I recently got in touch with a long lost, very dear friend of mine. We met at uni many years ago and he now works in IT. He’s extra-clever: one of those people that ‘gets’ things. And he’s just a really, really nice guy. Top that!
But I digress.
What’s extraordinary – why I’m blogging about this – is that when I told him that I was a market researcher, mostly undertaking qualitative market research projects, I saw not just a hint, but a great wave of confusion cross his face.
So I paused.
“And what exactly is it that you do?” he asked.
“You know, find out what people think about things: products, services, brands…you know. And try to work out how to talk to and with them in a meaningful way…”
Didn’t cut it. He didn’t know. And if someone that smart and quick to get stuff didn’t get it, it’s got to be my fumbling explanation.
So over the next week or so, I’m going to try to explain just what it is I (ie as a qualitative market researcher) do. I’m going to try to make it easy to understand for someone new to, or not in, our industry.