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