If there's one thing i've learnt... Paul Nola

Careers advice from research practitioners. This month: Paul Nola, managing director, Buckingham Research

The best advice I got… "If you're not enjoying what you're doing, it's up to you to do something about it."


Always bear in mind… the client's ultimate business objective – it's all too easy to get bogged down in the details of a project so make sure you keep reminding yourself of the client's goal.


You know you're doing well when… clients come back to you and ask you to build on the work you've done for them. It's the sincerest form of praise. 


Don't underestimate… the impact and effectiveness of delivering great face-to-face presentations and – conversely – don't overestimate your audience's appetite for heavy PowerPoint slides.


A career in market research offers you… the chance to become an expert in fields you would never have dreamt of, from 3G tariffs to cat food and chocolate bars.


If I hadn't been a researcher… I would have been a football manager, a strategist or a geography teacher. Anything that involves drawing diagrams – those who have seen me in meetings know it's a guilty habit.


You should really read… Crossing the Chasm by Geoffrey Moore – it provides some fantastic insights into the reasons for the success or failure of high-tech innovations and it seems as true today as when it was written 10 years ago. 


Don't worry about… giving your client the bad news. Just make sure you have the evidence to support it and practical recommendations to reverse the situation.


Young researchers should… try to get as much client-facing time as possible – don't be content just to sit in the office and do the grunt work. The more time you can spend getting out and meeting clients, the greater your understanding of the industry.


The worst advice I got… was to invest in Northern Rock shares six months ago… something along the lines of "the turnaround's coming soon".


Keep asking yourself… "So what?" Make your information relevant to your clients – and their end clients.


If this industry could only… recognise talent and make a greater effort to keep it within the industry.


My career… has taught me that life is far more enjoyable and rewarding when you challenge yourself and step outside of your comfort zone.

June | 2008