Kim Smouter-Umans - ESOMAR


Kim Smouter-Umans - ESOMAR

Kim L. Smouter Umans is ESOMAR's Head of Public Affairs and Professional Standards, having joined ESOMAR in 2012. He heads a small team of professional standards and public affairs experts championing the value of market, opinion and social research and data analytics.

He also works to promote the interests of over 5,000 professionals and 550 companies working in the field of market, opinion and social research and data analytics, leading ESOMAR's advocacy efforts on major policy dossiers including the General Data Protection Regulation and the ePrivacy Regulation. He has strengthened ESOMAR's positioning in the digital fields and prior to working for ESOMAR, Kim served a stint as Secretary General of the European Network of National Civil Society Associations. As its first Secretary General, Kim laid the foundations for securing its role and its future as one of Europe's leading bodies defending the interests of the non-profit sector by bringing together over 20 national civil society infrastructure platforms.

He has also served in various policy roles working for the North East England Office in Brussels and in the European Parliament working in the fields of social policy, education, and employment.

He holds a Masters degree in European Public Affairs and a Bachelor's degree in European Studies and is a graduate of the University of Maastricht.


"How can associations leverage opinion and social research to further advocacy objectives?"

Across the world, public policy debates are driven by opinion and social research. Research studies are regularly quoted to advance a particular policy agenda or to highlight the level of public support. Many associations commission research agencies to conduct the fieldwork, whilst many associations prefer to conduct survey research using popular "Do-It-Yourself" tools like SurveyMonkey. Regardless of the tools and the partners chosen to execute the research project, how that research is conducted can either strengthen or discredit your advocacy campaign.

This workshop provides tips and tricks for association leaders and executives in order to assist them when procuring research from a research agency. It explores the questions to be asked and the common mistakes to avoid in order to ensure that the research commissioned truly informs an association's advocacy strategy and policy statements.  

The workshop will also explore the benefits and pitfalls of using "Do-It-Yourself" tools and explains common mistakes in survey design that should be avoided.

From the what, the how, and the why, the workshop will renew your confidence in using opinion and social research as part of your association's day-to-day work through the combined lenses of a policy expert and a research expert.