Tag Archives: How to find Marketing Research Job

Dirty, Sexy Business Intelligence vs. Sober marketing research

Bi Sounds so cool and hot these days, while marketing research has started to sound redundant. Though they both basically achieve the same objective – ‘drive informed decisions’

I have this observation about MR (marketing research) fraternity. Today, when everyone is talking about Big Data – ESOMAR is quiet.

When everyone is opening their wallets to data scientists and business intelligence analysts, we chose to ignore them.

I wonder why that is. Are you guys allergic to money?

Now, let me share my opinion as to how marketing research can benefit from the ‘big data’ trends and what business intelligence can learn from Marketing Research. After all, Marketing Research is one of the oldest, most documented professions in the space of data management and analysis.

Marketing research is one of the oldest, most documented professions in the space of data management and analysis. And BI or Big data cant be successful without learning from it.

The common terms between BI & MR

 Meta Data Management

A hot word, but if you have operated in marketing research you know about the profiling of the data sets at variable levels. Example: This is the opinion of a 30 year old, man, SEC A, living in xyz. They both are the same thing.

 ETL (Export, Transform, Load)

Yet another cool term being used in the field of BI quite often, a similar concept exists in marketing research and it is called data cleaning. The phase, where punched data is processed and sorted out in a ready to analyze format. That is equivalent to ETL in BI.

 Traceability/Lineage

It is a regular crosstab, where you can manage to go back all the way to raw data to the level where you actually reached to an respondent level variables

Dimensional Data

At the stage of proposal we do sampling and we decide all the profiling variables across which the data will be cross tabbed and the depth of each cross tab. That is equivalent to Dimensional Data in Business Intelligence

Data Governance

Now that is mostly about Data QC management and records management defined by ESOMAR’s guidelines

These are the thoughts at the top of my head, many more to come. And as I learn more about BI, I will update my Marketing research friends on how much potential marketing research has in today’s world of data and analysis.

Till then have fun, by the way don’t forget to check out these articles about the job descriptions of the savvy business intelligence analyst and our marketing researchers. And if you are implementing something cool, please share your experiences with me/us, I am on a roller coaster ride since i started working on the BI tools.

Need a Job? Use these 4 Social Media Tips to become a Recruiter Magnet

Social media has revolutionized everything around us including the way we get hired. A recent surveyby Eurocom worldwide reveals that 38% of companies check social media profiles of potential employees

I got a chance to discuss this issue with a leading international recruiter.Following are his thoughts on the subject.

It takes talent to find talents…

“I think what is more important to realize is how it can be used to review a potential candidate and gain insight into the person, their personality/style and potential as a candidate.” Victor Asanbe

This involves the following:

1. Review of Contact Lists: A review of their (candidate’s) contact list is it made up of peers, professionally relevant people, contacts that show an ability to grow a network throughout organizations, the industry, complementary fields etc at different levels. This is often a core competency required for many positions now, and using blogs to do just that, is an indication that a candidate can execute that effectively in a new role/company. An indication that someone is not building a professional network is disparate titles, industries etc, this could just be a social activity for them.

2. Review of involvement and contribution to groups – Involvement & contribution in groups; assess the relevance and contribution frequency. Often this is an indication of two areas – networking ability but also how readily they are likely to contribute to business areas outside their own within a team environment, do they contribute for the general good, or have a level of awareness that would translate into organizational awareness etc. This also helps a recruiter gain insight into management styles, knowledge and expertise – which is never a bad thing, it helps a great deal when it comes to considering a candidate and a match to the culture of a company

3. References – a review of references to see how they (candidate) fit with the roles. Do they come from clients (and these can be internal clients as well as external) – a third party client reference is of value – and perhaps a conversation that can be extended to gain even further understanding of the person concerned. For leadership roles, it’s also interesting to see references from team members that express what it was like to be part of the team lead by the individual. Of course, direct supervisor or references from “the boss” also fit nicely into this review. Colleague/peer references are easier to get and not as indicative to performance of the person.

4.Profile: Lastly, generally how are they using their profile to communicate who they are, their roles and areas of interest – the underlying structure – it used to be that we looked at a messy resume and assumed, messy person, now, we look at the on line profiles and do the same.

” I am not saying that every recruiter uses social media like this but what I can say is that I do, and although I don’t make all of my decisions on someone from this, these areas are all part of the process of assessing a potential candidate. I can also speak from experience in terms of being a recruiter, I know I certainly increased the number of contacts I had from people when I work, when I followed this sort of thought process myself.” Victor Asanbe

A little about the author:

Victor Asanbe: A leading International recruiter.  Based in London, he is handling recruitment in United Kingdom & EMEA (including Abu Dhabi). He specifically manages and recruits into the IT, Telecoms, Media, Research, MoD, Hedge fund, Sales and Marketing industries across UK & EMEA.