market

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market social research

• a fascinating life

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What is market social research?

• Market Research
• Which products to launch
• What advertising to develop
• How to get more people buying/using

• Social Research
• How to communicate technical/sensitive issues
• How many have specific problems/issues
• How to encourage behaviour change

Profitable Decisions
Policy Decisions
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What is market social research?

• Why do people do what they do and how many do it?
• Finding out things that people did not know
  before
• Connecting companies with customers and
  governments with the public
• Solving problems, informing decisions
• Knowing who to ask what and how to make sense of
  the answers

An organised and objective approach to gathering
and managing data, which when processed, analysed
and interpreted will uncover opportunities and
allow better informed and lower risk decisions
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The market social research industry

• Industry began in 1929 in Australia, with first
  regular surveys carried out by the early 1930s
  (The McNair Survey).
• 700 million industry in Australia (approximately
  6.9 of expenditure on advertising)
• Growth from 2004 to 2005 7.6
• 334 market and social research businesses in
  Australia
• 63 doing qualitative research, 66 doing
  quantitative research
• 1,800 people employed in executive roles, 10,000
  in data collection and processing roles
• Tends to comprise
• Small consultancies, 1 or 2 people, who outsource
  any required field work
• Larger firms, with 10 100 executives, many of
  which have their own interviewing facilities.

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The market social research industry

• Main supplier firms are
• ACNielsen (VNU)
• Millward Brown/NFS/Research International/Added
  Value (WPP Kantar group)
• Ipsos, I-View
• TNS
• Market Equity, AZTEC (Synovate)
• The Leading Edge
• Roy Morgan Research
• McNair Ingenuity Research
• Colmar Brunton
• AMR Interactive
• Sweeney Research
• DBM Consultants
• Only a few of these names were around 20 years
  ago!

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Qualitative research

• Exploratory in nature all about insights
• Discovers language, hidden agendas, things that
  people do not say out loud
• Moderating is about listening, waiting for cues,
  clues and views
• One on one interviews with only loosely
  structured questionnaires
• Focus groups typically moderating groups of 6-
  8 people, with possible one-way mirror viewing,
  audio and/or video recording
• Online discussions
• Used for
• Identifying opportunities
• Understanding behaviour and social trends
• Diagnostics particularly communications/
• advertising evaluation
• Developing hypotheses e.g. segmentation

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Quantitative research

• About measuring the prevalance of
• Attitudes, tastes, thoughts, opinions (discovered
  in qualitative research)
• Measuring product usage, enumerating attitudes
  with attitude statements
• Mostly comprises surveys by means of
• Telephone surveys
• Door-to-door surveys
• On-line surveys
• Surveys in shopping centres
• Hall studies (inviting people to attend a
  session, mostly to see ads or other material
• Requires sampling considerations
• Basic statistical knowledge or more
• Analytical mind

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Different kinds of research roles

• Within a corporation (buyer)
• Consumer insights analyst
• Market research manager
• Marketing analyst

• With an advertising agency
• Consumer insights analyst / researcher
• Strategic planner

• Within a market research firm (supplier)
• Project manager / director
• Consultant

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Types of work
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A day in the life of a researcher

• Getting an amazing new product to look at and
  think how to find a market for it
• Calling the client and arranging to come and
  present your research proposal to them
• Looking through data to find exciting patterns
• Email London office to discuss findings with them
• Preparing an insightful presentation for a team
  of marketing executives
• Going home, pleased with having shaped
  society and products
• fun impact

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Does this sound like you?

• Being nosey, curious, interested in the world
• Problem-solving, critical thinking, synthesising
• Being a good listener
• Being able to empathsise with others
• Looking at something in a different way
• Working with ideas
• Teamwork
• Having the answers, being an adviser
• Taking responsibility, being trusted
• Not desk-bound
• Variety, fast-paced, working on multiple projects
• Managing your own time, being organised
• Continuous learning

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Is market social research right for you?

• Think about who you are
• Think about what you actually enjoy doing
• Think about how you like to interact with others
• Dont force yourself to be someone you are not
• Do you prefer to work alone or as a team?
• Do you like to be in the limelight?
• What are your talents?

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Why we want you

• Talent
• Bringing fresh ideas and fresh thinking
• Ability to approach a task analytically and
  thoroughly
• Ability to write descriptive reports
• Ability to present to groups of people with
  gusto!

• Skills (units)
• Some analytical training eg Psych 1
• Commerce subjects
• Marketing Units
• English Neuro-linguistics
• Sociology / anthropology / history
• Anything and everything
• Advanced use of Microsoft Office
• and intermediate SPSS skills well
• regarded

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Will it be worth your while?

• Graduate starter - 40k
• Senior researcher - 160k

• 12 July 2007 Tourism NSW, Market Research
  Coordinator - 69-76k
• 10 July 2007 Consumer Insights Manager, Global
  Services - 90-120k
• 21 June 2007 Qualitative Planner, Marketing
  Agency - 120-150K
• Source Seek

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A possible career path

• Interviewer experience
• Supervisor experience

• Market research / consumer insights analyst
• Consultant / project manager
• Specialist / guru
• Chief executive

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Kick-starting your career with market research
interviewing

• Work experience in a mixed workplace
• Well paid
• Flexible hours
• Grow to supervisor
• And achieve management experience before your
  career has even started!

Start now
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Young Researchers Group

• Meet and speak to some young researchers about
  experiences and opportunities within the market
  and social research industry

• When
• Thursday 27 March at 6 pm
• Where
• Bar 333 (333 George Street, Sydney CBD)
• Who
• Open to all who have an interest in research
• Cost
• 20 to cover arrival drinks and finger food

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Further information
www.amsrs.com.au

• Directory of Market and Social Research
  companies, contacts, what they all do.
• Careers page with job ads.
• Information about the industry, ethical issues,
  newsletters, etc.
• Events Including Young Researchers Group
• Become a member!

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market and social research

• Fun, responsibility, money and a fascinating life