Understanding student perceptions of a career in the marketing research industry: Implications for positioning and engagement

Abstract

The performance of the marketing research industry is heavily dependent on its human resources. Consequently, attracting high quality employees and their retention in the industry is a critical success factor. University students, particularly those with business, marketing and psychology backgrounds, are an important source of future staff in the industry, especially for entry level positions. This study explores student perceptions of marketing research as a career option. General ‘top of mind’ descriptors of marketing research, factors influencing consideration of a marketing research career, and changing perceptions after provision of information regarding the industry and the role of a marketing researcher, are investigated. Many students demonstrate an overall lack of knowledge as to what marketing research comprises. Of those students with an impression, marketing research is perceived to be predominantly about data gathering (in particular surveys) and quantitative data analysis. Few participants in this study discussed the role of qualitative research or the uses of insights obtained from marketing research. There also was a focus on traditional marketing research agencies, and limited knowledge about in-house research or the growing number of roles in the ‘insight’ space. Consequently, another theme arising from this research was the negative stereotyping of the marketing research industry. Once provided with an accurate description of the industry, student views were more positive. However, students still questioned the relevance of their qualifications for a career in marketing research; this was particularly true of psychology graduates. The industry needs to reposition itself, stressing the conceptual and strategic side of marketing research, and the consultancy role of the marketing researcher. Improved online resources and internship opportunities for students are needed, and the whole industry must collaborate to establish and build stronger ties with academia.