Training the Next Generation of Market Researchers

Abstract

GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme. Our approach has been to build excellence by adopting a new organisational form known as the ‘community of practice’ approach. This approach is emerging in companies that seek excellence as it promises to galvanise knowledge sharing, learning and change. It has led them into a world where the avatar has been conducting interviews in Second Life and they have been using social networks for research purposes. It is believed this approach will produce market researchers who are more attuned to client requirements of the future, and could possibly retain more talent within the industry, as it allows new entrants to see how they can contribute to the development of methods, techniques and products, and creates a better sense of belonging to the industry.