Residential Foundation Course 2010

Three guinea pigs from the latest Residential Foundation Course report back on their time at Wyboston Lakes

Alex Holmes, Essential Research

What did I get from the course? Well, I learnt that writing a proposal is more than just ticking boxes; it is your chance to show that you are the correct mediator between the world of the client and that of the customer. Both worlds are very different places. In one sit business opportunities, marketing objectives, a pie chart or two and costs per unit. In the other, feelings, needs, emotions and all those unquantifiable soft things, sometimes ruled by the most unexplained desires.

Your proposal is the medium where the client’s list of questions becomes realistic research objectives, which look beyond why people are not buying a particular phone, to exploring the entire purchase journey around it. Most importantly, it should redefine the problem and show the client that your proposal is tailored to not only their needs, but also those of the consumers it is aimed at.

Leading directly on from that, I was taught that the construction of a considered discussion guide can greatly influence the outcomes of your research objectives. A good one will reflect the many different stages a group goes through during a session, from forming right through to mourning.

Also, all too often the importance of the forming is overlooked as merely idle chit chat. Respondents need this time to not only become comfortable with each other, but also with you. After all, if they are going to tell a complete stranger (i.e. you) how they feel about a certain topic, you need to put them in a frame of mind where they feel at ease to do so.

The final piece of the jigsaw, for me, was the need to tell a story during a debrief. Sounds so simple, doesn’t it? But all too often a researcher can fall into the trap of just relying on slide after slide of market segmentations, and on graphs depicting all manner of layered data, culminating in the Godfather of all matrices.

But what does it all mean? Constructing a story which really brings your research alive is critical. A presentation should be approached as though you were writing a script: set the scene, develop the key protagonists, and incorporate one or two plot twists. Only by doing this can researchers build data into a compelling story that captures the imagination of the audience and allows the finance department to breathe a sigh of contented relief.

Catherine Ormiston, Leapfrog Research & Planning

To be honest, I was a little nervous about attending this course as I’d come into research quite late in life. Still, I set off with my signed autograph of Jedward and Cheryl Cole dance moves just to make sure I’d fit in, only to find a great mix of people of all ages/experience levels from both client and agency side.

The course focused on running a research project from start to finish. We got the chance to get involved at every stage. The course tutors are practicing MR professionals and we were also assigned a personal tutor. Chloe Fowler of Razor Research took my team under her wing and passed on her market research know-how and wealth of ‘quallie’ experience.

The sessions really got under the skin of discussion group dynamics and demonstrated the important stages of the group life cycle: forming, storming, norming, performing and mourning.

We were sent off to write our own discussion guides armed with the knowledge a great guide is about finding a good balance between having a simple document which is flexible versus a detailed guide which reassures the client that their objectives will be met.

The moderating session is where the research project comes to life. Not only did we have the opportunity to act the role of moderator and client, but also act as respondents, which gave me a brilliant insight into how they feel in a group.

After running a group in front of my peers and breathing a sigh of relief, we had to find an inventive and engaging way to present our insights. We used 20 slides Pecha Kucha-style, blazoned with images without a bullet point in sight. Although this was a daring strategy, it paid off and my team won.

This course was enlightening. I got to meet lots of people who are at the same stage of their career as me. This interactive learning environment allowed us to bounce ideas off each other without feeling intimidated or embarrassed and I’ve made some good friends whom I’ve been able to stay in contact with via the AQR foundation online forum.

Ben Kelsey, RDSi Research

The venue for AQR’s course is similar to those used for a range of corporate events, but don’t let that sway you: the facilities are all very good, though you don’t have a lot of time to use them (but I did manage a few lengths in the chlorine heavy pool).

It’s easy to find – although I drove and used a Tom Tom – whether travelling by road, train or taxi. We were ready for food by dinner and appreciated the variety on offer at the buffet. At times the work rooms seem a bit cavernous, but you spend three and a half days working hard with your head down so it’s not too noticeable and you’ll avoid cabin fever.

The course is valuable because it caters for a wide range of people within market research and, as a result, you have the pleasure of the company of an eclectic mix of people. Due to the focus on interviews, and the processes of running groups, there isn’t a lot of room for client networking as potential clients who attend would look to run their research themselves – hence why they’re on the course.

Despite this I gained confidence from learning that there were lots of people in my position working in this area. More importantly, it’s provided me with a professional support network of friendly, likeminded people within my discipline which goes beyond that which – though I’m supported very well in my company – I have in the workplace.

Personally, I gained a more thorough understanding of market research as a career path and as a job discipline. I started to appreciate the industry’s diversity, from those who are specialists to those who work with everything.

Some photos from the course

Listening intently	Final presentations and thank you	Rehearsing my lines
Divine inspiration	Last minute nerves	Revision
Pens on paper