Working in Marketing Research Industry Dulu saya pikir kerja di marketing research itu membosankan, ngak cool, orangnya

pada botakbotak (Applicant, fresh graduate with IP 3.4) Ouch! Thats unfortunately the common perception of working in marketing research industry. And it is not the fault of the graduates to have such misconception. If we compare to our closest sister industries Advertising and PR, they seem to be more glamorous. When I was in the advertising industry, almost every other month, I would be spending time in different award nights. The industry has a strong association. And heck, they even have a show about working in the industry (Melrose Place, for example which you can guess how old I must be). I tried to check the definition of Marketing Research on the net from more authoritative sources. And what I found gave little wonders on why fresh grads think that working in the research industry would be dull. Try these for the definitions Marketing Research is a Scientific discovery methods applied to marketing decision making ( http://www.businessdictionary.com/definition/marketing-research.html) or Marketing research is The collection and analysis of information about consumers, market niches, and the effectiveness of marketing programs (http://www.investorwords.com/2985/market_research.html) Or check another definition which will be even longer than my article http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx

With a definition like that, who needs anything else to scare fresh grads away from considering marketing research industry. Fortunately, while those definitions were true to put the scope of coverage of marketing research industry compared to other industry, the actual career building itself is more rewarding and fun than the definitions. I fell in love with marketing research 18 years ago (now you definitely know how old I must be) and am still loving it! Working in research industry was always my first choice. I knew that I did not like being out there selling stuff because I was not gifted with charms and outward bubbly personality to be a successful salesperson, nor I was gifted with the patience to count other peoples money. I like thinking, solving problems and going beyond the obvious in search for the hidden meaning. Of course at that time I did not know a career as investigator like in the Da Vince Code cracking mysteries. Since marketing has been my passions, so marketing research was the obvious choice for me. When I started working in this industry, I was so fascinated with the exposures that I had with various marketing cases from cases about communication: why doesnt my ad work so well?, is it the right way to reach my audience, product aspects: how to make this biscuit that we just launched has better taste acceptance, to future technology: eye scan, biometric measurements, digital panel. Back then as a first jobbers, whenever I hang out with my friends from colleague, I was able to fascinate people on how well I knew about different marketing cases. Our satisfaction is not being under the spotlights for winning an award. But our greatest delight is actually influencing the course of marketing strategy quietly when our clients say great job! I have never thought about that. Very insightful for what I need to decide for my marketing. It is just like salt or yeast. Once used, you cannot see its entity, but you can certainly feel the effects. So if you have the passions to understand about consumers and society why they behave like they behave, or about branding and understanding the force behind great brands, or simply intrigued by different marketing cases; and if thinking is your hobby, then come and join marketing researchers.

At Ipsos in Indonesia, we have bright and top graduates joining us some with IP of more than 3.4/4.0 So what happened to that fresh graduate applicant? Fortunately her comment did not stop at the one she mentioned on the top of this article. She continued but since I had the chance to visit your agency as part of my course a year ago, I was so intrigued with how you worked. It looks so challenging and fun to know why people buy things just like trying to understand me myself. And she was accepted.