Market Research Opportunities For Sociological Practitioners Presented to the Sociological Practice Association Meetings 2004 Roger A. Straus, Ph.D.

We Are The Over-Educated and Under-Qualified It would be nice to be an academic, or to have been an academic but… We live in a society where putting together “sociologist” and “useful” is generally considered an oxymoron Many graduate and find a place in the work world, essentially despite being sociologists Still no “job wanted” (or even executive recruiter) positions asking for a good sociologist Let me tell you about a large and viable industry for which our perspective and our methodological competencies are an excellent fit…

It would be nice to be an academic, or to have been an academic but…

We live in a society where putting together “sociologist” and “useful” is generally considered an oxymoron

Many graduate and find a place in the work world, essentially despite being sociologists

Still no “job wanted” (or even executive recruiter) positions asking for a good sociologist

Let me tell you about a large and viable industry for which our perspective and our methodological competencies are an excellent fit…

Developing Market Intelligence: Market/Marketing Research ROI/MAXIMIZE THE BUSINESS SECONDARY DATA The Purpose Of Market Intelligence Is To Help Marketers Make The Smartest Business Decisions Possible MARKET RESEARCH (Descriptive) MARKETING RESEARCH (Strategic)

Different Methodologies Enable You To Understand Different Parts Of The Puzzle Qualitative (e.g., intensive interviews, groups, naturalistic analysis) Understanding/insight/discovery “ Hows” and “Whys” Big Picture/Getting the “lay of the land” Specialized methods using feedback to optimize strategies, tactics, etc. Quantitative (e.g., surveys, inferential and descriptive statistical analysis, advanced analytics) Modeling/forecasting market behavior Testing hypotheses about market drivers, behaviors Measuring and sizing “whats,” including market segments What people are likely to do vs. what they say they will do Generalizable findings you can count on, literally There is a need and a place for both

Qualitative (e.g., intensive interviews, groups, naturalistic analysis)

Understanding/insight/discovery

“ Hows” and “Whys”

Big Picture/Getting the “lay of the land”

Specialized methods using feedback to optimize strategies, tactics, etc.

Quantitative (e.g., surveys, inferential and descriptive statistical analysis, advanced analytics)

Modeling/forecasting market behavior

Testing hypotheses about market drivers, behaviors

Measuring and sizing “whats,” including market segments

What people are likely to do vs. what they say they will do

Generalizable findings you can count on, literally

There is a need and a place for both

Applying “Marketing Science” Is An Art Systematic analysis of intelligence needs/priorities at each stage of product life cycle Identifying, sequencing research steps to address those needs, and wants. Fit them into the realities of time and resources What studies, when? What methodologies? Designing, executing and analyzing the research Turning “findings” into meaningful learnings and actionable recommendations “ So what?” What to do about it? How to optimize next steps within the realities of resources and marketplace?

Systematic analysis of intelligence needs/priorities at each stage of product life cycle

Identifying, sequencing research steps to address those needs, and wants.

Fit them into the realities of time and resources

What studies, when?

What methodologies?

Designing, executing and analyzing the research

Turning “findings” into meaningful learnings and actionable recommendations

“ So what?”

What to do about it?

How to optimize next steps within the realities of resources and marketplace?

Primary Vs. Secondary Research, Custom Vs. Syndicated Primary research involves customers, decision makers, influencers… Secondary research captures, integrates and reports data “ Point of Sale” -- UPC data through pharmacy data Other –e.g., MDs key prescriptions into PDAs Some do comprehensive market analyses “ Custom” means that you go out and collect/analyze data for a specific project and customer Different levels, from “off the shelf” through complex ad hoc designs “ Syndicated” means you provide reports to a group of clients, who typically share the cost (so that the Nth buy in is sheer profit)

Primary research involves customers, decision makers, influencers…

Secondary research captures, integrates and reports data

“ Point of Sale” -- UPC data through pharmacy data

Other –e.g., MDs key prescriptions into PDAs

Some do comprehensive market analyses

“ Custom” means that you go out and collect/analyze data for a specific project and customer

Different levels, from “off the shelf” through complex ad hoc designs

“ Syndicated” means you provide reports to a group of clients, who typically share the cost (so that the Nth buy in is sheer profit)

Two Sides Of Market/Marketing Research “ In House” Most firms do little or no primary research, purchase secondary data Researchers develop research programs, get them funded, manage and integrate the research, report to internal clients, etc. “ Supplier” side Large, global firms to boutiques and independents Independent consultants now under pressure from bean-counters and vendor contracts

“ In House”

Most firms do little or no primary research, purchase secondary data

Researchers develop research programs, get them funded, manage and integrate the research, report to internal clients, etc.

