Jackie Lorch, SSI’s vice president global knowledge management, was recently appointed ESOMAR representative for the United States. The European Society for Opinion and Market Research is the world association for market, social and opinion researchers. Representatives serve as ESOMAR’s ambassadors in their local countries to increase the visibility of the organization, publicize information and promote ESOMAR activities and initiatives.
“Jackie has been extremely active in the industry and her experience will help contribute greatly to this role,” said Helen Parker, external relations manager at ESOMAR. “We are delighted to welcome Jackie on board in the capacity of East Coast representative and look forward to working together to develop ESOMAR’s activity in the U.S.”
In addition to the above-mentioned responsibilities, Lorch is expected to help recruit, screen and interview new members, and promote the ICC/ESOMAR International Code of Practice and Professional Standards. She will also promote conferences and workshops, and provide ESOMAR’s Council with feedback on developments affecting the international research community.
The ESOMAR Council appoints representatives for an initial two-year term. The term can extend between two years to six years in some situations. Lorch is one of two ESOMAR representatives for the U.S.
Founded in 1948, ESOMAR began as a regional association within Europe. Currently, with more than 4,900 members in over 130 countries, ESOMAR’s global membership brings together professionals in market and opinion research, marketing, advertising, business, public affairs and media from across the world.
“This is an honor and privilege to be an ESOMAR representative for the United States,” said Lorch. “ESOMAR is the world’s market research ambassador promoting the value of opinion research in effective decision-making. As a member of ESOMAR for more than five years, I know the responsibilities and benefits that come along with the role of U.S. representative,” said Lorch, adding, “I look forward to helping promote ESOMAR and contributing, along with other members, on where the market research industry is heading.
As SSI’s head of global knowledge management, Lorch’s team ensures the quality of SSI’s products and services, and the quality of its consulting services. The team conducts research-on-research to understand the impacts of questionnaire design, respondent care and new technology on research methodology.
The team continues SSI’s tradition of thought leadership with its program of research and presentations at industry events across the globe. In 2013, the team published advice on how to make questionnaires mobile-friendly; new findings on Snowball Methodology (in partnership with J.D. Power); and presented new research into a methodology for data stitching as a means to encourage shorter surveys and better respondent experiences.
Lorch often serves as a guest speaker at industry events, including ESOMAR Annual Congress, ESOMAR Online Research Conference, MRA Annual Conference, CASRO Annual Conference, and ARF Annual Conference. She was on the committee for the original ARF Foundations of Quality initiative and is currently on the boards of the New England MRA and the MRII (Marketing Research Institute International).
Lorch is the author of more than two dozen white papers and articles, and has contributed articles to some of the industry’s leading publications, including, Alert!, Quirk’s and Survey Magazine.
Lorch earned a certification in the principles of market research from The University of Georgia in 2009, a master’s degree in business administration with a concentration in marketing from the University of Connecticut in 1989, and a bachelor’s degree in ancient Greek civilization and English from The University of Leeds, England in 1977.
ESOMAR is the essential organization for encouraging, advancing and elevating market research worldwide. Since 1948, ESOMAR’s aim has been to promote the value of market and opinion research in effective decision-making.
ESOMAR facilitates an ongoing dialogue with its members through the promotion of a comprehensive program of industry specific and thematic conferences, publications and best practice guidelines. ESOMAR also provides ethical guidance and actively promotes self-regulation in partnership with a number of associations across the globe. ESOMAR is headquartered in Amsterdam, The Netherlands. For additional information, please visit www.esomar.org.
SSI is the premier global provider of sampling, data collection and data analytic solutions for consumer and business-to-business survey research, reaching respondents in 86 countries via Internet, telephone, mobile/wireless and mixed-access offerings. SSI staff operates from 25 offices in 18 countries, offering CATI, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI’s 3,300 employees serve more than 3,000 clients worldwide. Please visit SSI at www.surveysampling.com.
