Charlotte Mason
Charlotte Mason

Up Front Analystics reached out to Charlotte Mason, head of the marketing department and C. Herman and Mary Virginia Terry Chair of Business Administration, as part of its interview series on research program directors. Mason is the director of the Master of Marketing Research Program, and was recently named by Marketing EDGE as Outstanding Educator of the Year Award in 2014. 

She spoke about the marketing industry, best practices for conducting high-quality research, and the best time to pursue post-graduate marketing degrees. 

An excerpt of the interview is copied below. The full story is available from Up Front Analytics. 


Up Front Analystics: What do you think is the biggest challenge facing the market research industry?

Mason: I think there are two very different types of challenges.  First, in an environment of shrinking budgets, is the challenge to demonstrate the value of good market research. Second, the challenge of understanding the value to market research of ‘Big Data’, including social media and the multitude of unstructured data such as text, images, and video.


What direction does market research seem to be trending toward? Any particular field or method which seems to be picking up speed?

One trend is toward an increased role in the decision making process as a partner, trusted advisor and consultant.  In terms of methods, there is increased use of behavioral information as well as non-conscious response such as implicit associations and biometrics (e.g. eye tracking, EEG, facial coding).  Also, mobile research is picking up speed allowing for “in the moment” research.


What has been the biggest change in the market research industry in the past 50 years?

50 years ago it was 1965 and information was scarce, expensive to collect, and analytical methods were unsophisticated by today’s standards. Because of rapid advances in technology – including grocery scanners, computing power and software, and the internet –  data is abundant and analytical methods are greatly expanded and widely accessible.

The full article is available online.