MR Threats and Opportunities from a People Perspective – Liz Norman

Post by Liz Norman, owner of Elizabeth Norman International. Despite the huge growth in technology ultimately market research is only as good as the people managing the projects and interpreting the results. To grow and compete, the industry must attract and retain high calibre staff. It must also train and develop them, giving them the skills necessary to drive the industry forward and make the most of the opportunities technology and global growth offers. The industry is not always doing that now and if it doesn’t have the talent, it will be far harder to succeed in the future. Research as a career offers enormous variety, the opportunity to work with new thinking and technologies, and the chance to work on really key decisions for household names. Yet despite being an industry that is loved by many that know it, most graduates enter the industry after stumbling across it as a career option. As a result the industry is missing out on the skills of those who have a lot to offer but don’t know the industry exists. Research needs to take the opportunity to promote itself to undergraduates. In that way it will attract the best talent, but also […]

10 Reasons to buy ESOMAR’s new book

1 It’s not your classic textbook This book focusses on the questions that are part of the everyday practicalities of market research, the advice you don’t typically get from a textbook – the type of advice researchers would ideally have a mentor or more experienced colleague to ask – unfortunately not everyone has these support networks. 2 The contributors are practitioners The content has been prepared by a team of experienced researchers, so the advice is relevant for researchers who are talking to clients, writing proposals, managing projects, developing questionnaires, analysing data, reporting results, etc. 3 A great resource for the generalist or research all-rounder (Thanks to Sue Bell for emphasising this point.) Many conferences and events, social media forums, and journals focus on specialist areas. This book, doesn’t cover everything, but aims to give a solid grounding on the basics, written and reviewed by experienced market and social research industry heavy weights who know what you need to know. 4 A balance between traditional and new techniques The book covers the traditional areas – questionnaire design, qualitative, pricing research, B2B – as well as the emerging techniques, for example, communities and social media research. 5 A variety of views […]