Writing the Story

One of the key points that we keep hearing on the project is that the industry has not been good at engaging people with the compelling story of what our industry is about, and the great careers it offers.

So as we start to look at actioning some the findings from our research, we decided that we should reconnect the R-Netters, who originally helped us with an interactive workshop.

So in early November we will be running another workshop where we will share the headlines of what the team found out, and then spend the rest of the time, using creative exercises to help write the story of our industry.

75% of people working in our industry don't believe the industry is portrayed well to the general public, so there’s a job to do amongst the public at large, as well as people considering entering our industry.

Once its created it’ll be used as collateral for all members of our industry to be able to use – when they are introducing what we do to any audience, in particular we are keen it's used to inspire people to consider moving into our industry.

If you are not a R-Netter, don’t worry, you can still get involved. Following the event, we will be publishing the key headlines and the 5 areas of activity for the future including how we want everyone involved in the industry to get involved.

Keep watching the blog and follow us on Twitter for more news.

Guilty

Liz Norman writes - As a result of the study ENI have been doing with Chime, into market research as a career, I was asked to take part in a debate at ESOMAR congress  on whether  ‘the industry is guilty of failing to articulate it’s strengths to potential entrants’.  Presented as a court case we even had a judge with a wig and gown.  Despite the fact our own study shows that our industry is guilty; 53% of recent entrants fell into the industry with almost no knowledge of what is involved, someone had to be a defence witness and I foolishly volunteered.  Needless to say we didn’t win!

Whilst I can understand why no one wanted to speak for the defence, I think there are individual pockets of hope.  More and more agencies are taking on interns, and many have stated to me that visiting Universities before recruiting, quantifiably improves the quality of those that apply.  ESOMAR and the MRS have individual initiatives with which we are involved (keep an eye on the changing MRS website).  What we could do with is a bigger more co-ordinated approach and to do that we need more of the industry involved.

The talk was part of whole morning of Congress papers dedicated to youth in research.  There were inspiring presentations by young researchers, conveying their passion for the industry.  They discussed the sorts of things GenY are looking for in a job; flexibility, mentoring, variety, opportunity.  All things that market research could offer in  a career.  The young researcher of the year finalists showed the amazing talent we are attracting to the industry, and the winner Pallavi Dhall’s, presentation on how to reach the gay male population  in India was fascinating.

The morning also showed we have a some way to go, Preritt Souda talked about why his friends are leaving the industry.  Salary seems to be a big issue, and I wondered is it perception or reality; are we really earning less than other areas of marketing services?  Something ENI will be researching with Chime and the MRS.  It also came out that in research that undergraduates think that management consultancy offers a better work life balance than market research – surely that can’t be true!

I’m looking forward to going back to ESOMAR next year and rather than talking about the issues, talking about the initiatives we have undertaken as an industry to make market research a career of choice.  Watch this space............

September Activity

Firstly today Liz Norman is taking part in a debate about the promotion of the industry at the ESOMAR Congress in Nice with the Fringe Factory - looks quite serious!!!!!!!!

Secondly tomorrow, Caroline will be presenting some of our results at the Insight Management Academy's joint Client and Agency forum which is looking at the retention of Talent in the industry. The attendees will be helping to flesh out one of 5 key next steps we are hoping everyone in the industry will get involved with.

Watch this space for more details