Transcript Managing a Marketing Research Career

The Market Research Industry
September 27, 2010
Steve Koch
University of Houston
Mattel Toys
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.
Coca-Cola Foods
Mattel Toys
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)
Sega Video Games
Pennzoil-Quaker State
Marketing Research Industry Structure
 2 Buckets
 Client and Supplier
Marketing Research Profession
Supplier Side
Custom
•Traditional Custom
•Specialized Custom
• Copy Testing
• STM’s
• Packaging
• B2B/B2C
• Optimization
• Omnibus
Client Side
Syndicated
•IRI
•Nielsen
•NPD
•MRI
Custom
Syndicated
Managing a Marketing Research Career
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?
What is your $Worth$?
Ask yourself “How do
the leaders in the room
feel now?”
Lower blood pressure? Lower heart rate? Safer? Relief?
Are you accretive, dilutive, or insignificant?
Managing a Marketing Research
Career
 Adopt (or refine) professional core values.
Key Professional Core Values
•Execute “Con Pasión.”
•Integrity
•Flexibility and versatility
•Always listening, reading, and learning.
•Be Accretive
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.
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!
Managing a Marketing Research
Career
Flexibility and Versatility:
Managing a Marketing Research
Career
Always Listening, Reading, and Learning:
Managing a Marketing Research
Career
Be Accretive:
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