Much has been said in recent years, in industry publications and at various conferences and events across the globe, about recruiting new blood into market research. It’s a critical aspect for associations to consider when serving the industry, and the recent rise in university events and initiatives such as the Fringe Factory show that steps are being taken in the right direction.
Within the industry there’s also plenty of opportunities for established researchers, those leading projects, to boost their careers and make a name for themselves through industry publications and event speaking. But what about those at the start of their career? As Kristin Luck, President and CEO of Decipher, says “As an industry, promoting and nurturing new talent is paramount to our survival. We can’t evolve without fresh thinking and it’s important that we provide a platform for new ideas.”
With the focus on potential recruits and established members of the industry, it’s important we provide opportunities to those starting out in their fledgling career. That’s why, 6 years ago, ESOMAR started the Young Researcher Award. Angela Canin, Development Manager at ESOMAR and the award organiser believes the award helps both young researchers and market research as a whole, “This award was launched to give young researchers a platform that would provide our profession a means to engage and exult the achievements of the next generation of researchers. From ESOMAR’s perspective, the award brings young people into contact with the values that ESOMAR stands for and reinforces the ethics and professional standards that are at the core of market research”
Each year ESOMAR poses 3 topics, usually with a global, social or cultural angle. Entrants, all under 30, develop innovative research solutions to tackle the issue, and a winner is chosen by an international jury of specialists. The award carries a prize of €2,500 and 3 finalists have the opportunity to present their project at the ESOMAR Congress.
These young researchers are not on their own though. Each year ESOMAR brings together a group of ‘ambassadors’ to provide entrants with guidance, direction and act as a sounding board for questions. Over the years a number of top figures have volunteered to provide support, luminaries such as Omar Mahmoud, Jean Marc Leger, and Howard Moskowitz. This year is no different, with Kristin Luck, Cristina Paez, Pravin Shekar, Dave McCaughan, Usman Ehsan and Chris Wallbridge all offering their time, knowledge and support. The reasons these established researchers take time out of their schedule to support the award vary. Kristin Luck says, “I was fortunate to work with some of the industry’s best researchers in the early stages of my career and I’m excited to have the opportunity to pass what I’ve learned on to the next generation of young researchers.” whereas Dave McCaughan, Director of Truth Central Asia Pacific and Managing Director, McCann Worldgroup, told me, “Two things interest me. One is I just like finding out the way people think. Young and old, so when I get a chance I like to volunteer advice so that I get to understand the questions people have. I am also very worried by people new to the industry, any industry, falling for the common held POV. Too often young researchers get caught up with looking at things through the lens of what is politically correct, and that is a real danger”
It seems clear initiatives such as the Young Researcher Award provide value to the industry and to those involved as mentors, while allowing them to give something back to an industry they’re passionate about. But what about the entrants? Winner of the inaugural YRA 6 years ago, Annelies Verhaeghe now Managing Partner and Head of Research Innovation at InSites Consulting found her participation in the YRA beneficial at the start of her career, “It definitely was a big step within my career. To start with you learn a lot from the competition itself; it definitely helped me to prepare for future conference. I had also the chance to present my story on may other occasions like the ESOMAR health conference, client events and events from other organisations. Even today so many years after the event, I often have people referring to the award.” Danielle Todd, Senior Research Executive at TNS and finalist in last years award also found participation boosted her career, “I think it’s fair to say that participating in the ESOMAR Young Researcher of the Year competition completely reshaped my career as a researcher! Being fresh to market research, and presenting at ESOMAR when I had only joined the industry the year before, gave me great exposure to the industry’s best, provided opportunities for further conferences, papers and research projects and helped immerse me in the deep end of the diverse world of market research!”
Becoming a finalist also provides the opportunity to present at the one the industries flag ship events, the ESOMAR Congress. Often young researchers don’t get the opportunity to attend an event like Congress so the chance not only to go, but also present to the industry can be both a daunting but valuable experience. Danielle said, “Attending and presenting at Congress was like finding the golden ticket to Willy Wonka’s chocolate factory! The buzz and excitement around an ESOMAR event is electrifying, with plenty of seasoned ESOMARers in attendance as well as newbie ESOMARers all mixing together.”
The YRA provides a great opportunity for young researchers to do some interesting work, and make a name for themselves, it also provides the industry as a whole to engage with them.
So get involved! If you’re a young researcher take a look at the details today on the ESOMAR website, and if you’re a senior researcher encourage your young colleagues to enter. And, just in case you need it, we asked our past finalists and current mentors if they had any advice for those looking to take part.
- Do it! Taking part gives you a unique opportunity to stretch your thinking and abilities, create something original and impactful, and connect you with experts both in writing your research and presenting at ESOMAR. – Danielle Todd
- Throw away the box. Look for alternate solutions, from the grassroots. There is always a way and it’s your job to find out. And leverage the wider ESOMAR network to reach out, imbibe, research and present! – Pravin Shekar
- Make sure the study is as actionable as possible. Also be creative on the methodology you apply. Even without a big budget, you can do great things. For example, there are daily new social media tools that pop up, look into them and see how you can use them to engage with consumers. Surf on one of the big new trends like mobile, neuro or big data. It is the young generation that will determine the research landscape of the future; it is up to them to challenge the status quo. Finally, never, never, never give up. if you are not selected as a finalist this year, ask for some feedback and try again the year after! – Annelies Verhaeghe
- Be bold. Don’t be afraid to tackle topics or methods that are unfamiliar or uncomfortable. Seek inspiration outside of our industry. – Kristin Luck
- Think about the issues as real people would. Not as market researchers. Consider the issue you pick is reflected by the way people would see it and the outcomes they would want. – Dave McCaughan
