By Kevin Gray
I am a marketing scientist, though nowadays some call me a data scientist. I’ve been working in marketing research for more than 30 years and would like to offer some thoughts on essential skills I think we must have to be good quantitative marketing researchers. This is not to say qualitative research is unimportant – I am a heavy user of it!
In this new RW Connect Quant Essentials series, we’ll discuss critical methodological skills concisely and entirely nontechnically. The series is aimed at newcomers to the marketing research profession but, along the way, there will be tips I hope even veterans will find useful.
Meet Juvoni. He is an African-American male living in the Bronx, New York. Look at any of the statistics for African-American men growing up rough neighborhoods like the Bronx and his prospects of getting ahead in this world are not very good. He knows it too. But rather than becoming a statistic, Juvoni has decided he will make statistics work for him. He uses his smartphone to analyse data on himself to improve his life.