You’re a market researcher. How can you use your skills to make a positive impact on society?

3 Explore and anticipate trends

A third way to use your market research skills for good is to explore and anticipate trends that shape the future of society and the environment. For example, you can use secondary research, such as reports, articles, or databases, to identify and analyze the drivers and implications of emerging phenomena, such as digital transformation, urbanization, or aging population. You can also use primary research, such as scenarios, workshops, or foresight tools, to generate and test alternative futures and visions that reflect the needs and aspirations of different groups and communities. You can then use your insights to inform and inspire decision-makers, innovators, or activists to create positive change.

4 Engage and empower people

A fourth way to use your market research skills for good is to engage and empower people to participate in the co-creation and co-delivery of solutions that matter to them. For example, you can use participatory methods, such as community mapping, storytelling, or prototyping, to involve and consult people who are affected by or interested in a specific issue or challenge, and to elicit their ideas, opinions, or feedback. You can also use facilitation methods, such as games, workshops, or events, to enable and support people to collaborate, learn, or act on the solutions that they co-developed or co-selected. You can then use your skills to communicate and disseminate the results and impacts of the engagement and empowerment process.

5 Develop and grow personally

A fifth way to use your market research skills for good is to develop and grow personally as a professional and as a citizen. For example, you can use your skills to pursue your passions, interests, or hobbies, and to learn new things, explore new fields, or discover new opportunities. You can also use your skills to contribute to your community, society, or planet, and to make a difference in the lives of others, especially those who are less fortunate or more vulnerable. You can then use your skills to reflect on your actions, achievements, or challenges, and to improve your competencies, capabilities, or character.

Market research is a valuable and versatile skill that can be used for good in many ways. By applying your knowledge and methods to various domains and causes, you can make a positive impact on society and the environment, and also on yourself. What are some other ways that you can use your market research skills for good?