FUTURE TALENT MEETS THE INDUSTRY

ESOMAR Online Research 2009

Kyle Nel

Name: Kyle Nel
Nationality: American
University: University of Wisconsin-Madison, USA
Title of course/programme: MBA in Market Research
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How do you see the market research industry evolving and how can you contribute to it?

  1. Changing focus, and evolving philosophy, on how we ask for and gather consumer information. Marketing research, as a whole, places a lot of faith in the underlying belief that respondents rationally make decisions and can articulate that rationale. Methodologies like Gerald Zaltman’s ZMET method have shown the value of coming to understand the deep meanings and metaphors that drive everyday life and decision-making.

    How I Contribute: I bring new methodologies and fresh eyes to existing frameworks. My time at the A.C. Nielsen Center for Marketing Research and my previous professional marketing research has taught me much, but the most valuable takeaway is how to become a life long learner. I will continually learn and apply those learnings to drive innovation not only in the products/services I work on but also in methodology.

  2. MR will become more integrated in general business functions and teams. MR has historically been in the corner crunching the numbers, but moving forward MR should become the insight guru not just the data cruncher. MR will further drive value by being a business partner with a specific expertise in consumer understanding.

    How I Contribute: I will add value to the business as a whole by seeking to understand the business objectives and seek out insights that will help to accomplish those objectives.

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

Above and beyond the necessary technical marketing research specific skills, I believe that MR professionals need to have two additional complementary skill sets:

  1. Deep and Abiding Curiosity: In my experience, MR professionals that get a thrill from insights and love to find out the how and the why not only seem to enjoy their jobs more but are the most successful.

  2. Superior Communication Skills: Uncovering insights is only one part of the marketing research process; good communication is the other part. Great insights do not amount to much unless these are communicated effectively through an organization. MR professionals that are also good communicators are able to make insights truly actionable and marketing research more relevant for the organization.

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

I seek to drive innovation through insights. When marketing research is done well, it is truly a win-win for both the consumer and the company. The company is able to give the consumer what they want and the consumer gets what they want, all because MR was able to uncover the insights that truly made a difference for all. I want to be the force for that champions this sort of MR, and work for an organization that believes and works towards driving this philosophy. On a more altruistic note, I have been able to learn from some great people in MR. I would love to “pay it forward” and continue the sharing of knowledge and skills by mentoring the next generation of MR professionals both within my company and also through professional associations such as ESOMAR.

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