“ Supplier” side

Large, global firms to boutiques and independents

Independent consultants now under pressure from bean-counters and vendor contracts

Qualitative Methods Are HUGE Some specialize in qualitative methods Organizations exist, such as QRCA Application goes back to Robert Merton and the Columbia School (“The Focused Interview”) Essentially the same as what is taught in sociology programs, with some additions IDIs (Intensive depth interviewing) TDIs (Telephone depth interviewing) GDIs (Group Depth Interviews) or “Focus Groups” Ethnographic & Participant Observation projects Excellence exists, but analysis tends to be more informal than we are taught (sociologists are ahead of the curve) Sometimes reports are mostly verbatims A lot of “analyticus interruptus”

Some specialize in qualitative methods

Organizations exist, such as QRCA

Application goes back to Robert Merton and the Columbia School (“The Focused Interview”)

Essentially the same as what is taught in sociology programs, with some additions

IDIs (Intensive depth interviewing)

TDIs (Telephone depth interviewing)

GDIs (Group Depth Interviews) or “Focus Groups”

Ethnographic & Participant Observation projects

Excellence exists, but analysis tends to be more informal than we are taught (sociologists are ahead of the curve)

Sometimes reports are mostly verbatims

A lot of “analyticus interruptus”

Quantitative Is Perhaps Even Huger Survey researchers’ paradise Projects can run into the millions of dollars Data collection ranges from in-person, CATI/phone, to web and specialized input devices from phone keypads to hand-held units One-off and tracking studies Analysis and methodology runs the gamut Classical univariate Lots and lots of cross tabs Advanced Analytics Regressions Trade-offs (conjoint, choice, hybrid) Modeling/simulation Rasch models Almost anything in AJS is used by somebody somewhere

Survey researchers’ paradise

Projects can run into the millions of dollars

Data collection ranges from in-person, CATI/phone, to web and specialized input devices from phone keypads to hand-held units

One-off and tracking studies

Analysis and methodology runs the gamut

Classical univariate

Lots and lots of cross tabs

Advanced Analytics

Regressions

Trade-offs (conjoint, choice, hybrid)

Modeling/simulation

Rasch models

Almost anything in AJS is used by somebody somewhere

Examples Of Methodologies Qualitative New Product Opportunity Knowledge/Attitudes/Practices Franchise Protection Portfolio Management Brand Personality Product Positioning Message Development Creative Concept Development Detail Aid Evaluation and Testing Name, Trademark and Logo Testing Competitor Assessment War Gaming Quantitative Choice Models Market Segmentation Market Landscape Techniques Positioning Pricing TURF Product Tracking A&U/ATU/AAU Research New Product Forecasting Customer Loyalty and Satisfaction

Qualitative

New Product Opportunity

Knowledge/Attitudes/Practices

Franchise Protection

Portfolio Management

Brand Personality

Product Positioning

Message Development

Creative Concept Development

Detail Aid Evaluation and Testing

Name, Trademark and Logo Testing

Competitor Assessment

War Gaming

Quantitative

Choice Models

Market Segmentation

Market Landscape Techniques

Positioning

Pricing

TURF

Product Tracking

A&U/ATU/AAU Research

New Product Forecasting

Customer Loyalty and Satisfaction

A Key Difference From Academic Research Is PRAGMATISM Unlike academic research There is a specific set of business issues to be resolved You need to get to the point Many will not care about anything except direct answers to their questions Focus on the central tendency and throw out interesting stuff like anomalies Do it in the client’s language, within their universe of discourse, at their level Tell the client “so what” Need to engage in a lot of client/audience management And DO IT FAST (nasty deadlines are the rule) Almost nobody pays you to think about something or to explore all sides of an issue, they want timely answers to marketing questions, actionable recommendations But they will pay for it… Sorry folks, but that’s how it is

Unlike academic research

There is a specific set of business issues to be resolved

You need to get to the point

Many will not care about anything except direct answers to their questions

Focus on the central tendency and throw out interesting stuff like anomalies

Do it in the client’s language, within their universe of discourse, at their level

Tell the client “so what”

Need to engage in a lot of client/audience management

And DO IT FAST (nasty deadlines are the rule)

Almost nobody pays you to think about something or to explore all sides of an issue, they want timely answers to marketing questions, actionable recommendations

But they will pay for it…

Sorry folks, but that’s how it is

It Can Be Stimulating, Financially Rewarding, A Lot Of Fun, But Also High Pressure, High Stress

GfK V2 LLC 2 What’s In It For Us?

So Where Can A Sociologist Fit In? We are usually trained to be thinkers, not doers (it is a doctorate in philosophy after all…) We may have invented the underlying methodologies but the others guys have gotten in there and dominate the field Psychologists, now MBAs, even some anthropologists 3 out of 43 researchers in my company are sociologists BUT who is better trained in Figuring out how (social) things work? Naturalistic field research/qualitative analysis? Survey research/advanced analytics?

We are usually trained to be thinkers, not doers (it is a doctorate in philosophy after all…)

We may have invented the underlying methodologies but the others guys have gotten in there and dominate the field

Psychologists, now MBAs, even some anthropologists

3 out of 43 researchers in my company are sociologists

BUT who is better trained in

Figuring out how (social) things work?

