Digging for Insights

ABOUT THIS EPISODE

In this third part of the grad school mini-series, I take a step inward and share my own stories about choosing a graduate program (in my case, a marketing research MBA). I hope the lessons I share can be applicable to anyone considering a graduate degree.

Seven years ago I was nervously making some big life decisions. What graduate program was right for me? What career did I want in the long term?  I was leaning towards quitting my job to enroll in a full-time MBA program, with a focus on marketing research, but was I making the right choice? Scenarios of sky-high student debt and graduation without a job loomed in my mind.

Through the help of friends, mentors and family, I found the perfect MBA program for me and graduated with a dream job: Consumer Insights at General Mills. In this season of gratitude, I can’t help but be thankful for those who helped me make that possible.

In this podcast episode, I hope to pay it forward by sharing the five things I wish I knew before choosing a graduate school program. Whether you are fresh out of college or thinking about a mid-career switch, these lessons can guide you to a good graduate program and ensure you make the most of that experience—and land a good job.

SIGN UP FOR FREE COPY

As I mentioned in the podcast episode, I put together a free PDF that outlines the five lessons to consider when choosing a graduate program.

Just visit the site below (show notes) to get the free PDF emailed to you.

https://diggingforinsights.com/6-2/

About this Episode

In this second part of the marketing research grad school series, we speak with Kristin Branch, Director of the marketing research specialization for the University of Wisconsin-Madison's MBA. Formally known as the A.C. Nielsen center, the MBA specialization is the premier MBA program with a full emphasis in consumer insights. 

In this episode, we'll hear from Kristin who shares her background and trends that she sees in the industry, given her role with hiring companies and as lead for the 30-person advisory board comprised of Insights leaders ranging from pharma, to consumer goods, to tech. 

As an alumnus of the program, I share the key reasons why I chose--and am very happy with--my choice to attend the program for my MBA. 

About the A.C. Nielsen Center (MR focused MBA)

The A.C. Nielsen Center for Marketing Research trains students in the specialized ideas, issues and techniques of marketing research, consumer insights, and analytics. We support students studying marketing, consumer behavior, and analytics. In the country’s premier marketing research specialization, our MBA students develop:

• Business acumen to work in cross-functional teams
• Research, analytical, and methodological approaches to learn the who, what, when, where and even the why behind consumer behavior
• Marketing knowledge to translate the discovered insights into business recommendations to drive business growth

Established in 1990, the A.C. Nielsen Center is built on the legacy and funding of the Arthur C. Nielsen Jr. family, pioneers in the field of marketing research. Our mission includes the discovery and dissemination of new insights knowledge.

Biennially, the A.C. Nielsen Center hosts an industry conference, our Summit, and welcomes alumni, the external advisory board, and industry friends of the Center to campus for a full day of learning and networking.

Link to A.C. Nielsen Program Website:
https://wsb.wisc.edu/programs-degrees/mba/full-time/career-specializations/marketing-research

Link to Episode Show notes:
http://diggingforinsights.com/5

This is the first part of a mini-series on marketing research graduate programs. 

About this Episode

In this episode, we'll get to hear from Marcus Cunha Jr, the Director of the Master of Marketing Research program at the University of Georgia. As one of the oldest of the US MMR programs, Dr. Cunha shares an overview of the insights industry, discusses his path as professor and shares the skills that are most valued by recruiters. Whether you are a prospective student or an experienced insights professional, this episode has something for everyone as Dr. Cunha shares the backstory of one of the most prestigious institutions in the market research industry.

About the UGA MMR

The Terry Master of Marketing Research program was the first of its kind. In 1979 there was a need for high-caliber marketing researchers and so, in conjunction with some of the leading marketing professionals in the field, UGA faculty developed an 11-month program focused on real-world marketing research problems and insights into consumer behavior.

The UGA MMR program is one of the top programs for developing skilled marketing research professionals and executives, and has more graduates than any other program. Visit  to learn more.

Helpful Links

UGA MMR Summit -- https://www.futureofinsights.com/
UGA MMR Overview -- https://www.terry.uga.edu/mmr/
Episode Show notes -- http://diggingforinsights.com/4
 

In this episode we’ll hear from an industry veteran shares her career story, from her first job to her current role as Executive Vice President at IPSOS, one of the largest global marketing research firms. Along the way, Lisa shares how to follow your passions within your job, the importance of company culture and upcoming trends in marketing research. 


