Case Study: Training the next generation of market researchers

Our latest case study offers a close look at the successful hands-on market research project that was part of the University of Auckland Business School’s 2019 student curriculum. Providing a model for a collaborative program among the business, academic and nonprofit sectors, we were proud to be a part of guiding students in a real-life research project that benefited a local nonprofit organization, the New Zealand Housing Foundation. 

The students participated in the important stages of work, such as client briefing, research design, fieldwork (qual and quant), analysis, and presentation of results and recommendations. During the program, they were mentored by professionals in the Auckland business and market research spaces, and they used Infotools’ cloud-based software platform, Harmoni, to analyze and visualize their project data.

The beauty of a program like this is that it gives the next generation of market researchers a chance to work on all the vital stages of a real market research project, preparing for their future careers. In addition, we were able to see the results of the students’ hard work as it was put to good use by a deserving community nonprofit.

The New Zealand Housing Foundation was able to use the data-driven insights the students presented to help shape future programming and services. Outcomes also provided recommendations for ways to connect with audiences by addressing their challenges and pain-points as identified through the research. 

Dr. Catherine Frethey-Bentham, a Senior Lecturer at the University of Auckland, said, “We know that students typically attain higher levels of achievement when they are engaged with course material and feel that they can apply their knowledge and skills in future employment. Social and community engagement is a big driver for our university. We are proud of the impact this ongoing program has both for our students and the participating NFOs, and the research agencies.”

Downloaded the full case study here 

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