ESOMAR CONGRESS 2008

Name: Rebecca M. Rindler
University: Yale School of Management, USA
Title of course/programme: Master of Business Administration (MBA)
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How do you see the market research industry evolving and how can you contribute to it?

The market research industry is evolving in new ways due to technology. On the research side, we see advancement in channels and collecting information; in the market, we see a spread of information and the global impact of ideas.

Technology has created new avenues and channels with which to reach people and track data. We have more information than ever before on what people buy and how they use products. The market research industry has evolved in its ways of collecting information, but we also see that consumers are savvier. The flow of information between sources has never been easier. People have access to more data and connect with each other and new sources of information and opinions. The market research industry thus depends on data more and more due to the complex, global (and growing) marketplace. As a whole, the market research industry has access to more information but also has many more challenges.

I see myself contributing to the market research industry by enabling data to drive strategy, thus supporting innovation and creativity and generating success for companies. I bring both creative and quantitative skills and expertise to the market research industry. My background is in the world of art and theatre, where I saw strategies based on intuition and convention rather than data. Through my MBA internship at Mars, Inc., I saw the value of driving strategy with data, therefore creating room for creativity in strategy. I now recognize the importance and need of having data drive strategy, rather than the other way around, which and my interest in market research comes from a desire to find the data that is crucial to decision-making.

What are in your opinion the necessary skills for market researchers in the present environment?

I believe market researchers must have quantitative skills, communication skills, and an objective and impartial perspective. Quantitative skills are necessary for framing the issue, problem or opportunity, then researching and gathering the data, and performing data analysis. Finally, quantitative skills are important in interpreting the data and rethinking the initial premise or hypothesis given what the data says.

Communication skills bridge the gap between the data and its use; diplomacy and discretion are essential, as are presentation skills in communicating market research findings. The ability to articulate the results of research and analysis is an important final step in the market research process.

Having an objective and impartial perspective is necessary in driving strategy based on data. Market researchers must adjust focal length in a project, from a very granular data view, to a big picture understanding of how the data impacts the whole.

How do you see your career unfolding and what are your aspirations?

I came to the Yale School of Management to prepare myself to address bigger issues in business. Specifically, I was interested in combining data with intuition and creativity with the goal of addressing strategic issues. My previous career was in arts and theatre where strategy was often formulated with little research or analysis of the market. This was not the most effective way to create strategy and it spurred me to look for more concrete ways to predict and reach success. Today, I’m interested in informing the success of companies by combining marketing and strategy in a way that lets data drives good decisions around overall strategy.


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