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A Millennial Problem in Market Research

Posted by on 03 April 2014
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When you talk to colleagues in Market Research and
Consumer Insights about how they started in the Industry, how many times have
you heard the phrase, 'I just kind of
fell into it'
? Honestly, I've heard this phrase more often that I would have
liked throughout the years. I recently attended a Market Research event and
heard the same phase repeated again. So I just finally had
to ask, 'Why'?
Is it perhaps because for lack of better terms, a defined
career path for Market Research in college? Universities have Accounting, Math, and Science departments, but the overwhelming majority do not have Marketing
Research departments or offer degrees in Marketing Research.
Maybe it's due to a general lack of awareness of our trade
among the public? Or perhaps it's due to the nature of the work and the skill
set required? Whatever the reason, the 'just
fell into it' phenomenon is a foreseeable problem for our industry that is
expected to add 32% more Research Analysts over the course of the next decade. And
who are likely to fill these roles? Why, Millennials of course.

'Intense interest and behavior of young people can improve our research." ~ Martin Sorrell, CEO, WPP

And Millennials are a perfect fit for our industry. They are
the first generation that has lived with the internet since birth. They are technically
savvy in so many aspects and have a fantastic set of interactive, adoptive
& digital skills. With such a set of appealing traits, are we as an Industry
expecting them to 'just fall into' the trade as well? Or are we recruiting and
training the brightest, most intelligent, most curious young individuals that
we can? If we are participating in the former, our industry is in for quite a
shock.
A recent poll among Millennials revealed they want to work
for prestigious online / tech firms like Google, Apple, Facebook, & Microsoft.
These firms are likely perceived to be creative, innovative and push the
technological envelope. Likewise, these same firms want Millennials to work for
them for similar reasons, and are recruiting top talent among the best
colleges throughout the nation.
So if Millennials want to work with top tech companies, and
these same companies are recruiting top talent like crazy, where does that
leave our Industry in obtaining top talent? According to Martin Sorrell, Chief
Exectuve Officer of WPP (parent company of Kantar, TNS, Millward Brown &
Added Value) we are desperately in need of this talent. 'Intense interest and
behavior of young people can improve our research and make it more accepted. And
right now our industry has the need for more skills in programming, data, &
digital.'
It's evident we have a need for Millennials, but do they
have a need for us? Is our Industry perceived as innovative, creative, and
technologically savvy in the eyes of Millennials? Enough to join? Only time
will tell since not a single Top 50 Honomichl Company made their preference
list. (Please comment below)
Chris Ruby is an award-winning Marketing Research & Consumer Insights Executive with Fortune 500 consulting experience. His niche is the ability to turn complex data into compelling stories that induce a call for action among key decision-makers. His work has been featured by MRA, MRIA, IIR, Norstat Times, Chadwick Martin Bailey & the Optimization Group. Keep up with Chris Ruby by following him on Twitter @ChrisRubyMRX or by reading the Chris Ruby Market Research Blog.
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