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GRITCommentary:EducatingtheResearcheroftheFuture
RegBakerMarketResearchInstituteInternational
UniversityofGeorgia
June13,2017
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WhatdoyoubelievewillbethethreemostimportantskillsetsforasuccessfulpostgraduateMarketResearchprogramtofocusonduringthenextfiveyears?
2%
3%
3%
3%
3%
3%
4%
10%
15%
16%
2%
1%
4%
3%
3%
3%
3%
2%
11%
17%
Businessskills
Creativity
Storytelling
Statistics
Newmethods
Surveydesign
Textanalytics/bigdata
Datascience
Insightsintoaction
Criiticalthinking
Suppliers Clients
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HowimportantisitthatastudentwhograduatesfromapostgraduateMarketResearchprogramhavethefollowingskills:
25%
34%
49%
52%
57%
59%
61%
73%
Mathematics
Toolsandanlaytitcsoftware
Consultative
Storytelling
Verbalandpresentation
Writingcommunication
Insightdevelopment
Criticalthinking
Percentsaying“veryimportant"
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Michigan State University Master of Science Degree in Marketing Research at the Broad Graduate School of Management
Educating the Market Researcher of Tomorrow
May 19-20, 2014
Kellogg Center, East Lansing
Sponsored by: ChryslerCoca-ColaVision Critical
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MarketResearchEducation– AStudyinContrasts
Past
FocusonMastery
Future
FocusonAgility“TheMasterGeneralist”
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“Educationisthelightingofaflamenotthefillingofavessel.”
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“Wearen’tteachingtherightstuff.”
MReducationneedsanoverhaul.
Ø Rethinkthestandarduniversitycurriculumtoproducewell-roundedMRprofessionals.
Ø Emphasizeanalytics,presentationsskills,storytelling,insightsmining,andother“softskills.”
Ø Developmini-coursestocovernewmethods.
Ø Createstrongerlinksbetweenacademicsandpractitioners.
7
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BreadthofKnowledge
DepthofExpertise
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“Thefoxknowsmanylittlethings,butthehedgehogknowsonebigthing.”
Tetlock,PhillipE.(2006)ExpertPoliticalJudgment:HowGoodIsIt?HowCanWeKnow? (Princeton,NJ:PrincetonUniversityPress)
Hedgehog FoxSpecialized Multidisciplinary
Rigid Adaptable
Stubborn Self-critical
OrderSeeking Complexity Tolerant
Confident Cautious
Ideological Empirical
Anewbreedofresearcher
9
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BCGFourStagesofConsumerInsightPerformance
TraditionalMR BusinessContribution
StrategicInsight StrategicForesight
Skills Technical Technical&business Analytic&strategicAnalytic,business,commnication&
leaderhsip
Training MRmethods&tools MRtools&buinessskillsIntegratedthinking&communications
Leadershp&communicaiton
Deliverables FindingsfromeachstudyBusiness
recommendationsIntegatedstrategyinsights Forwardlookingstrategy
Role Provideaccuratedata ProvideinsightfromdataDriveresultsforbusiness
unitsCreatecompetitive
advantageWayofworking Projectdriven Businessdriven Results(ROI)driven Futuredriven
Methods TraditionalTraditional&new
methodsExpandtoconsumerandeconomictrenddata
Expandtoconsumerandeconomictrenddata
Source:BCGConsumerInsightBenchmarking(2009)
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Ittakesateam.
TheSpecialists
ThePolymath TheBusinessConsultant
Source:Chadwick,SimonandBaker,Reg(2014).“Aprèsnousledeluge?WhyweneedtopayattentiontotheneedsanddesiresofMillennialandPost-Millennialresearchers.”PaperpresentedattheESOMARCongressinNice.Amsterdam:ESOMAR.
Datascientists,computerscientists,neuroscientists,statisticians,sampleproviders,psychologists,ethnographers,graphicdesigners,surveyspecialists,etc.
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Whatiscriticalthinking?
Thesystematicevaluationofdata,facts,andobservablephenomenon,distinguishingbetweenusefulandlessusefuldetails,withthegoalofdrawingreasonableconclusionsinordertosolveaproblemormakeadecision.
Ø Selectmethodologiesanddatasourcesthatfitthebusinessproblem.
Ø Systematicallyassess“thesafetyoftheevidence.”
Ø Synthesizemultiplesourcesofimperfectdata.
Ø Tellthemostimportantstoryofthedatainaconvincingway.
Source:Smith,David.2014.“Buildingtheskillsofthenextgenerationofcustomerinsightprofessionals.”ResearchWorld.November/December,32-35.
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1. Emphasizescriticalthinking,insightdevelopment,andproblemsolvingoverspecificresearchskills.
2. Teachestheprinciples thatdistinguishgoodresearchfrombadresearchindependentofmethodanddatasource.
Weneedacurriculumthatdoestwothings.
FocusonAgility“TheMasterGeneralist”