How one unique partnership is helping move the market research industry forward
Company Size
1,000+
Region
- Pacific
Country
- New Zealand
Product
- Infotools’ cloudbased software platform, Harmoni
Tech Stack
- Cloud-based software
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Digital Expertise
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Education
Applicable Functions
- Business Operation
Services
- Data Science Services
About The Customer
The customer in this case study is the University of Auckland Business School. As part of its curriculum, the University works closely with market research industry leaders to provide students with real-life projects. This brings market research to life for the students, and includes hands-on work in stages like client briefing, research design, field work (qual & quant), analysis and presentation of results and recommendations. The University of Auckland already had a mission that aligned perfectly with this approach: “Shaping the futures of people and organizations for the benefit of Aotearoa New Zealand and the world.”
The Challenge
The market research industry has been slow to adopt new technologies and methodologies, and is now facing a time of rapid change. There is a need to nurture and prepare the next generation of market researchers for this swiftly changing space. Setting up a program that incorporates real-world businesses, an educational institution and a nonprofit organization can be a challenging task. Many nonprofit organizations don’t have the budget to conduct any major market research. However, solid market research can help these organizations direct their limited resources more effectively.
The Solution
The University of Auckland Business School’s advanced marketing research project includes 50-60 year three students. These students compete in small groups each year on real-world market research projects for non-profit organizations during an intensive 12-week project. They participate in every stage of a research project, giving them invaluable work experience that they can take with them into their careers. In addition, the students work side-by-side with seasoned industry mentors, who represent a cross-section of the business and market research community. The true solution, beyond the hard work of the students, lay in proving that the implementation of a partnership made up of representatives from the business community and academia can work to institute real change.
Operational Impact
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