Making research sexy in 20 minutes time
How hot is ‘research’? Not that hot, if you ask Dutch marketing students of today. They still associate research with boring surveys, grey professors and endless reports that eventually no-one reads. Last week at the NMS 2012, we convinced them otherwise! NMS invited us to kick-off their 2-day event with a presentation about #mrx. Before we presented our vision on research and shared a co-creation case we did together with Heineken, we asked the crowd if they would consider working in market research after graduating. After our presentation, we asked that same question. To our delight, we observed an increase in 20 minutes time from 30% to more than half of the crowd considering working in our industry. And we managed to boost the image of #mrx just by telling the following story…
Our findings once again confirm that we are dealing with an image problem in #mrx. But we are perfectly capable to turn this perception around in just 20 minutes! So, join us in our battle against boring surveys, grey professors and endless reports…because research can be damn sexy!