How one unique partnership is helping move the market research industry forward
公司规模
Large Corporate
地区
- Pacific
国家
- New Zealand
产品
- Infotools’ cloudbased software platform, Harmoni
技术栈
- Cloud-based software
实施规模
- Enterprise-wide Deployment
影响指标
- Digital Expertise
- Brand Awareness
技术
- 平台即服务 (PaaS) - 数据管理平台
适用行业
- 教育
适用功能
- 商业运营
服务
- 数据科学服务
关于客户
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.”
挑战
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.
解决方案
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.
运营影响
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