What does the future hold for careers in the market research industry? The ambiguity leads some to conclude that we’re experiencing an existential crisis of sorts; that our industry is struggling to exist in its current state but is as equally uncertain about how to change in the future.
It’s fair to say that the industry, as a whole, is doing a little soul searching. One of the revelations revealed thus far is its need to attract fresh, young talent. Support for this sentiment has been growing, sparking new pseudo-market research positions such as data scientists, strategic planners, and the like.
But such changes haven’t been welcomed in all corners of the room. In fact, much of the content written on this topic has focused on discrediting those positions. The opposition insists that experience in a “true market research position” can never be replaced.
While both are potentially valid points, I think we have been approaching the question of “cool” from the wrong perspective.
How so? Well to answer the question posed in the blog title, yes, market research is cool. And for our industry to continue to attract top talent with new ideas and a healthy respect for the fundamentals, we have to scream from the rooftops just how cool what we do really is.
Now, let’s get into the top three reasons why market research is cool:
The market research industry shouldn’t be worried about making market research “cool” because it is inherently cool. As professionals in the industry, we should be touting the unique skills required to do the job and highlight how these skills are compatible with the new Millennial and GenZ mindset. As data and insights become increasingly important for brands and companies, it will be important for us as an industry to position ourselves as a go-to career for those looking to expand their mind and make sense of the endless amount of information that exists online and through custom market research.