market-research

market-research - LearnEnglish Professionals MARKET...

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Unformatted text preview: LearnEnglish Professionals MARKET RESEARCH AUDIOSCRIPT Listen to a market research consultant being interviewed about her job. Optional exercise (The answers are at the bottom of the page). Put the process that the consultant goes through with a new client into the correct order. a. I hav e to go back to the original proposal and analyse the results to see what corresponds with their objectives and to see if I can find anything they may not have thought of. b. I then design a questionnaire. c. I then speak to the data processing department about what the end tables should look like. d. Once the final tables are ready I have to check them and organise a presentation. e. Once the interviewers hav e been briefed, I send the client a schedule and then they get back to me with deadlines. f. Together we decide on the methodology and the objectives of the research. Interviewer: How long hav e you been a Market Research Consultant? Consultant: W ell, I started straight after finishing university in 1997. Interviewer: Did you study market research? Consultant: Yeah, and it really helped me to get into the industry but I have to say that it’s more important to get experience in diff erent types of market research to find out exactly what you’re interested in. Interviewer: So what are you interested in? Consultant: W ell, at the moment I specialise in quantitative advertising research which means that I do two types of projects. Trackers, which are ongoing projects that look at trends or customer satisf action over a long period of time. I then hav e to analyse the shif ts in trends. The only problem with trackers is that it is v ery admin intensive and so takes up a lot of your time, but erm you do build up a good relationship with the client. I also do a couple of ad­hoc jobs which are much shorter projects. Interviewer: W hat exactly do you mean by ad­hoc jobs? Consultant: It’s basically when companies need quick answers to their questions about their consumers’ habits. They just ask f or one questionnaire to be sent out f or example so the time you spend on an ad­hoc project tends to be f airly short. Interviewer: W hich do you pref er, trackers or ad­hoc? Consultant: I like doing both and in f act I need to do both at the same time to keep me sane. I need the variety. Interviewer: So on a daily basis how much contact do you hav e with your clients? Consultant: A lot, although it does depend on how live a project is? Interviewer: W hat do you mean by ‘live’? Consultant: Some clients want a lot of data and so could be on the phone ev ery other day wanting up­dates and new questionnaires. Interviewer: Ok, so how exactly do you get the data they need? www.br itishc ouncil.or g/pr of essionals.htm © The British Council, 2007 The United Kingdom’s in ternational orga nisation for educational opportunities and cu ltural relations. W e are registered in England as a charity. LearnEnglish Professionals MARKET RESEARCH AUDIOSCRIPT Consultant: W ell I’m in charge of designing the questionnaires, whether they be f or the field department, which organises people to speak to people in the street, or the phones…, or we now do a lot of on­line questionnaires. Anyway, I then liase with the operations department who book and brief interviewers about what they hav e to do. Interviewer: Can you just explain what process you go through with a new client? Consultant: Right, well erm together we decide on the methodology and the objectives of the research. I then design a questionnaire. Once the interviewers hav e been brief ed, I send the client a schedule and then they get back to me with deadlines. I then speak to the data processing department about what the end tables should look like. Often the client will contact me f or a ‘Topline’, which is a sample of the results af ter say three days of research. Once the final tables are ready I hav e to check them and organise a presentation. I hav e to go back to the original proposal and analyse the results to see what corresponds with their objectives and erm to see if I can f ind anything they may not have thought of. Interviewer: Finally, what do you like and dislike about your job? Consultant: As I said, variety is important and as f or what I don’t like, it has to be the table checking! Answer s: 1 f, 2 b, 3 e, 4 c, 5 d, 6 a www.br itishc ouncil.or g/pr of essionals.htm © The British Council, 2007 The United Kingdom’s in ternational orga nisation for educational opportunities and cu ltural relations. W e are registered in England as a charity. ...
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