Post on 12-Feb-2016
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Careers in Social / Market Research
Jacquie Potts John Gibson
Marketwise Strategies
Durham University9 March 2011
Marketwise StrategiesResearch and marketing strategy
consultancy
Rooted in North East, expanding nationally
Founded in 20006 permanent staffSeveral associates and part time staffBased in Newcastle City Centre
Clients – Knowledge IntensivePublic sector
– One North East, Tees Valley Regeneration, Tourism Partnerships, NHS, Natural England, Environment Agency
Universities and colleges
Environment and technology– New starts, knowledge intensive
growing companies, technology companies
Marketing and social research Market entry / proof of concept:
– Sustainable construction, healthcare products, energy efficient lighting, assistive technology
Higher Education: – student perceptions; Ucas decision-making;
market positioning; employer engagement
Campaign development and evaluation: – Inward investment studies, LEGI branding
Customer perception: – Universities, public, private and third sector
Strategic marketing: – Wide range of clients
Research methods
Depth interviewing (telephone & face-to-face)
Focus groups and workshops
Surveys (online, telephone, street)
Desk research
Marketwise Strategies PeopleDegrees
– Business and marketing– Communications– Criminology– Politics– Environmental management– Immunology
2 PhDs, 4 MA / MSc, 2 CIM DipMs, 2 MRS Advanced Certificates
Range of career paths
John Gibson, Senior ResearcherLead researcher on qualitative
projects– Research design (proposals)– Desk research– Questionnaire development and sampling– Depth interviewing– Focus group moderation– Analysis (qual and quant)– Interpreting findings / report writing– Presenting results– Recommendations and strategy development
Business development– Building client relationships– Writing proposals and delivering pitches– Networking
A recent “day in the life”09:00 Telephone interview: expert informant
discussing assistive technology09:30 Analysis of interview findings for
technology client using Xsight software11:00 Meeting with new client to discuss
new research project13:00 Writing up findings from earlier Xsight
analysis15:30 Reading report about mobile phone
technology for university client16:30 Team meeting concerning new
research enquiry
Need to be flexible to respond to any changing demands as they emerge
Best bits Happy clients! – Practical action
– Our case studies on One North East website (www.northeastengland.co.uk)
– Environmental client has much clearer understanding of market for his products
– University has better understanding of its internal communications practices
Using knowledge and theories learnt– Research techniques: e.g. projective
techniques in focus groups– Knowledge of Higher Education issues
Interesting subject matter– Researching perceptions among teachers and
students about university applications– Investigating how visually-impaired people use
mobile technology– Discussing environmentally-sustainable
building materials with architects and civil engineers
Challenges The real world (different from academia!)
– Budgets– Timescales– Gaining respondent participation– Achieving quality while making money– Flexibility (can be assigned to help other
projects)
Working with people– Colleagues: Different skills / needs– Clients: Different expectations
Things go wrong!– ICT systems– People make mistakes
How did I get here?1999 Newcastle University, BA
(Hons) History – 1st2001 Newcastle University, MA
International Studies - Distinction2006 Newcastle University, PhD
Politics (ESRC-funded)2007 Newcastle University, ESRC
Postdoctoral Research Fellow (Politics)
2007 London School of Economics, Research Officer (Centre for
Civil Society)2008 Research Executive, later
Senior Researcher, Marketwise Strategies
Important Skills / Qualities Inherent
– Attention to detail– Pride in presentation
From education– Research principles– Knowledge of Higher Education– Use of IT
Learnt at work – experience– Getting things done (Drive, initiative,
ownership)– Professional standard of written English– How to communicate: clients, colleagues,
suppliers, research respondents
“I wish I’d known…”Variety of opportunities available in
research– Commercial / market– Not-for-profit– Public sector
Opportunities available outside the “milk round”– Job markets are competitive – but most
employers don’t advertise
Difference between commercial and academic research
Advice Find out about potential careers early – there
are qual and quant routes into market research
Small companies often recruit through specialist agencies or specialist websites (e.g. MRWeb)
Any work experience is good experience Think re: postgraduate qualifications (MRes/
PhD) Get the basics right
– Writing skills– Maths– Presenting data: charts, tables, base sizes– Working with others
Show initiative and take responsibility – e.g. extra-curricular activities
Learn to understand the why – what is research actually meant to be achieving?
Websites to look atwww.researchjobfinder.com – a wide
range of jobs in the UK in market research.
www.mrweb.com – similar to the above (with some of the same adverts), but includes international adverts as well.
www.the-sra.org.uk – a focus on social research opportunities
Consider third sector research roles as well.
Finally...
Leaving academia (even after postdoctoral research jobs) is NOT “failure”
Commercial research will provide you with far more job opportunities in the coming years than academia will
You do not have to go to London to have a successful commercial career
www.marketwisestrategies.com0191 261 4426