About IPSOS

Ipsos Group is a global research and a consulting firm with headquarters in France. It is ranked as the third largest research firm, operating in 88 countries with over 16,000 employees. Ipsos is passionately curious about Society, Markets and People. “Game Changers” – their tagline – summarises their ambition: to provide true understanding and make our changing world easier to navigate. 


About the Digging for Insights Podcast

Whether you are a marketing research professional looking for career inspiration, or a business looking for ways to become customer focused, the Digging for Insights podcast is for you. How do you know what your customers really need? How can you use research to make critical business decisions? Join Stephen Griffiths, a Fortune 500 Corporate Researcher to find answers to these questions as you dig for the insights that will grow your business. Whether you work in marketing, consumer insights, customer experience, analytics or market research, this podcast provides case studies, how-to research methods and career advice that can accelerate your career.

Episode Summary

Innovating within a large corporation poses many challenges.  The Lean Startup, the classic book by Eric Ries, teaches how small teams can pivot and create new products quickly, but applying these principles in larger companies is not always clear. New to Big takes the next step by providing prescriptive advice for how large companies can innovate successfully by applying venture capital principles. Join us as we hear from Christina Wallace, coauthor of New To Big and VP of Growth at Bionic, as we talk about the mindsets needed for innovation, the importance of uncovering customer needs and the value of a zig-zag career.

About New to Big

Serial entrepreneurs David Kidder and Christina Wallace reveal their revolutionary playbook for igniting growth inside established companies. Most established companies face a key survival challenge, says David Kidder, CEO of Bionic, lifelong entrepreneur, and angel investor in more than thirty startups: operational efficiency and outdated bureaucracy are at war with new growth. Legacy companies are skilled at growing big businesses into even bigger ones. But they are less adept at discovering new opportunities and turning them into big businesses, the way entrepreneurs and early-stage investors must. In New to Big, Kidder and Wallace reveal their proprietary blueprint for installing a permanent growth capability inside any company--the Growth Operating System.  

About Bionic

Bionic seeds and launches startups that discover and solve new customer problems for the world’s most competitive companies. Bionic installs a new, permanent capability within large enterprises that leverages the mindset and mechanics of entrepreneurship and venture capital to deliver an always-on pipeline of growth.

About the Digging for Insights Podcast

Whether you are a marketing research professional looking for career inspiration, or a business looking for ways to become customer focused, the Digging for Insights podcast is for you. How do you know what your customers really need? How can you use research to make critical business decisions? Join Stephen Griffiths, a Fortune 500 Corporate Researcher to find answers to these questions as you dig for the insights that will grow your business. Whether you work in marketing, consumer insights, customer experience, analytics or market research, this podcast provides case studies, how-to research methods and career advice that can accelerate your career.

What would it be like to work in marketing insights across multiple companies and industries? Join me as we hear from Monika Wingate who did just that. Monika began as a corporate researcher at a Fortune 500 firm, worked for an ad agency, spent time in academia, founded her own consulting firm, and co-founded an agile technology platform called Digsite. Along the way, Monika shares how networking, following her passions and a focus on Agile research has led to her current role as CEO of Digsite. 

About the Digging for Insights Podcast

Whether you are a marketing research professional looking for career inspiration, or a business looking for ways to become customer focused, the Digging for Insights podcast is for you. How do you know what your customers really need? How can you use research to make critical business decisions? Join Stephen Griffiths, a Fortune 500 Corporate Researcher to find answers to these questions as you dig for the insights that will grow your business. Whether you work in marketing, consumer insights, customer experience, analytics or market research, this podcast provides case studies, how-to research methods and career advice that can accelerate your career.

About Digsite

Digsite’s leading agile insights technology makes it faster for teams to learn and iterate with consumers. Recruit and launch a Digsite Sprint community in little as 24 hours. Answer “why” questions, capture photos and video of experiences, and iterate on ideas under development. Digsite customers have seen a 10X increase in the number of decisions they can inform, 50% decrease in market research timelines, and significant incremental revenue from getting better ideas to market. Visit www.digsite.com to learn more. 

Whether you are a marketing research professional looking for career inspiration, or a business looking for ways to become customer focused, the Digging for Insights podcast is for you. How do you know what your customers really need? How can you use research to make critical business decisions? Join Stephen Griffiths, a Fortune 500 Corporate Researcher to find answers to these questions as you dig for the insights that will grow your business. Whether you work in marketing, consumer insights, customer experience, analytics or market research, this podcast provides case studies, how-to research methods and career advice that can accelerate your career.