Skills, competencies and working practices – Filling the gaps: How to develop consistent skill sets across a global organisation
Corrine Moy, Global Director of Marketing Sciences, GfK NOP
- Suppliers want vendors to meet objectives and deliver profit
- We train researchers on methodology and then we send them on short sessions to learn the commercial side
- Dilemma is are researchers are methodologists not commercial people, not used to working in complex matrix structures, work in small practice areas
- How to structure a training program
- Face to face by experts
- local culture and language must be taken into account
- eLearning is for support and backup, and process training; it takes way longer and much more money to do it
- Africa is an emerging force in market research, we need people on the ground here. easy to underestimate the size of Africa: US + China + India + Europe fit into it.
- Developed MSc in MR in four African countries, collaborated with National Statistics Offices, collaborated with other training instuties to offer interviewer and DP training including SPSS [how biased is my life view? I rarely think of Africa as having educated, working people. I still have the poor starving child in my head.]
- Training the trainer issues
- Things will not be how you think they will be. The teachers didn’t really know how to teach so that was part of the training.
- When people say they understand statistics, they feel that they must say yes even if they have never taken statistics.
- Interviewers are poorly paid so cheating is rife and costs of checking are high. Accredited systems are hard to support due to costs of joining and maintaining.
- The 6 Worst Market Research Mistakes #MRX (lovestats.wordpress.com)
- A Halloween chocolate lesson in nominal, ordinal, interval, and ratio data #MRX (lovestats.wordpress.com)