Are you fresh graduates wishing to break into the data world?

Market research could be one of your options.

My journey working as a market/consumer researcher started before I graduated Bachelor’s. I was trained in Development Economics in Sebelas Maret University. I really love the discipline as my hope back then was that if I understood how the economy works, I might be able to contribute to eradicating poverty in Indonesia.

Fast forward to 2024, I realise it is too big of a task. HAHAHA!

During my thesis-writing period (i.e., skripsi), my supervisor at that time demanded a lot and definitely pushed me out of my comfort zone (for that I am eternally grateful to be under his supervision back then). He demanded that I do analysis on the topics that were not studied in classes (i.e., regression but make it difficult). The topic revolves around international economics. That experience, even though difficult, not only made me realise that I love to read and play with data and thought about pursuing a career in research.

At that time, I got to know Markplus magazine and a movie titled “9 Summers 10 Autumns: Dari Kota Apel Ke The Big Apple”. I read the magazines and watched the movie.

My take out after reading it and watching the movie: wow this is so interesting! I found a whole new world I never knew existed.

Initially, I wanted to pursue a career in economics research, but very soon realized how there was very little room in Indonesia to pursue a career in that area (maybe until now). Then, I found another world of research, that not only focuses on numbers but also requires a deep understanding of humans. So there I went.

At that time, nobody understood what I did, even my parents lol. But everytime people ask, I would just answer with: have you ever heard of ‘survey’? I work for a company that does that. Next time you see a new product launch from FMCG companies, very likely it is a product of thorough market research.

Even though I know market research is WAY MORE than surveys, that is the easiest way to explain what I do to people in general.

Back to the earlier point, I would admit even though the job market especially in data domain /research domain is now not in its best shape (hello geopolitical instability), it is still valid for you, especially fresh graduates, to aspire to work in the data world. Start your searching about market research/consumer research, understand what that is, learn a thing or two about it, and decide if you would like to pursue this area of career. This is like your Research Methodology class/seminar but in real world application. It is a behind-the-curtain works. But also this is where your work can actually create impacts to millions of people who's using the product as the result of your research.

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Thanks to my coach, Kak Farah Putri for inspire me to write this piece.