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?

www.marketwisestrategies.com0191 261 4426