Naturalistic field research/qualitative analysis?

Survey research/advanced analytics?

It Would Be Great If This Were Part of Our Curricula How to apply concept and method to real world situations How to adopt methods to answering concrete questions Understanding the business world and specific business worlds How to get along with business types and other “normals” How to operate within and to deal with business organizations How to translate high-falutin’ sociologese into plain talk Understanding how to adapt our “pure” methodologies into applied actions How to translate findings into learnings and actionable recommendations How to do research in business and other applied settings How to deal with time and resource constraints Understanding how to find and keep a professional job ETC…

How to apply concept and method to real world situations

How to adopt methods to answering concrete questions

Understanding the business world and specific business worlds

How to get along with business types and other “normals”

How to operate within and to deal with business organizations

How to translate high-falutin’ sociologese into plain talk

Understanding how to adapt our “pure” methodologies into applied actions

How to translate findings into learnings and actionable recommendations

How to do research in business and other applied settings

How to deal with time and resource constraints

Understanding how to find and keep a professional job

ETC…

It’s Not, So We Have To Fake It Bring back the co-op! (Thank you Arthur Morgan) Inventory your skills and proclivities What are you willing to do? True leftist, pure clinical? Seek elsewhere. 9-5er? Ditto. How much travel, worktime are you willing to live with? Qual, quant or hybrid? Qualitative tends to require more travel, shorter time frames Qualitative tends to be more detail intensive, requires more specific skills How entrepeneurial are you/can you stand to be? What markets/categories interest you (or do you know a lot about)? What relevant experience and accomplishments do you have? Develop a resume that says “I am (or can be) applied” Leave the ideology at home, in your heart or head

Bring back the co-op! (Thank you Arthur Morgan)

Inventory your skills and proclivities

What are you willing to do?

True leftist, pure clinical? Seek elsewhere.

9-5er? Ditto.

How much travel, worktime are you willing to live with?

Qual, quant or hybrid?

Qualitative tends to require more travel, shorter time frames

Qualitative tends to be more detail intensive, requires more specific skills

How entrepeneurial are you/can you stand to be?

What markets/categories interest you (or do you know a lot about)?

What relevant experience and accomplishments do you have?

Develop a resume that says “I am (or can be) applied”

Leave the ideology at home, in your heart or head

ACT! “ The Way To Be Changed Is Act Changed” (Moi) Network, search – all the usual job-hunting stuff Include on-line (Monster.com, etc.) Check the ASA Employment Bulletin Consider informational interviews Look at CASRO and industry listings for possibilities Quantitative experts/stats guys have an upper hand High demand Few have the skills Need less market specific than methodological Qualitative types also wanted More likely on supplier side Check Quirks, etc. Possibly go to local QRCA meetings

“ The Way To Be Changed Is Act Changed” (Moi)

Network, search – all the usual job-hunting stuff

Include on-line (Monster.com, etc.)

Check the ASA Employment Bulletin

Consider informational interviews

Look at CASRO and industry listings for possibilities

Quantitative experts/stats guys have an upper hand

High demand

Few have the skills

Need less market specific than methodological

Qualitative types also wanted

More likely on supplier side

Check Quirks, etc.

Possibly go to local QRCA meetings

A Few Hints For Avoiding Potholes Be prepared to start near the bottom and work your way up Having not done precisely that before is always an impediment But there is upward mobility We tend to be quick learners, quick studies Be real Match yourself to your environment Beware of” Aggressive not necessarily bad if it is clear you are willing to play within the system Remember you’re not in college any more Results, getting the work done on time, on spec, competence, communication and form (e.g., spelling, following models) count Getting along also counts, very very very highly No brownie points for being smart Avoid getting branded “too smart” or “academic” (unless you are a real quantitative expert) Don’t forget to live your life A lot of companies will eat you alive, colonize your mind, monopolize your time…. Workaholism is rarely discouraged—but don’t burn yourself out, wreck your relationships, etc. Have fun… or don’t. (See if I care, or anyone else does!)

Be prepared to start near the bottom and work your way up

Having not done precisely that before is always an impediment

But there is upward mobility

We tend to be quick learners, quick studies

Be real

Match yourself to your environment

Beware of” Aggressive not necessarily bad if it is clear you are willing to play within the system

Remember you’re not in college any more

Results, getting the work done on time, on spec, competence, communication and form (e.g., spelling, following models) count

Getting along also counts, very very very highly

No brownie points for being smart

Avoid getting branded “too smart” or “academic” (unless you are a real quantitative expert)

Don’t forget to live your life

A lot of companies will eat you alive, colonize your mind, monopolize your time….

Workaholism is rarely discouraged—but don’t burn yourself out, wreck your relationships, etc.

Have fun… or don’t. (See if I care, or anyone else does!)