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What About the People?Training the Next Generation of Research ProsLisa Courtade
Evolution is not a New Concept
Why a Sea Change Now?
The Gap is Increasingly Widening
The Perfect Storm
Who is the Researcher of the Future?
Where is the Talent?
So, is this the end?
Signs of Light
Attracting the Right Talent
The Next Chapter in Our Evolution
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What About the People? Training the Next Generation of Research Pros by Lisa Courtade of Merck & Co., Inc. - Presented at the Insight Innovation eXchange North America 2013

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There is general appreciation across the profession that the researcher of the future looks very different than he does today. Practitioners, futurists, and commentators alike share a vision of the researcher as a business consultant, a strategist, a data integrator and synthesizer, and of course, a social/digital media maven. Industry prophets foretell of decreasing influence, irrelevance, and even extinction of the profession if transformation is not achieved. In striking contrast to the preponderance of discussion regarding what is needed in this evolved researcher, is the lack of guidance around exactly how practitioners of the profession of marketing research are going get from point A, to that not so distant point Z.

As budgets and headcount are reduced on the client side and supplier side agencies are squeezed for revenue and ever shrinking margins, training and development opportunities are increasingly limited. Complicating this picture, in a constrained economic environment where employer sponsorship is dwindling and individuals are making their own financial trade-offs, associations and academic institutions compete for a decreasing pool of prospects who are dissatisfied with the status-quo and demand access to emerging techniques and skills.

Perhaps the criticism that the profession itself, and the institutions that serve it, are too slow to adapt to the needs of the future are well founded. Perhaps not. Let’s begin the conversation about how we collectively solve this dilemma and ensure that marketing researchers lead the way into the future, rather than becoming an artifact of a past world.

Published in: Business, Education
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What About the People? Training the Next Generation of Research Pros by Lisa Courtade of Merck & Co., Inc. - Presented at the Insight Innovation eXchange North America 2013

  1. 1. What About the People?Training the Next Generation of Research ProsLisa Courtade
  2. 2. Evolution is not a New Concept
  3. 3. Why a Sea Change Now?
  4. 4. The Gap is Increasingly Widening
  5. 5. The Perfect Storm
  6. 6. Who is the Researcher of the Future?
  7. 7. Where is the Talent?
  8. 8. So, is this the end?
  9. 9. Signs of Light
  10. 10. Attracting the Right Talent
  11. 11. The Next Chapter in Our Evolution

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