In Conversation With Market Researcher Kushal Arora

Based in Mumbai, India Kushal Arora works as a Senior Manager of Knowledge and Marketing at social media intelligence company Germin8. Kushal shared a bit about his current role, trends in his market and what skills are needed to excel in the field.

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Could you tell us about your current role? 

In my current role, I overlook customer success managers who've been assigned to enterprise level customers. They are the caretakers of those brands' online reputation management and any campaign or crisis monitoring and reporting. I tend to supervise them and ideate ways to help them deliver client expectations. I also take care of any ad-hoc social media research projects and digital audits, wherein we help assess the effectiveness of brand owned social media properties.

What's your favorite part of working in market research?

Every new digital research project forces to learn new things, about a previously unknown or not-that-well-known service or product category. This way, each project is new in itself which thus makes it exciting for me.

What trends are happening in India that you feel market researchers should be watching?

The trend about actual relevant and comprehensive conversations happening outside mainstream social media platforms like Facebook and Twitter. For instance, forums, blogs, even YouTube has a lot better content to study and analyse as opposed to conventional chatter on Twitter and Facebook which is too shallow for the most part.

What kind of education, skills or research methodologies do you feel are essential for entering and progressing in this field?

Research methodologies can be learnt while being on-the-job. However, command over language, ability to grasp people's intentions through their online writings, attention to detail, willingness to learn and ability to think from a 100-1000 level view is what, in my opinion, are essential to people entering social media research field. 

Do you have any books, sites or classes you've taken that you'd recommend for aspiring market research professionals?

I don't have a specific book or a course to recommend. Most of what I've learnt is while being on the job or having read blogs, news articles or LinkedIn posts.

To get in touch with Kushal find him on LinkedIn

In Conversation With Market Researcher Arun Upadhyay

Arun Upadhyay currently holds an Executive Business Operations role at Kantar Millward Brown. Based in Mumbai, India he has experience in healthcare research and project management covering the EU and APAC.

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Keep reading below for his insights around entering the industry, developing expertise and current market research trends in India.

What kind of education, skills or research methodologies do you feel are essential for entering and progressing in this field?

I believe a bachelors and or graduate degree works here the best (in science, sociology, psychology, mathematics or marketing etc). But nowadays, a great importance is given to masters or post graduate programmes like MBA, business analytics etc.

To start working in this industry a person should at least be aware of the methodologies quant/qual [quantitate / qualitative].

You are currently in an Executive Business Operations role at Kantar Millward Brown, could you tell us about how that happened and what sort of work it entails?

Kantar is a global brand to work with and I was always keen to join Millward Brown as the work done here is more interesting which focuses more on catering to the end clients rather than helping the MR [market research] agencies to collect data. I deal in handling field operations and client servicing. Say, coordination among all the stakeholders involved in the projects.

What trends are happening in India that you feel market researchers should be watching?

We cannot miss the digital world and this is taking over all other methodologies of collecting data. Though this is bit limited to qualitative methodologies. But that being said qualitative can always be more efficient if it remains to its original format. (Communication among the moderators and respondents is more effective here).

I believe data authenticity plays a very important role and thus researchers should see that it is coming from a right source and has been validated and is correct before processing it and presenting the insights to clients.

Again, I believe storytelling nowadays is gaining importance to get the insights from the consumers. Storytelling to collect feedback helps the researchers to keep the survey respondents engaged throughout and get a better responses over a period of time.

Do you have any books, sites or classes you've taken that you'd recommend for aspiring market research professionals?

I have enrolled myself to some of the LinkedIn Learning programmes. This is easily available on LinkedIn.

Below are some that can be reviewed:

Intuit, QuickBooks: 5 Resources to Conduct Market Research 

Government of Canada, Guide to Market Research and Analysis

GreenBook

Esomar

Quirks

To get in touch with Arun find him on LinkedIn.