The Market Research Industry September 27, 2010 Steve Koch University of Houston

Mattel Toys

2 Departments  Sales Research  Consumer Research Consumer Research: A, A&U (Category Studies), A&A Tracking Studies, Focus Groups, STM’s, Copy Testing.

Coca-Cola Foods Mattel Toys

Coca-Cola Foods Marketing Research & Sales Analysis Departments. STM’s, Product Optimization (RSM, etc.), Copy Testing, Taste Tests (point-in-time and tracking), Focus Groups, CST’s (Pricing, Display/Promotion)

Sega Video Games

Pennzoil-Quaker State

Marketing Research Industry Structure 2 Buckets  Client and Supplier

Marketing Research Profession Client SideSupplier Side CustomSyndicated Custom Traditional Custom Specialized Custom Copy Testing STM’s Packaging B2B/B2C Optimization Omnibus IRI Nielsen NPD MRI

Managing a Marketing Research Career

When you unexpectedly walk into a management meeting where business decisions are being made and sit down at the table, what has changed in the room? Ask yourself “How do the leaders in the room feel now?” Lower blood pressure? Lower heart rate? Safer? Relief? Are you accretive, dilutive, or insignificant? What is your $Worth$?

Managing a Marketing Research Career Adopt (or refine) professional core values.

Key Professional Core Values Execute “Con Pasión.” Integrity Flexibility and versatility Always listening, reading, and learning. Be Accretive

Managing a Marketing Research Career Passion: After the cover charge, I’ll hire passion. Sincerity and commitment to your profession and what you do every day. If it’s worth doing, it’s worth doing right.

Managing a Marketing Research Career Integrity: Fundamental for a marketing researcher. If you never say “I don’t know,” then I say “I can’t trust you.” Resist influence. Do what you say you’ll do!

Managing a Marketing Research Career Flexibility and Versatility:

Managing a Marketing Research Career Always Listening, Reading, and Learning:

Managing a Marketing Research Career Be Accretive:

So What’s the Point? In the end, of course, what's most important about choosing your next leadership role is that it enables you to be passionate about connecting what you do and how it drives the business. So choose wisely. Jerry Noonan, Spencer Stuart, ex-CMO, 1800Flowers.com