This month, Andrew Goobey shares his five key observations on the market research & insight industry, as published in the MRS Industry Report. Here's part 5:

Monkeybrain

Qual remains a key area for us. Despite modernisation throughout the industry we are tasked to keep finding those skilled natural born quallies with an instinct for culture, behaviour and tuned-in, innate marketing centric thinking. We have noticed a trend that face to face moderating skills are more difficult to find due to the number of researchers now conducting their qual over a platform or by moderating a community. The fundamental need for intellectually curious people remains and we find interviewing quallies from any environment stimulating and engaging. It’s a great recruiter challenge looking for people able to look beyond the rational response and find the real reasons for human motivations and decoding the claimed behaviours. We are hearing some fantastic brand stories.….in the strictest confidence of course

Read the full article here: https://www.research-live.com/industryreport

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