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A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
A	Rising	Data	Tide	Li/s	All	Research	Boats	
Kathryn	Korostoff,	Research	Rockstar	LLC	
Opportunities &
Challenges in MR
	
	
...
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A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 1 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 2 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 3 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 4 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 5 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 6 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 7 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 8 A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals Slide 9
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Big data, small data. Quant, qual. Structured, unstructured. Self-reported, observed. And on and on. Data is collected and analyzed in many ways these days. It’s exciting, but how can one person be an expert in all of it? The short answer: you can’t. There are too many potential areas of specialization. But you can make some informed choices about how to plan your career in an increasingly data-fluent world. In this session, Kathryn will present research on job title and skill trends, and offer her recommendations for what they mean for specific market research and customer insights career opportunities. Is it time to refresh your career path vision?

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A Rising Data Tide Lifts All Research Boats: New Career Path Options for Market Research & Customer Insights Professionals

  1. 1. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR A Rising Data Tide Li/s All Research Boats: New Career Path Op=ons for Market Research & Customer Insights Professionals Kathryn Korostoff Research Rockstar LLC
  2. 2. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR The Rising Data Tide •  $203 billion: IDC’s predic=on for 2020 Big Data & Analy=cs spending •  21,000: Number of job pos=ngs on Indeed as of February 2017 that require “big data” skills (compare to 2,000 for “marke=ng research” and 3,900 “SPSS”) •  90: Percent of large organiza=ons Gartner says will have a Chief Data Officer by 2019
  3. 3. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR The Advisor Opportunity •  Being the data agnos<c advisor (generalist) •  Leveraging many skills you already have –  For example, your exis<ng project management, data analysis and synthesis skills •  Perhaps adding a few new ones –  It’s hard to claim the generalist role if 95% of your work has been with survey research (for example) •  The generalist is a poten<ally exci<ng opportunity—true client partnership poten<al. If your passion is for working with clients long-term, being their unbiased data advisor is an op<on
  4. 4. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR How many market research and insights-related job =tles can you think of?
  5. 5. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR The Specialist Opportunity •  Being the power specialist •  Lots of opportuni<es for specialists (perhaps even more so than for generalists) •  Skill/knowledge requirement: embrace a specialty! CX specialist Ethnographer B2B Researcher Customer needs specialist Marke<ng scien<st Power R User Shopper insights analyst UX specialist Survey researcher Pricing research specialist Online community specialist Any many more!
  6. 6. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR Considering Data Op=ons •  Know your op<ons •  Be data-agnos=c –  Versus defaul<ng to a (sub- op<mal) solu<on –  Most business and marke<ng outcome-centric goals can be well-served by various op<ons. Meet Albert. Albert does a lot of projects related to product concept tes<ng. Every new project that comes his way, looks like a focus group project to him. His narrow view is star<ng to disappoint his clients, who are hearing about other product concept tes<ng op<ons from other advisors.
  7. 7. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR Would you rather be the Data Agnos=c Advisor or the Specialist?
  8. 8. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR Thank You!
  9. 9. A Rising Data Tide Li/s All Research Boats Kathryn Korostoff, Research Rockstar LLC Opportunities & Challenges in MR Q & A Ray Poynter The Future Place Kathryn Korostoff Research Rockstar LLC
  • cunniet1

    Jun. 21, 2017

Big data, small data. Quant, qual. Structured, unstructured. Self-reported, observed. And on and on. Data is collected and analyzed in many ways these days. It’s exciting, but how can one person be an expert in all of it? The short answer: you can’t. There are too many potential areas of specialization. But you can make some informed choices about how to plan your career in an increasingly data-fluent world. In this session, Kathryn will present research on job title and skill trends, and offer her recommendations for what they mean for specific market research and customer insights career opportunities. Is it time to refresh your career path vision?

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