Training the next generation of market researchers

Mike Cooke and Phyllis Macfarlane

GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme.

Training the next generation of market researchers1

Mike Cooke and Phyllis MacfarlaneGfK NOP Ltd

INTRODUCTION

In this paper we describe how we have replaced the traditional, prescriptive methodological study undertaken by each year's graduates – usually a qual/quant mixed methodology survey for a charity – with a more 'open source' approach in which we challenged the graduates with a broad but 'real' issue facing the company, and allowed them to determine how they would approach it: defining their objectives and acquiring the skills they required as they needed them, in the style of Wikipedia, rather than...

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