FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2009

Luke Postlethwaite Name: Luke Postlethwaite
Nationality: British
University: University of Nottingham, Nottingham, UK
Title of course/programme: BA (Hons) Management Studies
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How do you see the market research industry evolving and how can you contribute to it?

I think that the current recession will have a short term impact particularly on advertising and marketing budgets as cut backs are made in all areas, and this will certainly create challenges for the market research industry. There is likely to be a lasting impression on the industry, particularly as organisations rethink their social impacts and discover the need to rebuild consumer trust in nearly all markets. But I don’t feel this will have a major impact on changing the way market research had been developing previously, specifically in terms of technological advances.

Technology has and will continue to increase the need for research due to its globalisation effect. The internet in particular has created a global marketplace that is incredibly competitive. And because of this, finding new sources of competitive advantage and innovation is vitally important.

I think technology will also continue to increase the effectiveness of market research. The continuing rise of web 2.0 applications, for example, is allowing new ways of connecting with consumers, particularly in the collection of qualitative data. The genuine comments and discussions facilitated by sites such as youtube, social networking sites, forums and blogs are providing a rich source of data for researchers. And because there’s an abundance of information now available in public domain, it’s likely that it will be taken advantage of by many new, perhaps internet only market researchers. It does, however, also mean that organisations can collect the data themselves without the need for external researchers, and we may therefore see an increase in organisations conducting research in-house.

Further into the future, we will probably see greater advances in the ability of researchers to track behaviour leading up to and beyond the purchase decision. Technology will allow this to be done in a more passive rather than intrusive way, and therefore data will tend to be more valid as it will be easier to monitor what people actually do rather than what they say they will do.

Developments in technology such as tracking brain wave patterns and eye movements will inevitably lead to a greater interaction with other disciplines such as neurology and physiology. This will build on the relatively recent acceptance of areas such as psychology in aiding business decisions, and this can only be a good thing for the industry.

As ever though the developments in technology will bring with them some very important ethical issues.

Questions will be raised such as whether or not it is ethical to monitor people so intensely (perhaps without them even realising it)? It could be argued that technology is developing in a way that makes it perhaps too intrusive in people’s lives. And as research becomes more accurate, it is likely that a power imbalance will develop that leaves consumers vulnerable to the selling techniques of businesses.

Ethics in itself though is also becoming a major market (for example in fair trade and recyclable products). We may therefore see a development in ethical market research, such as research specifically aimed at finding solutions to aid the disadvantaged, or more research into the negative impacts of current behaviour.

In terms of what I can contribute, I feel that as I began studying business, psychology and IT at A level I have been developing my knowledge in what I see as the major necessary elements in the future of market research from a fairly early age.

But above all I’m genuinely excited to be a part of this future and am therefore eager to learn. In my opinion, this ability to learn, to evolve and innovate will form the basis of my contribution to market research.

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

In my opinion, good market research is full of paradoxes and effective researchers are those who can balance the skills from both sides of the scale.

The researcher needs to have a meticulous attention to detail, whilst remaining fully aware of the big picture. They need to have faith in their own ideas as well as being able to accept others opinions, in the same way that they must ensure the research has a sound theoretical grounding as well as introducing some new ideas and knowledge.

It is also important for the researcher to have the necessary scientific and mathematical skills to collate and analyse data, but then also utilise an artistic creativity to convert the data into information and knowledge.

Due to advances in areas such as research software packages, I feel the most important skill a researcher can hold is the ability to think outside the box. What happens inside the box can largely be analysed by computers and mathematics; but it’s up to the researcher to provide the creativity, innovation, and original insight to deliver the highest level research.

On top of these skills, market researchers need to hold certain personal qualities too. Being personable and amicable is essential in any vocation that involves working with people, and so is the ability to communicate effectively. But it takes more than simply being interpersonal. At the heart of a good researcher is the drive and determination to solve problems, to find solutions, and to constantly learn.

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

Ideally I would hope to take full advantage of this opportunity in order to develop a good insight into the market research industry and gain some new skills. I then intend on using this to kick start a career in market research, starting out as an analyst in order to build a good working knowledge of the industry and generate some valuable experience.

After a couple of years, I intend on using what I have learnt to help me complete some postgraduate study. My real area of interest is in consumer behaviour and the psychology of purchase decisions, particularly in consumer goods, and I will look to blend this topic with some marketing focus.

After that I will look to take what I have learnt professionally and academically to obtain a marketing consultancy role. It is important to me that the firm I work for will be international and deal with some large brands so that I have the best opportunity possible to work at the top end of the industry. My ultimate aim is to be able to walk down a high street and see the brands, products and adverts I have worked on positively impacting on people’s lives.

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