economic climate, the results are still highly relevant.

What have been the most striking developments of the last 30 years?
The dominant trends started before this period. Originally, industry trends were based on new insights and developments in theories and methodologies. After the 1960s, market research became more industrialized and developments were primarily based on cost reduction and technology push. IT solutions increasingly drove the industry, but each new development and data collection solution was regarded with skepticism. It doesn't matter whether it was computer-aided telephone interviewing, computer-aided personal interviewing, web-based interviews, web-based focus groups, et cetera, the validity of the new technique was doubted while the validity of older techniques was over-rated. Criticism in the industry is based on conservatism.

What about the next 30 years? Where is the industry headed?
Thanks to the innovations I just mentioned, data is now basically free, so we, and this goes for our competitors too, have to compete on insights and the learning we deliver. In essence, we provide reassurance for our customers while also challenging their assumptions. To do that, we have to interpret information and benchmark the results we provide to our customers. Our customers ask or expect us to conduct meta analyses, share the lessons learned and provide new frameworks and new directions to solve the issues on their mind. In that respect, I am convinced that content and interpretation will be a key driver for the development of the market research industry, and certainly for SKIM.

SKIM has offices in Rotterdam, New York and Geneva - do you foresee more in the future?
Providing great answers begins with understanding the needs of the client - and that means being physically close to them. At the same time, you don't need to be everywhere, especially when you have a multicultural organization. You know, within SKIM, people from more than 20 countries work and have fun together. Nevertheless, five years from now I expect us to be in more regions, i.e., Latin America and in particular Asia, to be near by the new centers of excellence. I could also see us opening an office on the west coast of the United States.

Final question. With so many market research firms and software solutions, why should a company come to SKIM?
I think because, as our motto captures, they can and should "expect great answers". There can be many reasons to initiate a study: risk reduction, reassurance, forecasting, optimization, the need to understand a situation or development, et cetera. The common factor is that you expect great answers that enable you, the client, to make real progress. I am convinced that it is the way we communicate answers that creates the impact, but at the same time, it is the content and the application of advanced methodologies that differentiates us.