CareerCast.Com has released its list of “most underrated jobs” for 2012.  Number 5 on the list?–Market research analyst.  Ahead of MR on the list are computer systems analysts, civil engineers, veterinarians, and biologists.  These jobs make the list on the basis of projected growth in employment, relatively good compensation, and lower stress levels than more glamorous or otherwise high-profile occupations.  Here’s what CareerCast says about market research as a career:  “One of the fastest growing fields per the [Bureau of Labor Statistics], market research analyst makes a vital impact on the direction of business decisions by applying data of economic and technological trends.” (emphasis added)

ESOMAR Congress 2012 took place in Atlanta, Georgia during the second week in September.  This was the first time the Congress has been held in the United States, reflecting the extent to which ESOMAR has become the most important global organization of market and social researchers.  This also happens to be the 65th anniversary year for ESOMAR.

The current and past ESOMAR Councils, together with the Director General, Finn Rabin, and the rest of the ESOMAR team, have done a terrific job in building a robust and resilient organization and a public voice for market research.  My desire to serve ESOMAR as a council member does not reflect any dissatisfaction with the direction of the organization.  Rather, I believe that I can make a contribution to the continued growth and health of ESOMAR.

My involvement in ESOMAR has grown steadily since I attended my first ESOMAR-sponsored conference ten years ago (Automotive–where I had the privilege of presenting my first ESOMAR paper).  More papers and events followed (Consumer Insights, Asia Pacific, and Congress).  I was honored beyond imagination to have my 2010 Congress paper, “Riding the Value Shift in Market Research,” selected for the Excellence Award.  More recently I’ve served on the juries for the Effectiveness Award and for this year’s Excellence Award and I presented a workshop on the cognitive aspects of survey design (“Think Like a Respondent”) at the Online conference in 2010.

Outside of ESOMAR I’ve been involved with the American Marketing Association, CASRO, and the American Psychological Association for many years.  I served as president of my local AMA chapter, leading the successful turnaround of a struggling chapter.

As I expressed in my Candidate Statement, I have three particular areas of interest that support ESOMAR’s overall mission of encouraging, advancing, and elevating market research throughout the world.  These areas are:  professional development, collaboration with other related MR organizations, and finding new business models that will enable sustained growth for MR.

ESOMAR’s continued growth will depend on both capturing and reflecting the diversity of global market research.  The election rules insure a measure of geographical diversity.   It’s equally important to have diversity of experience and industry perspective.  I believe that I bring a unique point of view–as do the other nominees–that will help me contribute even more to ESOMAR’s future success if I am fortunate enough to serve as a council member.

Thank you!


2 October 2012