Next Generation of Insights Professionals: Using Marketing Research to Give Back

Presented by Dr Catherine Frethey-Bentham and Helen Jarrett, University of Auckland.

Catherine is a Senior Lecturer in Marketing with the Faculty of Business and Economics at the University of Auckland. She is joined by Helen Jarrett, one of her past marketing students.

This presentation tells the story of an academic competition for 50 to 60 year three students at the University of Auckland Business School. This competition brings market research to life with the opportunity to work on a real-world project for a non-profit organisation: in this case, the Housing Foundation. Hear how the next generation of insights professionals’ experienced the challenges of a research project with interviews with students, lecturers, mentors, and clients.

The paper is co-authored by Paul Gilberd, General Manager for Strategy and Development at the Housing Foundation, and Horst Feldhaeuser, Group Services Director at Infotools.

This session was presented at the 2019 RANZ Conference in Auckland, where it won Best Paper.

Please wait in the foyer on the ground floor to be collected from 11:50am.

If you arrive after noon, please call Daniel Brownie on 021 023 78182 to gain access to level 13, as it is a locked floor.

You are welcome to bring your lunch.