Three ways to inspire young researchers

As a leader in India, an important emerging economy, I am excited about 2020. The dynamic retail market coupled with the intersection of research and technology promises to make this a thrilling year for our industry. The time is ripe for us, as researchers, to push through boundaries and anticipate the future rather than study the past.

I have seen our industry evolve quickly over the last five years. However, only now the breaking down of silos is becoming glaringly evident, as more people are coming together to collaborate. Knowledge sharing is quickly becoming the new currency. It is an exhilarating time to be a researcher. 

But with all these exciting changes in the industry, there is a silent darkness creeping over it. Over the last few years, “research” as a word not only seems to have lost its meaning but now elicits reactions of scepticism. Our industry is fast losing its sheen, glamour, and respect thanks to the drivel, banal recommendations, and guesswork predictions being dished out under the guise of consumer understanding. This darkness threatens to overtake and obscure the research industry unless steps are taken to undo so much of the damage already done. 

The future

I firmly believe that the next generation of researchers holds the torch, as well as the key, to the future of the industry in India. It is therefore especially vital for them to reinforce the seriousness of the business and go back to doing what researchers do best, understanding consumer psychology and emotions. Researchers must think about businesses in their entirety because a shallow understanding of branding, communication, and business realities cannot be the name of the game anymore. Specific observations and recommendations are the need of the hour.

In this age of information, with the plethora of data that is available at the tap of a button, businesses still look to research to echo the voice of their consumers and to acquire actionable insights that will help them create an impact with their brands. This requires us, as researchers, to get better at asking the right questions: to get better at understanding human emotions; to get better at digging deeper… and yes, most importantly, to be excited about understanding and embracing the unknown.

We still categorise ourselves as qualitative, quantitative, or big data specialists. But the future of the research industry depends on our ability to adapt to these rapidly changing times and to adopt a cross-category and multi-disciplinary approach. So why are we still selling ourselves short?

Three ways to inspire

So how do we inspire the next generation of researchers to carry the torch forward?

In my opinion, Indian research companies need to make these three investments in their young researchers:

1. Training researchers to use the visual sides of their brains. Verbosity is a problem peculiar to India and therefore visual storytelling becomes important. We need to invest in training young researchers to use the visual side of their brain.

2. Turning the office space into moments of creativity. Creativity is always inspiring, and investing in teaching young researchers to express themselves and think creatively is crucial. Simple things like creativity in work zones or art around the office can do wonders for creative expression. For example, painting diyas during Diwali, as a team, was inspiring, therapeutic, and added a spark to the work we did.

3. Activities that engage in the expansion of the mind; a mind that is stretched never returns to its original form, and that is exactly what we want in our young researchers.

As a leader I would like to see a change in the industry I hold so dear to my heart but I realise that the change starts with me. The beauty of the future is that it is unknown, and yet, it is brought forth by an ever-evolving present. 

I end with a quote that I hope will guide us industry veterans and young researchers in 2020.  “Be the change you want to see in this world” – Mahatma Gandhi.

By Priya Lobo
Member of the Programme Committee for ESOMAR’s Asia Pacific 2020 conference
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