Careers in
Social / Market Research
Jacquie Potts
John Gibson
Marketwise Strategies
Durham University
2 March 2010
Marketwise Strategies
Research and marketing strategy consultancy
Rooted in North East, expanding nationally
Founded in 20007 permanent staffSeveral associates and part time staffBased in Newcastle City Centre
Clients – Knowledge Intensive
Public sector– One North East, Tees Valley
Regeneration, Tourism Partnerships, NHS, Natural England, Environment Agency
Universities and colleges
Environment and technology– New starts, knowledge intensive
growing companies, technology companies
Marketing and social research Market entry / proof of concept:
– Toothbrushes, stationery, healthcare products, energy efficient lighting
Higher Education: – student perceptions; Ucas decision-making;
market positioning; employer engagement
Campaign development and evaluation: – Inward investment studies, LEGI branding
Customer perception: – Universities, public, private and third sector
Strategic marketing: – Wide range of clients
Research methods
Depth interviewing (telephone & face-to-face)
Focus groups and workshops
Surveys (online, telephone, street)
Desk research
Marketwise Strategies People
Degrees– Business and marketing– Architecture and town planning– Politics– Environmental management– Immunology
2 PhDs, 4 MA / MSc, 2 CIM DipMs, 2 MRS Advanced Certificates
Range of career paths
John Gibson, Senior Researcher
Lead researcher on qualitative projects– Research design (proposals)– Desk research– Questionnaire development and sampling– Depth interviewing– Focus group moderation– Analysis (qual and quant)– Interpreting findings / report writing– Presenting results– Recommendations and strategy development
Business development– Building client relationships– Writing proposals and delivering pitches– Networking
A recent “day in the life”
09:00 Telephone interview: government agency interviewed for recycling-themed project
09:30 Analysis of interview findings for recycling client using Xsight software
11:00 Meeting with university client to discuss research findings
13:00 Writing up findings from earlier Xsight analysis
14:30 Reading report about freshwater for university client
16:30 Team meeting concerning new research enquiry
Need to be flexible to respond to any changing demands as they emerge
Best bits Happy clients! – Practical action
– Our case studies on One North East RIS website (www.northeastengland.co.uk)
– New strategic planning service launched– University has better understanding of its
position in the HE market
Using knowledge and theories learnt– Research techniques: e.g. projective
techniques in focus groups– Knowledge of Higher Education issues
Interesting subject matter– Researching perceptions among teachers and
students about university applications– Looking into strategic planning in the public
sector– Discussing environmentally-sustainable
building materials with architects and civil engineers
Challenges
The real world (different from academia!)– Budgets– Timescales– Gaining respondent participation– Achieving quality while making money– Flexibility (can be assigned to help other
projects)
Working with people– Colleagues: Different skills / needs– Clients: Different expectations
Things go wrong!– ICT systems– People make mistakes
How did I get here?
1999 Newcastle University, BA (Hons) History
2001 Newcastle University, MA International Studies
2006 Newcastle University, PhD Politics (ESRC-funded)
2007 Newcastle University, ESRC Postdoctoral Research Fellow (Politics)
2007 London School of Economics, Research Officer (Centre for
Civil Society)2008 Research Executive, later
Senior Researcher, Marketwise Strategies
Important Skills / Qualities
Inherent– Attention to detail– Pride in presentation
From education– Research principles– Knowledge of Higher Education– Use of IT
Learnt at work – experience– Getting things done (Drive, initiative,
ownership)– Professional standard of written English– How to communicate: clients, colleagues,
suppliers, research respondents
“I wish I’d known…”
Variety of opportunities available in research– Commercial / market– Not-for-profit– Public sector
Opportunities available outside the “milk round”– Job markets are competitive – but most
employers don’t advertise
Difference between commercial and academic research
Advice
Find out about potential careers early Small companies often recruit through
specialist agencies Any work experience is good experience Think re: postgraduate qualifications (MRes/
PhD) Get the basics right
– Writing skills– Maths– Presenting data: charts, tables, base sizes– Working with others
Show initiative and take responsibility – e.g. extra-curricular activities
Learn to understand the why – what is research actually meant to be achieving?