why do you want to work in market research

Last week I was one of the speakers at the. The objective of the event was to show the value of market research, and the attractiveness of the job to high potentials. Together with interesting speakers from,
and we shared client cases and personal experiences in a Q A formula. A very valuable format of ESOMAR to connect youngsters to our industry. Some people tend to be skeptical towards our jobs because in their perception itБs just not aspirational enough. I must admit it was hard to turn around the prejudice of market researchers as a bunch of boring data crunchers, but for sure we triggered some interest! Based on my experiences, these are 5 arguments that helped me to inspire these young guys: Truly understand consumer behavior : The day-to-day contact with consumerБs opinions on various subjects enables you to really understand how and why people make certain choices. Being able to think in terms of consumer needs and expectations is an asset that will set you apart from others who have no understanding of consumer behavior. Learn from top level companies: The fact that you have the ability to work with some of the largest global companies is just massively valuable for your personal development. Getting to know the people and processes in these companies, their way of thinking and decision making flow, their company cultureБ is an experience that will be of value for the rest of your future career. Develop strong consulting skills: A large part of market research is inspiring your clients based on the results of your study. Giving presentations and bringing the voice of the customer into the board room sharpens your personal consulting skills.


You become a much more confident speaker and debater, a person that is able to inspire an audience with engaging speeches. These first three points already indicate that a job in market research can be at least equally inspiring as a job in a pure consulting or advertising for example. But there is even moreБ Benefit from cross sector and cross country market insights : On a daily basis you are working on B2B and B2C projects, going from FMCG retail, to travel, health care, media, technologyБ Different sectors and markets with different consumers and customers. Many of these projects will be cross-country. Getting insights in all these different markets fuels your overall knowledge and turns you into a true cosmopolitan. Leverage the latest social and technological trends: Just like in many industries, market research is evolving by the speed of light because of the changing technological and social environment. As a youngster you can bring lots of new ideas to the table, based on these ultra-fast moving evolutions. You get a lot of room to bring your ideas alive and develop them further via the profound knowledge of experienced professionals. Consider it living the life of an entrepreneur with all the necessary tools available to tap into new opportunities. As youБve probably noticed, working in market research goes way beyond statistics and numbers. So the existing market research stereotypes, being it just boring statistical nerds or data crunching geeks donБt match with reality. All of my colleagues are really cool and ambitious people who above all want to inspire companies and brands with an ongoing drive and passion.


Nothing boring about that! On the contrary: we feel like changing the world in a way. Maybe you can add many more arguments, help me in building this story so that we can make market research a sexy experience, also for these young and very eager starters! Get connected via Twitter to discuss or share your opinion in the comments below. Talk soon! Although lesser known, marketing research is one of the fastest growing and most interesting career fields to be in. Having worked four years in marketing research before the MBA, I have listed the seven reasons you should consider this field for a future career. The work is fascinating. Whether celebrating the new iPhone 5 or watching a poor product disappear from the grocery store shelves, we have all wondered why we buy certain products and not others. This fascinating intersection of marketing and consumer psychology is what makes marketing research such an appealing specialization. If you have ever wanted to design a new product, understand why people make buying decisions, influence advertising strategy, or change the layout of your favorite retailer, then marketing research could be the career for you. Researchers are respected and valued. Unlike some professions which are disliked (think door-to-door sales or dentists), marketing researchers are valued by both consumers and companies. I remember leading the research for Nielsen s first consumer-facing mobile app: Nielsen TOPTEN. Although I was a young professional, marketers listened intently and incorporated many of my recommendations into the final app, which launched on Android and iPhone two months ago.


It is exciting to work in a career where decision makers value your opinion and friends and family actually like what you do. Surprisingly strategic. When people think of research, they falsely assume the work involves boring data analysis all day. While comfort with numbers is important, the work researchers do is often strategic in nature. A senior marketing research manager at P G put it this way: after a few promotions, marketing research is just as strategic as any other role in the company. Whether acquiring a new business, expanding to another country, or strategically producing products to meet future needs, marketing researchers are involved in strategic decisions every day. Knowing that my efforts could shape the future of a company or product category is what keeps me in this field. This is also a reason I chose the A. C. Nielsen Center at the Wisconsin School of Business after graduation, I want to transition to a role that involves even more strategy in my daily work. It is easy to see the results. Before I started my MBA program, I worked at Nielsen BASES, a new product consulting firm. It was humbling to see how recommendations from my report were directly incorporated into a national TV campaign for a new frozen meal. I enjoy marketing research because I can see the tangible results of what I do. At the A. C. Nielsen Center, students are recruited into influential roles at huge companies (General Mills, Mars Chocolate, Starbucks, Pepsico, P G, etc. ), which makes it even easier to see the results of those efforts.


Good work/life balance. Many industries these days manufacturing, health care, and retail require working on weekends. Marketing research, in comparison, has the mantra there are no emergencies in marketing research. In terms of workload, marketing research is known for reasonable hours during the week and no work on weekends. This is possible since most work is done on a project basis, which is less prone to last-minute changes. Intellectually stimulating. I remember working in public affairs during college; I felt that I wasn t being mentally challenged at work. In contrast, marketing research is enjoyable because I am intellectually challenged by using numbers to explain situations and solve problems. Thankfully, the vast majority of marketing research jobs do not require a math, statistics, or quantitative background. Instead, the best-paying marketing research jobs simply require that you think critically and communicate your insights to others. You don t need to be a numbers wizard to be a great marketing researcher. A growing field. I have a friend who was selected for a prestigious internship with the New York Times and earned numerous journalism awards. Despite his strong credentials, he couldn t find a job because he was in the shrinking newspaper industry. In contrast, marketing research is a booming field which is predicted to grow 41% by 2020 (according to the U. S. Department of Labor). As big data increases and globalization makes businesses more competitive, there will always be a need for marketing researchers to understand consumers, gain insights from data, and influence major business decisions.

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