August 12, 2009
Two Halves are Better than One...Over the years, I’ve interviewed numerous people applying for marketing research positions. Few passed my screening, but those who did continue to be the best in the business. All have a trait that I’ve always thought of as “the chip” – that unique ability to see beyond the numbers to the meaning. Given a set of questionnaires to analyze, those with “it” would look for relationships, for the psychology of the responses, for the underlying significance and importance hidden in the data.
While I could always spot and even test for the chip, I hadn’t really considered what was behind this phenomenon until I read an article by fellow independent marketing research consultant, Bonnie Eisenfeld, who describes the ideal market researcher as one who uses both sides of his/her brain. Ah-ha! That’s it!
As Eisenfeld notes (view online by entering article ID 20090808 at www.quirks.com/articles), brain theory says that the left brain is more logical, linear, inductive and analytical, while the right is more visual, intuitive, creative and imaginative. The market research profession requires both talents.
To gauge a potential hire’s abilities, Bonnie recommends looking for evidence based on education, ability and interests. For the left-brain side, look for quantitative and logical coursework (math, statistics, economics); for the right-brain side, search for literature, languages, visual arts and music.
What else makes a good analyst? My list would include:
- The ability to write in interesting, yet plain English, explaining data relationships clearly and concisely, and statistics in a way that doesn’t make the reader’s eyes glaze over.
- Curiosity. Those attracted to research are innately inquisitive. In a job interview, they (not unlike their journalist colleagues – see my August 5 post) will be the ones who end up asking the majority of the questions because they MUST get the answer.
- A strategic thinker (again a trait of the Write Stuff). To create reports that do more than sit on a shelf, the analyst must understand the business and the strategic implications of consumer preferences, unmet needs, and dissatisfactions.
- Courage and a high degree of ethics. Inevitably (and, most likely, sooner, rather than later), the analyst will have to communicate information that someone does not want senior management to hear. This is where the researcher’s code of ethics comes into play. Like doctors bound by the Hippocratic oath, researchers must value honesty and accuracy.
So, remember… If you’re looking for someone to help you understand what makes your customers, suppliers, employees, or partners tick, two halves are definitely better than one.
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