The Market Research Industry

September 27, 2010Steve KochUniversity 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

Client SideSupplier Side

Custom Syndicated SyndicatedCustom

•Traditional Custom•Specialized Custom• Copy Testing• STM’s• Packaging• B2B/B2C• Optimization• Omnibus

•IRI•Nielsen•NPD•MRI

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?

Ask yourself “How do the leaders in the roomfeel now?”

Lower blood pressure? Lower heart rate? Safer? Relief?Are you accretive, dilutive, or insignificant?

What is your $Worth$?

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