Careers in Market Research 2017 - Cranfield (UK)

The Role of Market Research in Decision-Making

Cranfield / 31 January



This event, held in cooperation with the Cranfield School of Management, provides students with an insight into the world of market research practice. The event will shed light on an industry that is rapidly expanding across the globe, and showcase the great opportunities available for career development in the sphere of marketing.

Case studies from Twitter/Flamingo and Boots/C Space will demonstrate the relevance of market research in generating insights, fuelling innovation and getting closer to consumers.

This event will also provide a unique opportunity for students to network with senior practitioners and discuss profiles and skillsets needed to enter the market research industry.

Speakers and Panelists

Look Who's Talking?!
Exploring the impact Twitter has had on language and culture
Cecily Long, Flamingo, UK

Twitter celebrates its 10th anniversary this year and it has rapidly become part of our everyday language; hashtags are everywhere, from the menu at your local restaurant to the evening news. But - exactly how has Twitter impacted our culture and the way we use language? Can we better understand communication on Twitter in order to help people use the platform for effectively?

We set out to explore Twitter's relationship with language to break down the barriers to communicating on the platform; a key challenge for our users. In this presentation we describe how we designed semiotic research to uncover insight in big data sets, how we used big data to streamline the qualitative process, and how we paired the two to provide actionable insights for teams across our organisation.


Learning From Lucas
What can crime, drama, movies and theatre teach us about insight?
Nick Coates, C Space, UK

In this presentation Nick will introduce four key mindsets:

  • Think like Lucas - use the hero's journey to tell stories
  • Think like Sherlock - frame projects as a puzzle
  • Think like Punchdrunk - create immersive experiences
  • Think like Mad Men - visualise insight

This interactive session will inspire you to think differently and walk away with new tools to help make your work more powerful, including how to rethink (and re-design) your insight process as an experience, not research, and how to engage people with different learning styles.


A panel of practitioners will discuss profiles and skillsets needed to enter the market research industry:

  • Alex Wheatley, Innovation Researcher, Lightspeed, UK
  • Graeme Cade, Client Director, Circle Research, UK
  • Elizabeth Norman, ENI (Elizabeth Norman International), UK

The session will be introduced by Paul Baines, Professor of Political Marketing and Director of the Executive MBA Programme at Cranfield School of Management, and moderated by Lucy Davison, Managing Director at Keen as Mustard Marketing and ESOMAR Representative for the UK.


Cranfield University
CMRI Gallery
Bedford MK43 0AL
United Kingdom


How to get to Cranfield University

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Date and Time
31 January, 18.00 – 21.00