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Breaking the Career Bubble Today’S Mr Jobs Are Expanding Traditional Roles

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Breaking the Career Bubble Today’S Mr Jobs Are Expanding Traditional Roles SPECIAL SECTION // Faces of Research For marketing research and insights professionals BREAKING THE CAREER BUBBLE TODAY’S MR JOBS ARE EXPANDING TRADITIONAL ROLES PLUS Indianapolis Museum of Art works to grow its audience Critical thinking for researchers Five behaviors to help MR evolve ADVERTISING SECTION Quirk’s Marketing Research Review August 2017 15 Top Hispanic Volume XXXI Number 8 Research Companies www.quirks.com Quirk’s Marketing Research Review CONTENTS August 2017 • Vol. XXXI No. 8 SPECIAL SECTION // Faces of Research DEPARTMENTS 6 Click With Quirk's page 8 In Case You Missed It... 50 11 Ask the Expert For marketing research and insights professionals 12 Survey Monitor page 18 Product and Service Update 26 50 Faces of Marketing Research page 58 15 Top Hispanic BREAKING THE CAREER BUBBLE 30 Research Companies TODAY’S MR JOBS ARE EXPANDING TRADITIONAL ROLES 64 Names of Note PLUS Indianapolis Museum of Art page works to grow its audience 68 Research Industry News Critical thinking for researchers 38 Five behaviors to help MR evolve 71 Calendar of Events page 73 Index of Advertisers 34 74 Before You Go… page Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 Quirk’s Marketing Research Review ADVERTISING SECTION 58 651-379-6200 | www.quirks.com August 2017 15 Top Hispanic Volume XXXI Number 8 Research Companies www.quirks.com Publisher • Steve Quirk [email protected] | x202 Editor • Joseph Rydholm ON THE COVER [email protected] | x204 Digital Content Editor • Emily Koenig 26 Breaking the career bubble [email protected] | x210 Today’s MR jobs are expanding Circulation Manager • Ralene Miller traditional roles 38 Don’t jump to conclusions [email protected] | x201 By Kathryn Korostoff Critical thinking for marketing Production Manager • James Quirk researchers [email protected] | x206 By Terry Grapentine Directory Sales • Ilana Benusa CASE STUDY [email protected] | x213 44 Doing the coolhunters one better V.P. Sales • Evan Tweed 30 Moving beyond the functional A case study in sales forecasting [email protected] | x205 How an art museum used the By George Terhanian, Matt Powell Sales • Lance Streff business concept of “jobs to and Jia Guo [email protected] | x211 be done” to segment and expand its audience. By Ron Halverson and Mindy Cultra COLUMNS ••• moving? make sure Quirk’s comes with you! 10 Trade Talk Send change of address information Keeping up with the changes to [email protected] TECHNIQUES By Joseph Rydholm 34 Living up to the name 22 Data Use Download the Quirk’s iPad, iPhone or Android app to view this issue. From ’marketing researcher’ to How to determine sample size ‘insights professional’ in conjoint studies An interactive downloadable PDF of By Carol Shea By Rajan Sambandam this magazine is available at www. quirks.com/pdf/201708_quirks.pdf. Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review // August 2017 www.quirks.com Research Methods JANUARY THROUGH DECEMBER 2017 RM01 | Practical Marketing Research $2,695 New York Jan 24-26 Chicago Mar 6-8 San Diego April 25-27 Detroit June 6-8 New York July 24-26 Cincinnati Sep 12-14 Atlanta Oct 17-19 San Jose Dec 4-6 RM03 | Designing Effective a division of Burke, Inc. Questionnaires: A Step by Step Workshop $2,695 New York Jan 31-Feb 2 Leading the Way to Knowledge San Diego Apr 4-6 Indianapolis June 20-22 Burke Institute offers practical marketing research training using applied learning Chicago Sep 19-21 techniques. Become the marketing research expert in your organization. Philadelphia Nov 29-Dec 1 Research Applications Qualitative Data Analysis RA01 | Applying Research & Insights: Q01 | Focus Group Moderator DA02 | Tools & Techniques of Data Customer, Brand, Product $2,395 Training $3,195 Analysis $2,695 Chicago Mar 9-10 Cincinnati Feb 7-10 New York Feb 7-9 New York July 27-28 Cincinnati Mar 28-31 Cincinnati May 9-11 San Jose Dec 7-8 Cincinnati May 22-25 Chicago Nov 14-16 Cincinnati Aug 1-4 RA03 | Market Segmentation & Cincinnati Sep 26-29 Cincinnati Nov 14-17 Positioning Research $2,695 DA03 | Practical Multivariate Analysis $2,895 San Diego Jul 11-13 Q02 | Specialized Moderator Chicago Oct 24- 26 New York Feb 28-Mar 3 Skills for Qualitative Research Chicago May 16-19 Applications $3,195 San Diego Aug 22-25 RA04 | Designing and Managing Cincinnati Nov 6-9 Cincinnati Mar 14-17 Best-in-Class Customer Engagement Cincinnati June 13-16 Programs $2,695 Cincinnati Oct 10-13 Chicago Apr 4-6 Cincinnati Oct 24-26 Q03 | Next Generation Qualitative Tools: Social Media, Online * Please note that all of these courses can be customized to create on-site RA06 | Neuroscience Toolkit for Communities, Virtual Research programs for your organization. Business Decisions $2,395 Platforms $2,395 Chicago July 19-20 Chicago Oct 3-4 Philadelphia Nov 8-9 TO REGISTER: BurkeInstitute.com | 800-543-8635 © 2017 Burke Incorporated. All rights reserved. E-mail: [email protected] ON-SITE CUSTOMIZED Please check our web site or contact us Communication