A year into my job as a qualitative researcher, following ten years
on the other side in fmcg marketing, and I’m still struck by the
cultural differences. There’s a rail of suits languishing in my
wardrobe, and my dog’s allowed into the office from time to time.
Perhaps the biggest difference is the new type of relationship I have
had to build with brands. I have had to reconcile myself to the fact
that I no longer ’own’ my brands, and that however strongly I feel about
an issue, there’s little I can do to influence the outcome once my
findings have been delivered.
My background in brand management helps. I’m aware of the need for
actionable research, and of focusing as much on the business issues of
my clients as I do on understanding consumer needs.
I am always conscious of the need to present findings in a
comprehensible way. I understand when my clients appear to be picky and
pedantic, because I know that it’s driven by the responsibility they
bear in selling the research results onwards.
So, what would my overall verdict be after a year ’on the other
side’?
Well, the freebies have dried up, but the sheer variety coupled with the
intellectual and creative challenge make up for it.
Julie Hindmarch is research manager at Leapfrog Research and Planning.
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