ANOTHERIMPORTANTSKILLNEEDEDISADEEPUNDERSTANDING OFTHE PROCESSESOFYOURCUSTOMER
WHETHERYOU GO IN DEPTHORGO WIDE , MODERN RESEARCHIS ALLABOUTEMBEDDING . IN PROCESSAND TECHNOLOGY . DATA SKILLSTHATGO BEYONDPRESSING A BUTTON IN SPSSARE NEEDED , TERMSLIKE ETL , HADOOP , HIVE , STREAMING EVENTS , ETC . SHOULDBE KNOW N BYYOU
Marketresearchindepth
This is the researcher that acceptsthatwhattheydeliver are “ additional ” data points . However , in order to deliver value with this , these data points have to be extremely valuable . Soinordertodeliver thisvaluetheresearcherhasto buildupanextremeknowledge and translate this to specific models , methodologies and technologies . Think ofspecific services like customer feedbackloopsorcontinuously competitor monitoring and analysis . Also complex qual researchcanbeseenasthein depth choice . Most ofthe in depth servicesare continuous anddirectlyconnectedtodata sourcesofthe customer . The outcomeoftheseprojectsand systems are mixed by the customerintheirdatasoupand they , independently from the researcher , come create their Insights .
Gowide Thischoicewilhaveasgoalto betheprovideroftotalinsight across entire organisations , products , ormarketsanddata . This means that besides research knowledge , specific industry knowledge isneeded . Researchersthatliketogothis way wil have to embed themselvesinthedatastreams of their customers , integrate additionaldata points , setup models , dashboards and analysis in order to provide their services . This service comesclose to the traditional management consultancy servicesdelivered , butfarmore dataoriented .
New skilsneeded
So overthepasttwo decades the required skil set has changed . W hileinthepastthe focuswasontheeficiencyofa research process , it now has movedtobeingabletouseand embed data generated bythe research customer and third parties . W hetheryouliketogo in depth orwide , you wilbe confronted with a research processthatusesdatacoming from diferent sources ( frequently even in realtime ). This makes , literaly , every projectdiferentandatechnical data chalenge on its own . Utilizing technologies to connectto data sources that deliver data in batches or ( transaction ) message based , validate and processincoming data , enrich data across sources , andgeneratereal-time insightsarecommonneeds . As an example thinkoffeeding a real-timeresearchmodelbased uponwebsitetransactions . This canonlybepartofyourservice if you master data and technology .
Anotherimportantskilneeded isadeepunderstandingofthe processes of your customer . Sincethefocusoforganisations is on tuning , the market researcherneedstobeableto provide embedded servicesin thecustomerprocesses .
Theresearcherdoesnotdeliver the inputofa process , butis part of the process . So , any researcherneedstounderstand projectmanagementprinciples used bythecustomerinorder toaddvalue .
And exactly these have been heavilyinnovatedoverthepast 2decades . Methodslikescrum , agileandleanhavebecomethe waymarketerswork .
Conclusion Wh
hetheryougoindepthorgo wide , modern research is al about embedding . In process andtechnology . Dataskilsthat gobeyondpressingabutonin SPSS are needed , terms like ETL , Hadoop , Hive , R , streaming , events , etcshouldbeknownby you . It is al about your understanding of , and embeddingyourserviceinyour customer ’ sbusinessprocess .
The good thing of these changes is that people now expectInsightstobereal-time and continuously , so projects that run for years are no exception . And thatjustifiesa higher investment in technology needed in these projects .