Are you cool enough to work in market research?

Is being 'cool' a key element to a career in marketing? According to Research magazine, market research professionals at least need to know how to find out what's cool - or at least what consumers perceive as such.

In his article "The rules of cool', Robert Bain looks into conclusions from a book "How Cool Brands stay hot' by Joeri Van den Bergh and Mattias Behrer. Van den Bergh says, "If there’s one big challenge with the market research industry, it’s to get people motivated to participate in surveys. Surveys are boring and these [Gen Y] guys and girls don’t want boring stuff."

So what do market research agencies need to do in order to engage with these cool consumers who love their brands such as Apple or Converse? Techniques such as crowd interpretation are mentioned although 'the craft skills of research will still be required". See if you're cool enough to work in market research at www.research-live.com