Posts Tagged ‘Market Research#8217;

2
Dec

Imagen1Seven months ago I was about to begin the third (and final) semester of my master’s in Market Research & Consumer Behavior. I was full of anticipation. Not only for what this last semester would bring, but about what would happen after the master’s. Where will I go? Who I will be working for? What will I be doing? Will I be happy? At times, I had so many questions bouncing around in my head it was hard to stay focused.

Being new to this industry and using the master’s as a first step in shifting my career, I found it challenging to demonstrate I had the right skills and knowledge to perform the jobs I was applying for. Many companies probably overlooked my resume as I did not have that one thing they look for, experience. Of course I had 4+ years of great work experience, but not in the areas I was currently applying for. I kept thinking if I could get a hiring manager on the phone or send her an email, she would understand how well the MRCB master’s had prepared me to go from the classroom to the office. On those occasions, I took every opportunity to share ample examples of working through business challenges with real clients from research phase to results presentation phase, applying learnings to critically evaluate research, developing research proposals, and learning from amazing professors that came from companies, such as Kantar Media, P&G, Millward Brown, Nielsen, and Google.

One day as I was discussing my plans to return to Boston with my professor, he mentioned that his company, Kantar Media, owns a market research agency in Boston. He offered to put me in touch. I immediately started preparing for the phone call with Human Resources that I hoped would come, and it did. For some reason this interview felt different. If I could demonstrate to this woman through my experiences during the MRCB program that it was worth putting me in contact with the hiring manager, I was that much closer to landing a job. What resulted was a great conversation about MRCB and many of the courses I had taken over the past months. Needless to say, she was quite impressed with the level of depth and quality of the courses that I had received. As we finished up the call, she was already talking about next steps…an interview with the hiring manager!

A couple days later I was on a Skype call with the hiring manager learning all about Millward Brown Digital and laughing about search marketing acronyms. I had to pause after that call and reflect on when I started my master’s I would never have been able to speak to that level about topics, like search marketing and consumer psychology. This only served to reassure me that the master’s had truly prepared me for life after MRCB. To be a professional who can go into the working world and start contributing immediately. The next step in the hiring process was to meet the rest of the team and deliver a presentation based on client data. Those next few days proved stressful as I poured every free minute I had into perfecting this presentation. I kept reminding myself to be confident and trust in what I was doing. The minute the interview/presentation started (again on Skype) I could see the faces of my soon-to-be co-workers smiling and nodding. When we began to chat more, they asked me in detail about my experience with the MRCB master’s. As I was talking through the different courses and real-life business challenges we had gone through, they were fascinated. I still remember one co-worker who mentioned, “Outside of this interview, I would make sure you list ALL of that experience on your resume. I never would have known the extensiveness of your master’s – sounds like a great program.” I thought to myself, finally, I was able to transmit what I had learned and how well equipped I was to become a professional in market research. The day of graduation, I received the exciting news; Millward Brown Digital was offering me a job in Boston!

On my first day of work, just three months ago, I expected to feel nervous. I was going to an office, meeting my boss and co-workers in-person, and was now “on my own.” However, I found myself more excited to be in this new environment and see what I would be able to accomplish. During those first few weeks, I met with many people to learn about client relationships, our online consumer panel, how we manage our data, and what the goals and strategy of the company are. At each meeting, I felt things clicking together. I kept hearing familiar words and phrases, as I was encouraged to dig deeper into areas I had questions. It is hard to put into words, but I could clearly see direct correlations between my master’s and what I was now learning in this company.

Today, I continue to learn. Every day I discover something new about search marketing and spend time on a wealth of sites devoted to the topic (one of our main performance goals is to educate ourselves on the industry). Who knew that search marketing had so many nuances? I continue to have moments where I think: I took a class in SPSS and I am comfortable with this output or I can apply what I learned about survey writing to help with this or looking at our data I know what the sample size must be to be reportable. At times, I find myself saying numerous times a day “oh I learned that in my master’s.”

As I have said before, it is truly hard to explain how the learnings in the classroom have so easily translated into my work life. They appear to be seamlessly intertwined. I have found I am less nervous when making decisions at work or trying to analyze something different. I continue every day to push myself to look at things differently, as our professors always encouraged us to do. The MRCB program prepared me for real life, one where you have to deal with ambiguities and not having all the information all the time. The few things that I have learned from my time here at Millward Brown Digital are: understand what your client’s objectives are, explore the best ways to answer those objectives, follow the data, and weave together a meaningful story. I have learned you will never have all the answers, but I do believe I could not have asked for a better program to prepare me for this career.

By: Alison Robart ’13, USA

18
Jun
27
May

Learn more about the Nielsen Challenge

Written on May 27, 2013 by MRCB Staff & Students in Student Life

Check out new video of our students doing the Nielsen Challenge during their Master in Market Research & Consumer Behavior!

25
Feb

Back in October, just one week after the program commenced, IE’s School of Social & Behavioral Sciences in cooperation with ESOMAR staged the first workshop with the purpose of introducing the market research industry.

ESOMAR is an international organization for encouraging, advancing and elevating market research worldwide. The workshop provided insights into the world of market research, emphasizing the global current demand for market researchers and stimulating our interests in the career path available for us. The event also featured interesting case studies from companies such as Heineken, InSites Consulting and BrainJuicer. Through these cases we also learned how these leading companies employ market research to fuel innovation and stay competitive.

Below is an interview with Finn Raben, Director General of ESOMAR, talking about the key takeaways from the event.

Written by Pia Montemayor, Philippines, MRCB ´13

22
Feb

Are you savvy about Big Data and what it means for marketers?  According to Marketing Week, “The sheer mass of information available about consumers on the web is enough to scare marketers into ignoring it. But for those brave enough to confront and harness big data, there are large rewards”.    We think market researchers who understand the Big Data opportunity will be well positioned to help marketers make the transition.  Read the full article here: http://www.marketingweek.co.uk/big-data-embracing-the-elephant-in-the-room/3030939.article

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