AMMRP 2015 Talent Study Proposal Details

1. AMMRP Talent Study
Project Description:
This project a groundbreaking, first-of-its-kind study to evaluate
the professional experiences consumer or market research
practitioners of different races or ethnicities, gender, sexual
orientation or citizenship status. Are there differences expressed
in terms of compensation and/or benefits, promotion or
disciplinary action vs advancement or general career autonomy
and empowerment? Are there clear talent segments that can be
delineated to be used for targeted recruitment, messaging and
retention? What are the best channels to reach each segment,
such as conferences, placement firms or networking events?

2. AMMRP Talent Study
Objective:
To determine if there are any differences in the
professional experiences of marketing research
practitioners by race, gender, age or sexual
orientation and citizenship status, and to
determine key drivers to the decision to pursue
a new opportunity or remain with their current
employer.

3. AMMRP Talent Study
Key Questions
• Are there differences in compensation across segments? If so, what are possible
drivers of these differences?
• Are there differences in the practiced qualification definition or criteria or profile for
job candidates at any level (tenure, types of experiences such as client vs. supplier or
qual vs quant, education, management experience, etc.) by race, gender, age or
sexual orientation? In other words, are any groups given more latitude than others?
• Are there different priorities in evaluating job opportunities by race, gender, sexual
orientation? Are there any overarching barriers which if removed would change their
priorities and choices, such as citizenship status or family obligations?
• Are there any differences in performance review experiences and likelihood to
experience probationary periods, termination or conversely quick advancement?
• Are there differences in recruitment channel (such as online job boards vs placement
firms vs. networking methods) use and preference?

4. AMMRP Talent Study
Study Design
Phase I: LinkedIn Profile/ Resume Audit - $15,000
N=144 market research resumes/ profiles split into 4 groups
n=36 African American researchers, n=36 Hispanic researchers, n=36 White, non-Hispanic researchers,
n=36 Asian/ Indian researchers
All four groups will be balanced by gender, org type (client vs supplier side) and job levels
(associate/analyst, manager/senior manager, director/VP)
Learning objectives
- Average length of time in a position
- Number of positions over their career tenure
- Experience alignment with past and current job description
- Avg length of time to reach career milestones (i.e., project management, direct reports, leadership)

5. AMMRP Talent Study
Study Design
Phase II: Online Qualitative Groups & Individual Interviews - $40,000
15 Groups (Chicago, New York, Atlanta, Minneapolis, Los Angeles)
There will be at least three minority homogeneous groups with participants
from each key demo segment by race, gender or sexual orientation
2 groups of analyst/ associates, 2 groups of manager, senior manager, 2
groups of director or VP, 2 groups of freelancers
12 Individual Interviews (Various industries and other markets in Arkansas,
Florida, Ohio, Texas and northern California)
3 analysts/ associates, 3 manager/ senior managers, 3 director/ VPs, 3
freelancers

6. AMMRP Talent Study
Study Design
Phase III: Quantitative Study - $65,000
N=2,500 completes with at least n=100 of each
minority segment to be analyzed
(Modular mobile survey)

7. AMMRP Talent Study
Sponsorship Rewards
If you are at all interested in improving and empowering people to improve their work lives,
especially in the profession of market research, please consider sponsoring this research project as
it is well-aligned to these key values. The total estimated cost of this strategic talent management
study is $120,000. We plan to conduct it in early 2015 and offer the final report by 3Q2015. The
price of the final full report will be $1,999.
Below are the contribution amounts and the associated sponsor rewards.
Sponsorship Level Reward(s)
$25 Published donation acknowledgement in the report appendix and on the web
site
$50 Published donation acknowledgment and a token of gratitude
$100 Publish donation acknowledgement, token of gratitude and free admission to
report presentation event
$250 A free copy of the executive summary of the report and all of the above
rewards
$500 A 50% discount off of the full final report and all of the above rewards
$1,000 or more A free copy of the full report, static crosstab data tables and all of the above
mentioned rewards