When I was ten, I wanted to be a veterinarian. When I was 13, I wanted to be an archaeologist. When I was 17, I wanted to be a psychometrist and picked out every course for four years of university before I even knew if I was accepted.
I was delighted beyond belief when I got my first job doing psychometrics before I even finished grad school. I loved developing tests, running validity and reliability stats, and writing technical manuals stuffed with disgusting quantities of charts and tables.
So why the switch? Well, after a couple years of that, I realized there wasn’t a huge future in testing. The employment opportunities and room for growth in the test development and validation industry were small. There was little room for variety, whether in topic or statistics or employer.
Back in grad school, I had skimmed the course calendars (why do I love course calendars?) and noticed that the marketing students were taking research design and statistics courses too. Apparently what I loved to do applied to other careers as well. The idea layed low in my mind over the years before I finally decided to see if someone would give me a chance.
I’m glad I adjusted my course. Instead of a set series of statistics and processes for every single project, every single project has a unique problem with unique measures and goals and statistics and reports. I still get to do content and criterion and test-retest validity, but now there is so much more than dear old Cronbach.
Tell me then, how did you end up as a market researcher?