Employee training and development is a broad term covering multiple kinds of employee learning. Training is a program that helps employees learn specific knowledge or skills to improve performance in their current roles.
The market research landscape is changing with a lot of innovations on the ways of doing fieldwork. In many market research organizations face-to-face methodology has been rested for automated studies.
A fact Mr. Abhik Gupta , Managing Director, Nielsen East , West and North Africa alluded to when he said “ In Nielsen ,we have gone hundred percent automated “.
Kantar TNS is on that threshold as well. In most market research organizations these days you hardly see questionnaires that used to be the hallmark of research agencies those days.
This innovation has thrown up a lot of possibilities as well as challenges in the industry. Those employees –both regular and consultants would have to brace up and adapt to the new environment or be shown the way out. Beyond being adaptable to the present situation, there’s need for constant training in the industry as instruments of market research keep evolving.
Regrettably, there’s no institution that is on ground to pioneer the much needed training in the industry.
There’s never a time the need for training in the market research industry has been found necessary than now. Apart from the fact that a training program allows you to strengthen those skills that each employee needs to improve, there’s also the need to learn how to diversify one’s portfolio especially now that budget for market research is nose diving , no thanks to the nation’s present economic disposition.
The present Nigerian Marketing Research Association (NiMRA) Exco during their inauguration last year promised to make training one of their priorities but nothing much has been seen so far in that respect. The time to act is now!