about the following: PROGRAMS: Certificate Programs C01 | Writing & Presenting All public seminars are available for in-company On-site customized seminars Marketing Research Reports: presentations. Our staff will work with you to Pass Programs (with 3, 6, & 12 month create the ideal program that best meets the options) Insights, Storytelling, Data needs of your organization. We customize seminar content, length and workshops to focus on the Combination/team fee discounts Visualization $2,695 topics and issues most relevant to you and your Recommended seminar combinations: Chicago May 9-11 team. Our on-site, company specific programs also RM01 & RA01, Q01 & Q02, DA02 & DA03 Atlanta June 27-29 offer significant price savings compared to public program offerings. Las Vegas Aug 29-31 Dates and locations for programs subject to change. Cincinnati Oct 31-Nov 2 To learn more about our on-site customized Please check www.BurkeInstitute.com for the most programs, please call 800.543.8635. up-to-date information. ••• online, e-newsletter CLICK WITH and blog highlights // Noted Posts ••• the 2018 quirk’s events QuirksBlog.com Pre-register now for the Study looks at hiring environment for creative 2018 Quirk’s Events professionals oin Quirk’s on goo.gl/oXtfmf January 30-31, J Best in show at the 2017 2018, in Irvine, Quirk’s Events Calif., or on goo.gl/f1wVQ4 February 27-28, in Brooklyn, N.Y., for Event spotlight: The Insight The Quirk’s Event. Show The conferences goo.gl/Lnqwsq set the stage for meetings with new friends and old, while packed ses- ResearchIndustryVoices.com sion schedules offer research and insights professionals a host of new ideas. The packaging is groundbreaking Quirk’s is dedicated to promoting the understanding, use and value of mar- – but is it recyclable? keting research and consumer insights across all industries by hosting low-cost, goo.gl/mGsQxa inclusive events. Last year more than 2,100 people attended the events. We know these are gath- With the focus on storytelling, erings you won’t want to miss! Pre-register at www.thequirksevent.com to receive are we forgetting about the registration priority. data? goo.gl/voXQJy Explosion of health data challenges health care marketers and researchers goo.gl/PLeX5Z // E-newsworthy ResearchCareersBlog.com How did you get into the 5 networking strategies for young professionals marketing research industry? goo.gl/57sTfF quirks.com/articles/2017/20170626-3.aspx Hey pessimists! Change your Using MR automation to keep outlook and become a stronger up with the speed of business leader goo.gl/aEKARY quirks.com/articles/2017/20170626-2.aspx Sharing the big picture Coffee break: Two corporate researchers chat about to foster a positive work handling their fi rst MR project environment quirks.com/articles/2017/20170626-1.aspx goo.gl/tTKwrG 6 Quirk’s Marketing Research Review // August 2017 www.quirks.com In Case You Missed It news and notes on marketing and research ••• non-profi ts research Looking for the donation sweet spot harities and nonprofits can increase engagement and revenue by setting Csuggested donation levels that are appropriate for their donor lists, accord- ••• employment research ing to research by the University at Buffalo School of Management. As reported by the University at Buffalo’s Matthew Workers split Biddle and published in the Journal of Marketing Research, the research on benefi ts of found that setting a low sug- gested amount increased the automation total number of donations. survey by the American Staffing Conversely, setting a high AAssociation, Alexandria, Va., con- default amount increased ducted online by Harris Poll, shows that the average amount nearly equal percentages of respondents donors gave but resulted say that automation (e.g., robots or in fewer contributions artificial intelligence) will be a good or overall. a bad thing for the future workforce. “About three-quarters Thirty-four percent of Americans say of charities do not use automation will be a positive develop- suggested amounts in ment for the workforce in the next 10 their online solicitations years or more, compared to 31 percent and those that do, tend to set who say it will be negative. Thirty-five low amounts, often out of fear percent are neutral on the matter or of backlash from their supporters,” don’t know. Eighty-three percent of said Indranil Goswami, assistant profes- Americans think that increased automa- sor of marketing in the UB School of Management, in Biddle’s article. “However, tion will revolutionize work and 82 per- our research shows high default amounts do not negatively impact donors’ behav- cent say this transformation is inevitable. ior or attitudes toward the charity or giving in general.” A majority of respondents think In a series of studies – including a university fundraising campaign sent to that automation will fundamentally 7,800 past donors and a hypothetical online drive with nearly 3,500 participants change the quantity (79 percent) and – the researchers found a low suggested amount brought in more donors, regard- types (68 percent) of jobs available less of the charity and the donors’ age, gender or mood.
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