Foundations of Success: Building

the Next Generation of Insights

Leaders

IIeX 2014

Charlotte Mason

University of Georgia

Nov. 14, 1938

Do you know this

man?

Nov. 14, 1938

• “…Henry Grady (“Buck”)

Weaver is chief promoter of

a new industrial concept.

He is head of the Customer

Research Staff of General

Motors.”

• “Only a handful of

companies indulge in market

research … and GM makes

the biggest splash, spending

something less than

$500,000 a year.”

Fast Forward to May 2014

UGA MMR “Founding Fathers”

To fill an unmet need, in 1979 the University of Georgia in cooperation with leading marketing research professionals created the first graduate degree program in Marketing Research.

Market Research is hot!

From the cover of Time to the #1

ranked business job

So why doesn’t anyone other

than us know this?

When I grow up I want to be…

Challenge #1

Low Awareness

Common Perceptions

Challenge #2

Poor Image

• The role of universities?

• How to attract and prepare talent?

• How to develop people to be

synthesizers?

WHERE TO LOOK?

Graduate Programs

• Focus

– Marketing vs. General Business

– Broad vs. Focused

– Analytical/Statistical Depth

• Structure

– Custom vs. Shared

– Full-time vs. Part-Time

– In residence vs. Online

– Cohort vs. Non-cohort

‘The Old Guard’ • UGA:

– MMR

• Wisconsin: – MBA in Marketing Research

• UT – Arlington: – MSMR

• Southern Illinois University – Edwardsville: – MMR

• Bentley: – MS in Marketing Analytics

• DePaul: – MS in Marketing Analysis

• Hofstra: – MS in Marketing Research

“New Comers”

• Michigan State:

– MMR (2011)

• Columbia: – MS in Marketing (2011)

• IE (Spain)

– Master in MR & Consumer Behavior (2012)

• Maryland

– MS in Business: Marketing Analytics (2013)

Plus

• University of Michigan

– MS/PhD in Survey Methodology

• University of Nebraska – Lincoln

– MS in Survey Research & Methodology

• University of Maryland

– MS in Survey Methodology

• Certificate programs

– Principles of Marketing Research (UGA)

– Principles of Pharmaceutical Marketing Research (UGA)

• Numerous Analytics programs

Statistics Marketing

Full-time Custom

Relative Positions

Part-time Shared

UGA

Analytics Programs

Wisconsin

Columbia

SIUE

UT

Mich. St.

Bentley DePaul

IE (Spain)

Maryland

DEVELOPING

TALENT &

‘SYNTHESIZERS’

What is Professional Intellect?

Self-Motivated Creativity (care-why)

Systems Understanding (know-why)

Advanced Skills (know-how)

Cognitive Knowledge (know-what)

Source: Managing Professional Intellect: Making the Most of the Best, HBR, 1996.

Preparation

•Business Fundamentals

•Marketing Strategy

•Consumer Behavior

•Advertising & Promotion Management

•Customer Relationship Strategy

Business Acumen &

Context

•Qualitative Research

• Statistics – Econometrics - Multivariate

• Survey Research

•Experimental Design

•Conjoint – Data Mining – Web Analytics

Tools & Techniques

•Consultative Skills

•Presentation Skills

•Writing Skills

•Critical Thinking

• Story Telling

Essential Skills

ATTRACTING

TALENT &

SELLING THE OPPORTUNITIES

• Would be MBAs

• New Graduates

– Business

– Social Sciences

– Math/Statistics

• Career Changers

– Scientists

– Clinical Psych

– Accountants

– …

• Entry-level Market Researchers

Spreading the Word

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Providing Insights

Provoking Transformation

Source: Stan Sthanunathan presentation, UGA, Nov. 2011

Selling the Opportunities