What is the image of the Market Research industry amongst young graduates? What makes them tick? Is our industry considered a successful career path? Tonight, the results of a global quantitative study by Fringe Factory will be launched at the 2013 BAQMaR Conference. Discover how you can win the quest for talent by increasing the appeal of our industry.
To understand the perception young graduates have of Market Research, Fringe Factory has set up a quantitative study with the support of InSites Consulting, SSI and ESOMAR Next. Together, we surveyed over 1,800 graduates across 9 countries to understand and assess how attractive Market Research is as a profession. Fringe Factory was set up in 2011 by a small group of young researchers who work passionately within the Market Research industry across the world.
How bad is it? Pretty bad. Graduates don’t even consider MR as a career option! Market Research is not in the top 10 of industries where people would like to work in, only 13% of the young graduates across the world would even consider it. In addition to awareness, there’s a problem with the image of the industry. There is a low identification with MR, it is considered as boring, one-dimensional and it lacks impact.
The good news? New generation MR is providing huge opportunities to changes this! What’s boring about the social media and digital tools we apply? Increasingly the industry is need for a variety of profiles, also creatives like myself. With the emphasis on engaging internal stakeholders, participants and clients, MR is about people, not about being stuck behind a desk. And last but not least, if we open up and share the MR stories behind the products and brands people love, we can show the impact of research on their daily lives.
The Fringe report highlights 5 eye-catching insights and 4 recommendations to make a change as an industry. Find the full report below and please share it, we’re in this together!
You can find the full report here: