If you've ever thought, “What can I do with my psychology major?” you wouldn't be alone. But the encouraging answer is, “a lot,” especially in this age of human-generated data. What made someone click on that ad? Why did they spend the most time on this web page? What time of day is best for reaching particular consumers? A career path known as consumer and audience analytics may be for you. In a marketplace increasingly driven by data, with greater volume and access than ever, the demand for skilled consumer and audience analysts is at an all-time high, particularly in the digital space. If it's not a career path you've considered, think again, as psychology students are well-positioned as those who study human behavior and learning why we do the things we do.
So, how does one prepare for a career in consumer and audience analytics? We asked some of the top consumer/audience research executives who hire analysts. Interviewees were from organizations such as Google, ESPN, Univision, Starcom MediaVest, NBC Universal, The Nielsen Company, the Media Rating Council and members of the Council for Research Excellence. Here's what they told us.
The Ideal Audience/Data Analyst Hire
The ideal analytics candidate could be described as “someone who has the skills and technical/analytical know-how, but who can also translate the data and extract meaning,” according to one of our sources. Some describe this skill as the ability to “connect the dots.” Persons skilled at connecting the dots first detect trends and patterns, and then translate and interpret data and findings into actionable insights. They will synthesize the data in order to tell clients what matters and why. They have an ability to distill findings, see implications and tell executives what they need to know in a succinct, usable form, e.g. “Here are five things you should do right now, based on the findings.”
Types of Data Analysis Skills
Both primary and secondary research skills are important for today's ideal analyst job candidate. General data literacy and evaluation of data quality are also essential. It is important for today's data analysts to understand how to approach and utilize both structured and unstructured data, and how responsible fusion of the two can provide fresh insights.
Some interviewees cautioned that, in the age of “big data,” it's important not to lose sight of core methods such as focus groups and surveys. In fact, qualitative insights are becoming increasingly critical—understanding the psychographic traits that drive behavior. Qualitative research also often provides the necessary context for quantitative findings.
Respondents agreed that a grounding in statistics is essential. Some said multivariate analytical capabilities would give today's candidates a “leg up,” but at the very least, hires need to be statistically conversant. Advanced Excel knowledge is a must; SPSS or SAS can be useful. Executives also said consumer/audience analysts should at least be conversant, but not necessarily fluent, in computer programming and coding skills. Programming languages such as R and SQL were recommended. Most organizations use a team approach (media analytics personnel + data scientists) to extract needed findings from large, complex data sets.
Soft Skills and Personal Qualities
Because being an effective analyst is part art and part science, here is the “art” that our interviewees said makes for the best analyst: natural curiosity. This curiosity drives them to ask new, original questions, and allows them to see things that others don't—and then analyze something because they just want to know. They are also adaptive and open to change.
Where to Find Training
So how does one become a consumer/audience analyst? Some analysts develop new skills on the job or through various one-off training programs. Another option is to enroll in formal training. The University of Florida College of Journalism and Communications, for example, has an online master's program in Audience Analytics. The program prepares students in both applied and theoretical foundations to ask new questions, to see trends and patterns, to synthesize these trends, extract meaning, and identify implications. Other academic programs focus on related areas such as business analytics, marketing intelligence, or data science. For those who may not want a full degree, some certificate programs can be found in similar areas (typically 12-15 credits), or, if you are still an undergraduate, you may want to seek out courses or majors in media or audience analytics, or business/marketing analytics. The next generation analyst will have to master the art and science of data analysis and help usher in a new era of advanced and actionable insights. With a background in psychology, the curiosity, and the drive to understand human behavior, you already have a head start.
About the Author
Amy Jo Coffey, PhD, is an associate professor at the University of Florida and director of its online master's degree in audience analytics. Her research expertise includes audience analysis and media management, particularly ethnic and non-English speaking audiences in the United States and advertiser perception and valuation of such audiences. Her work has been published in Journalism & Mass Communication Quarterly, Journal of Advertising Research, Communication Law & Policy, International Journal on Media Management, Journal of Media Business Studies, Howard Journal of Communications, International Journal of Intercultural Relations, Journalism & Mass Communication Educator, Educational Technology Research & Development, Electronic News, the Handbook of Media Management and Economics, and The Handbook of Spanish Language Media. She also serves on the editorial boards of several journals and has served as an industry consultant. Coffey's professional background includes local radio and television news, as well as various roles within CNN.