Research Degrees
Do you need a degree to be a an insight professional?
The debate over whether a degree is essential to becoming a successful market researcher ongoing. Reflecting on my 40 years of experience both as a senior manager within research agencies and more recently as a client commissioning research,I believe that the core skills necessary for insightful market research do not inherently require a formal degree. However, degrees do often increase the likelihood of finding individuals who possess these valuable capabilities.
At its heart, market research demands skills that extend well beyond basic literacy and numeracy. Crucially, it requires deep curiosity, intellectual rigour, clear logic, adept storytelling, client negotiation skills and effective people management. These attributes enable researchers not just to collect data but to tease out the deeper insights and narratives that inform strategic decisions. Interestingly, many of these skills, such as curiosity and storytelling, are not easily measured or taught through formal education alone.
In addition, formal education is no guarantee of research competence. One of the most serious errors I encountered in my own career was made by someone with impeccable academic credentials - a PhD. It was me! This experience underscores the fact that degrees, even advanced ones, do not immunise researchers against critical mistakes.
As a senior manager in an agency, I observed that the more junior researchers often struggled with independent thought and initiative, potentially reflecting the limitations of contemporary degree programmes. Today's higher education system may inadvertently encourage a more passive approach to learning, driven by compliance and prescribed curriculum, rather than fostering independent, creative and critical thinking.
Looking forward, the evolution of generative AI in research will further reshape necessary skill sets. Researchers need to be able to ask the right questions, critically evaluate AI outputs and use technology ethically and effectively to deliver strategic insights. These skills again depend heavily on curiosity, discernment and intellectual flexibility - attributes not exclusively acquired through a formal degree.
In conclusion, while the skills critical for generating valuable insights do not strictly require a formal degree, having one certainly helps. Degrees often signal a level of rigour and discipline which correlate with strong analytical and intellectual capabilities.
However, the true measure of a market researcher lies in the broader set of personal and professional skills - many of which can indeed be nurtured outside of higher education.
