Future Talent Meets The Industry

ESOMAR 3D DIGITAL DIMENSIONS 2011

Andrew Ellis

Name: Andrew Ellis
Nationality: American
University: Florida State University, Tallahassee (FL), USA
Title of course/programme: Ph.D., Mass Communication


How do you see the market research industry evolving and how can you contribute to it?

A common struggle for both academic research and market research is effectively accounting for the limited correlation between people's attitudes and behaviors. Simply put, people do not always behave as they believe they should or report they will. This disconnect is very evident in the green movement, where environmental attitudes are only weakly correlated with environmental behaviors, often leading marketers to overestimate demand for green products and services. Unfortunately, I believe this struggle to link attitudes and behaviors will intensify as future marketing efforts of all types are forced to rely more heavily on attitude attachments for increased brand separation.

Interestingly, I have conducted research with Dr. Felipe Korzenny at Florida State University that suggests the strength of the attitude-behavior correlation is highly sensitive to cultural influence. In other words, our research found some cultures are more likely to convert attitudes into behaviors than other cultures. In this way, I hope to contribute to the future of market research through a better understanding of the underlying market psychologies that often cloud research findings and cripple outreach efforts.

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

During a recent industry conference on 3D technology, someone asked me to define the key qualities of successful research in today's market. In response, I suggested researchers must find a way to become more "fleet-footed and flexible," while still maintaining research accuracy. I answered this way because I believe all facets of marketing, from communication technologies to product life-cycles, are moving much too quickly to be addressed by the lethargic practices of yesterday's research techniques. Essentially, what is the value of an overly methodical approach if the results expire long before they are found? Of course, as an academician, I will always lean toward method over madness, but I do recognize the growing need for on-demand market research.

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

Having spent the decade between my academic pursuits serving in a range of communications positions, from managing a successful congressional campaign to launching an award-winning creative shop, I am all too aware of the canyon separating academia and industry. That is why after earning my Ph.D., I intend to serve as a liaison between the boardroom and the classroom, effectively translating my academic findings into practical, industry-advancing strategies and techniques.

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