In the first article of this series, we have highlighted three specific challenges faced by the market research industry in South Africa. The first challenge related to the skills profile of the general “consumer and market researcher”, with the view that shortcomings in the value of research and insights output from Market Research agencies can be tied back to specific shortcomings in researchers’ skillsets.  The second challenge was described as limited frameworks for continued professional development, but especially some reluctance on the part of market research agencies in pursuing professional accreditation. As a result of the aforementioned two challenges, a third challenge concerned a lack of scientific rigour in insight outputs. Building on the identification of these challenges, a brief survey of the academic qualifications of (n=95) LinkedIn members currently employed as researchers in consumer and /or market research contexts was executed. Interestingly, but not unexpectedly, the academic qualifications of researchers employed in consumer and/or market research contexts were extraordinarily diverse. For example, the list contained relevant types of academic qualifications such as in the fields of psychology, sociology, marketing & communication management and advertising. Likewise, the list also market researchers whose academic qualifications were in the fields of geography, law, information science, visual arts and theology. Taken together, individuals with masters degrees in Research Psychology and those with a qualification in marketing, communications and advertising only accounted for only 32% of the profiles surveyed. The diversity in the academic backgrounds of market researchers is also comprehensible considering that only one South African tertiary academic institution offers an applied Marketing Research degree at a masters and doctoral level. Two more offered training in marketing research, but only as short courses or a module in a different academic subject.  As such, compared to international training institutions, South Africa falls short in providing focused academic training and qualification for individuals who pursue a career in consumer and marketing research. Highlighted by an interview with the Marketing Director of an international market research firm and an owner of an independent market research practice, a third dimension to the challenge in South Africa as described above, takes shape in the finding that a career in marketing research is seldom attractive. As a profession, it seems to lack the esteem associated with related careers in marketing and advertising for reasons we’ve briefly described before. Furthermore, at junior and middle management levels, remuneration, in relation to the demand of the role, is notoriously low. Lastly, the limited career interests in this field, coupled with an even greater absence of finding and retaining millennial research talent, leave market research companies in a difficult position to fill positions and meet client demands for insights. The result seems to be the employment of smart, curious and talented individuals, yet individuals whose academic background may not necessarily support a deeper understanding of the development of insights related to human behaviour. In the next and final installment of this series, we’ll expand on our discussion of the need for reform in the market research industry in South Africa by considering the issue of accreditation and making recommendations in terms of supporting the development of market research as a truly professional, well-regarded career choice in South Africa.

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