A few years ago when I was on the MRA National Board, we were discussing conferences and I tossed out an idea that I thought had some legs. The idea was a niche conference that focused on developing talent with people who have worked in the research industry for 5-10 years. Almost a superstar in training conference for people between the ages of 25-40. People who have tremendous potential and could benefit by going to a three day conference and be part of a small group of 40 people or so. The conference is similar to the CEO conference–just for a different group of people. The presenters would all be successful business executives from the industry and the topics could range from:
- Being a GREAT leader
- Presentation skills development
- Understanding financials
- Basic knowledge of running a company or division
That’s the concept. I really like it and really want to know what you think.
- What do you think of the concept?
- Would you attend or send someone on your staff?
- Do you think the industry could support a conference like this?
- Is the timing right for this conference?
I look forward to hearing your comments.
Aaron Walton says:
This idea really has some legs Merrill ~ With so many associations and conferences competing for our marketing/educational dollars it seems that the more specialized something is the more successful it will be. In the same way the CEO conference caters to the experienced superstars, a rising superstar (or even newcomer in MR for 2-5 years) focused event would help develop more critical skills. If I could get something out of 80% of the presentations as opposed to 50% it would be well worth the investment. I see no issues with the timing but am sure with the right planning the industry could support something like this … hopefully others agree!
Merrill Dubrow says:
Aaron,
Appreciate your thoughts. The MRA CEO Summit is basically the same idea with a different crowd. In fact the conference in February will have the highest attendance in the three years of the conference. I believe people want smaller niche conferences with better presentations.
Thanks.
Merrill
Dan Womack says:
Merrill,
I love this concept. I think one of the issues with talent in our profession is the lack of clear career paths (especially on the end-user side). I have seen too many high-potential researchers jump to other areas (product management, general marketing, quality, IT, etc.). These alternatives are often perceived as sexier, with more potential and clearer growth opportunities. I think a conference/training series like you describe could help address this issue by heightening needed skills and elevating the profession in the eyes of younger, talented researchers.
Do I think the industry could support a conference like this? I would certainly lobby to have my team attend such an event, but this could be a challenge for some end-users as companies may perceive this type of training as the internal training department’s domain. I would imagine this would be less a problem from the provider-side. I’m curious to hear what others think about that question.
Paul Kirch says:
I love the idea, though I can’t imagine too many companies sending people who weren’t in senior management or executive roles. The other group that would probably show is business development or sales people. Now, tie in advanced research workshops where you teach people advanced methods or have senior project management work shops where they can learn to be stronger, then you have something. In fact, if you create 3 tracks where there’s advanced training, it could be an easy sell to companies. The 3 tracks I’d suggest are sales, analytics (Research) and project management. Add that to the other items and you’ve got a game changer of event, especially if you can tie in some certification for participation that the company could promote.
Andrea Schrager says:
Merrill,
I think this is an intriguing idea. The small number of participants would allow for sharing of ideas, methods and insights beyond traditional marketing research methodologies. There are many conferences now that concentrate on methodologies. I would submit that as these would be upwardly mobile individuals in our industry, perhaps the orientation should go beyond marketing research methodologies and cover current business issues that affect our companies and industry — issues that are both internal and external. Perhaps this could be a sub-track at a conference as they would most likely be attending anyway. I certainly would consider sending my more mid-senior level people to a business-based event.
Dan Womack says:
Just checked back in to see where this topic has gone and I definitely agree with Andrea re: not focusing on methodologies. There are many opportunities for researchers to grow or brush up technical skills, but leadership and broader business knowledge—especially in the context of MR–is harder to find.
Merrill Dubrow says:
Totally agree it would be on business strategies and NOT research methodology. I think that is where the most value would be.
Merrill
Jeff Tanner says:
We do something like that in marketing academia. Schools have to nominate the attendee and are limited to sending only one person per year. This keeps the conference small, increasing value. Attending is seen as an award and put on the resume. Presenters also have to apply and usually (though not always) are the best in the field.
Your idea has a lot of merit, and I wonder if UGa’s Masters in Marketing Research program would be an appropriate host.
Lance Hoffman says:
I think it’s a great idea, Merrill, but I question if enough appropriate attendees would ever register to help justify the costs. Additionally, if you take the research factor out of the equation, there are a ton of other conferences and boot camps where you can get a lot of that same tutelage.
Personally, if you’re speaking, I’m THERE! And if I’m speaking, well, then I guess I’ll be by myself
Eric Bell says:
Hey Merrill,
Great Idea, I have been to similar conferences for new business start-ups etc. great idea.
I would attend.
Eric