Enlightened and Excited: The Value of Attending the MRA Open-Forum Workshop September 25, 2013 at Temple University's Fox School of Business

Andrew Roche, Temple University Fox School of Business

Man was I wrong. I mean, I like problem solving and uncovering the nature of consumer behavior but advertising always seemed like the sexy and exciting side of marketing. Marketing research seemed too formulaic for someone seeking a fast-paced work environment. But with the chance to grab an extra credit point for attending the MRA Open-Forum Workshop hosted right on Temple's campus, I figured it was about time for me to give the profession a real chance.

In under an hour this group completely changed my mind. They gave us the best insight into a post-college career path possible - a reflection from researchers at various career stages and years of experience followed by an open-forum Q&A session. This session really helped me understand the day-to-day life of a marketing researcher. Before, I was apprehensive about the career path because of the formulaic nature of the research process and the endless frameworks we learn in class. During this workshop I was able to ask whether projects still feel new and challenging after years of research or if they become routine. Every MRA member assured me that even after years of doing research every project feels fresh and requires a unique, specialized approach.

Because every client is different, researchers must first understand the client and their culture to work with them effectively, already a challenge itself. And even though Jared admitted to using Venn diagrams religiously at Ogilvy, it was only a precursor that helped his team understand the research environment before they designed the actual research. Outside of brainstorming sessions and kickoff meetings, most marketing research must be completely original to take advantage of the newest data-capture technologies, methods, and secondary research.

I am much more interested in marketing research now that I know it can be a fast-paced field where I can continue to grow different skillsets while working. Thank you MRA for opening my eyes to this exciting career opportunity!