the market research industry september 27, 2010 steve koch university of houston
TRANSCRIPT
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The Market Research Industry
September 27, 2010Steve KochUniversity of Houston
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Mattel Toys
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Mattel Toys
2 Departments Sales Research Consumer Research
Consumer Research: A, A&U (Category Studies), A&A Tracking Studies, Focus Groups, STM’s, Copy Testing.
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Coca-Cola Foods
Mattel Toys
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Coca-Cola Foods
Marketing Research & Sales Analysis Departments.
STM’s, Product Optimization (RSM, etc.), Copy Testing, Taste Tests (point-in-time and tracking), Focus Groups, CST’s (Pricing, Display/Promotion)
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Sega Video Games
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Pennzoil-Quaker State
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Marketing Research Industry Structure 2 Buckets
Client and Supplier
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Marketing Research Profession
Client SideSupplier Side
Custom Syndicated SyndicatedCustom
•Traditional Custom•Specialized Custom• Copy Testing• STM’s• Packaging• B2B/B2C• Optimization• Omnibus
•IRI•Nielsen•NPD•MRI
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Managing a Marketing Research Career
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Managing a Marketing Research Career
When you unexpectedly walk into a management meeting where business decisions are being made and sit down at the table, what has changed in the room?
Ask yourself “How do the leaders in the roomfeel now?”
Lower blood pressure? Lower heart rate? Safer? Relief?
Are you accretive, dilutive, or insignificant?
What is your $Worth$?
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Managing a Marketing Research Career
Adopt (or refine) professional core values.
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Key Professional Core Values
•Execute “Con Pasión.”•Integrity
•Flexibility and versatility•Always listening, reading, and learning.
•Be Accretive
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Managing a Marketing Research Career
Passion: After the cover charge, I’ll hire passion. Sincerity and commitment to your profession and what you do
every day. If it’s worth doing, it’s worth doing right.
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Managing a Marketing Research Career
Integrity: Fundamental for a marketing researcher. If you never say “I don’t know,” then I say “I can’t trust you.” Resist influence. Do what you say you’ll do!
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Managing a Marketing Research Career
Flexibility and Versatility:
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Managing a Marketing Research Career
Always Listening, Reading, and Learning:
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Managing a Marketing Research Career
Be Accretive:
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So What’s the Point?
In the end, of course, what's most important about choosing your next leadership role is that it enables you to be passionate about connecting what you do and how it drives the business.
So choose wisely.
Jerry Noonan, Spencer Stuart, ex-CMO, 1800Flowers.com