Research Down Under 2008: Passion, Perks and Booming Boutiques

By Anthea Berry, CCI Recruitment

The Australian market research industry continues to evolve with many new doors opening for researchers and with a diverse range of companies beginning to take advantage of the greater depth of business intelligence and insight that research can add to their business..

There are diverse opportunities for researchers, planners and analysts in corporate business and government funded institutions, as well as a multitude of opportunities within agencies. The booming Australian industry means huge demand for market research agencies, which are growing quickly to keep up with the demand. In addition to the high performing global research agencies, there are now over 100 boutique market research agencies flourishing across Sydney and Melbourne.

The Australian market is relatively open for those who want to start their own businesses. In this relatively young and fast growing economy, there is plenty of space for passionate researchers to branch out on their own, opening their own boutique agencies and consultancies. With much hard work and energy invested, these boutique agencies can expand, taking on more staff and bigger projects – which brings us to the current situation in Australia where these agencies are thriving.

So why are boutique agencies doing so well? For one, we have noticed that they are successfully attracting high calibre consultants who in turn are able to attract major clients. In smaller agencies the door is open to talk to the owner of the company with ideas that contribute to the success of the business appreciated and recognised. With less structure, less red tape and no territorial boundaries for obtaining clients the boutique environment is very appealing to many. In addition a smaller more intimate work environment allows for a greater sharing of experiences and a less political atmosphere. Another draw card for boutiques is the ability to offer senior staff equity on top of their salary, as well as the chance to work autonomously and grow business in areas of their passion. The eventual buyout of the smaller boutique agencies by the international companies, something we have seen quite a lot of recently, combines the best of both worlds. The passionate owners of the small agencies who have invested so much energy and time to get to their company to the stage where business is consistent and profitable, often look at selling as a way to develop their career further and give their valued staff an opportunity to expand their careers with added resources and scope to expand their exposure.

In today’s candidate short market, new ways to attract and retain talent are emerging. Both boutique and larger agencies are moving towards a more personalised environment where the individual’s needs are recognised and nourished – with individualised training and personal rewards such as birthday leave, Santa sacks for Christmas, company carbon cutback plans, sporting teams, charity adventure trips and themed parties. Agencies are recognising that people enjoy working for companies that have a moral heart and give something back to their community. Global agencies are becoming more flexible; providing child care, maternity and paternity leave, flexible working hours, professional training and development and superior tools including top analytics products. Where boutiques offer intimacy and flexibility, global agencies can support their staff through a more structured working environment with support at all levels.

So what does this mean for market researchers in Australia? Researchers are a valuable asset to businesses in Australia. You will be tempted with exciting opportunities in a broad range of industry sectors. In addition to this, Australia’s fantastic climate, high standard of living, flexible work/life balance, nurturing and personable work environments, great salaries and individualised training opportunities make bringing your research career to Australia the next big thing.

March 2008

Anthea Berry will be attending the MRS conference this month in London, ‘The Great Debate: Changing Business through better Consumer Understanding’ and welcomes those researchers interested in business and career opportunities to meet her for a discussion. To arrange this please contact our office by email cci@cci-recruit.com or give us a call on +612 9212 1215.