Re-enchanting the marketing research profession: how to make it attractive again?

Right from the start of the conversation, the tone was set: the research professions suffer from a negative perception that dissuades many students from entering them. Élisa and Valérie, heads of the Master Management Parcours Marketing at the Université de Cergy Pontoise, shared their findings: students are often reluctant to choose this path for fear of not mastering the tools or AI sufficiently. This perception is also fed by a fixed image of the research professions, often presented in an abstract way and disconnected from the concrete and stimulating realities of these professions.

‍University initiatives: modernizing the Curriculum.

‍To remedy this situation, several initiatives have been put in place at the University of Cergy Pontoise. For example, renaming curriculum options to make them more attractive and oriented towards modern tools. For example, the option formerly known as “Consulting and Research” has been transformed into “Data and AI”. This name change is not purely cosmetic: it reflects a substantial evolution in course content, integrating specific training on artificial intelligence tools and data analysis. This transformation is designed to prepare students for the demands of the modern job market, while dispelling their fears about technology. By adopting more modern and dynamic titles, students are more attracted to concepts that they associate with innovative careers in tune with current market trends.

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‍Continuing training: an essential investment for companies

‍On the corporate side, Mathilde stressed that every company needs to invest in employee training to remain competitive and attract talent. This training should not only focus on new entrants, but also on existing employees, so that they can familiarize themselves with modern tools and integrate them effectively into their day-to-day work. Technology must be seen as an enabler, not an end in itself. This adaptation to new technologies is crucial to maintaining a high level of competence and efficiency within teams. By integrating ongoing training programs, companies can ensure that their employees remain at the cutting edge of innovation and industry best practice.

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‍Universities and companies: towards closer collaboration

‍Another important point addressed during the webinar was the need to strengthen links between universities and companies. This collaboration could manifest itself in the co-creation of educational programs, internships integrated into curricula, and partnerships for applied research projects. For example, companies could sponsor research labs within universities, providing direct access to the latest innovations and technologies for students.

‍Strategic insight: a new value for Research Professions

‍Valuingresearch professions as strategic functions within companies is also a recurring theme. These professions, often perceived as support functions, need to be recognized for their strategic role. Indeed, in a world where decisions are increasingly data-driven, research and insights departments play a crucial role in shaping corporate strategies. By recognizing and valuing this role, companies can not only attract talent, but also boost employee engagement and satisfaction. Companies that emphasize the strategic importance of their insights departments position themselves not only as innovators, but also as leaders in data management and interpretation.

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‍Modernizing job titles: a necessary change

‍Another concrete solution to making the research professions more attractive is to re-evaluate job titles. Terms such as “research manager” or “marketing project manager” can seem old-fashioned and unappealing to younger generations. By adopting more modern and dynamic job titles, such as “insight manager” or “data analyst”, companies can improve the image of these professions and attract more potential candidates. The future of the research and marketing professions lies in our ability to embrace change and adapt to new market realities. By working together, universities, companies and professionals can create a dynamic and innovative ecosystem that attracts and retains talent, while meeting the ever-changing needs of our society. The combined efforts of businesses and professionals point to a future where these professions are not only better understood and appreciated, but also perceived as exciting and rewarding career choices.

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