【實習酸苦甜】益普索Ipos 實習經驗分享
活動起日:2019-06-21 
發佈日期:2019-06-14 
瀏覽數:654  2019-07-16 更新


【企業資訊】

企業名稱:益普索市場研究股份有限公司

產 業:市場研究與行銷顧問服務

實習期間:2018年07月-2018年08月


【心得分享】

同學A:
    在Ipsos實習是一件特別的事情,公司裡的每個員工對我們的都很好,任我們自由發展,不強制我們過多,也同時尊重我們的每個想法。Ipsos也不像許多公司,上班氣氛嚴肅,相反的,我們每天都很歡樂,可以聊天或是大笑,因為公司秉持著的心態不是「實習生來幫公司做了多少事」,而是「實習生學到了多少」、「在公司上班開不開心」,這是令人感到備受重視,因此,我覺的能在Ipsos實習非常幸運。

 

    Ipsos的學習計畫非常完整,八週中每週都有學習主題,讓我們能循序漸進的學習,講師們個個用心與仔細地和我們講解執行專案的每個步驟,從計畫書發想到資料蒐集、處理,再到報告的產生,每個流程我們都完整學習與體驗。Ipsos與其他公司不同,並不侷限我們只能學習所待部門的工作與能力,反而盡其所能地教我們,把所有部門的工作都讓我們體驗過一次,像是DP和FW的工作,都是待在研究部門所經歷不到的,但我們卻把每種資料蒐集的方法都run過一遍,電訪、神秘客都是很特別的經驗。也因為有這完整的學習計畫,我們在第二個月執行自己的專案時,才能上手較快,也較不慌張無助。
 

    在Ipsos學習到最多的莫過於自己執行專案的過程,我們的專案並不是像以往實習生只找次級資料分析,而是完整的專案,從資料蒐集開始,也因為這個專案,讓我們扎扎實實地把兩個月所學都應用出來,這個過程也是收穫最多的過程,因為只有真的做了,才會知道怎麼做,會遇到什麼樣的困難等等。在最後簡報的rehearsal時,也從AD學到很多,像是簡報技巧、簡報製作、簡報流程等等,這些都是在學校學不到,也沒有人會教的東西,只有來到了企業,自己做過一次,才會知道方法為何。而這也是第一次我們面對整個企業做簡報,有一定的壓力,但壓力過後是滿滿的成就,謝謝公司給我們這個機會展現自己的能耐。
 

    在Ipsos的兩個月很充實,也很快樂,謝謝公司給我們機會實習,也謝謝Mentor對我們的悉心照顧,在專案上的協助與陪伴,特別暖心,能夠和Mentor或其他員工成為朋友,而不僅是上下關係,是最值得的部分,謝謝一切。
 

    Being an intern at Ipsos was one of the most special things in my life. Everyone in this company treated us very well. The company lets us greet develop without any restrictions, and respected each of our ideas. Ipsos wasn’t like many other companies where their working atmosphere were serious. Instead, Ipsos was filled with harmony and joy everyday. We could chat or laugh at anytime, for the company’s spirit wasn’t focusing on “how much benefit the interns could bring to the company,” but “how much the interns learn and whether they are happy or not.” Therefore, I was very lucky to be an intern at Ipsos. 
 

    The learning plan at Ipsos was very through. There were different topics every week so that we could learn step by step. All lecturers carefully taught us each step of the project, from proposal to data collection and processing, then to report. We were able to learn completely and gain experience in every process. Unlike other companies, Ipsos didn’t limit us to only learn the work and abilities of the research department. Instead, they taught us as much as they could, and let us experience the work of all departments, such as DP and FW, which were things we couldn’t experience in the research department. We ran all the methods of data collection including CATI and mystery shopper, which were both very impressive experiences. Because of this learning plan, we felt more comfortable and more confident when we began to execute our own project in the second month.
 

    I learned most from the process of executing our own project. Our project was different than the interns before, who only looked for secondary data to analyze. We did a complete project, and started from data collection. Because of it, we could apply all of what we had learned during these two months. This process was the most rewarding, too. Because we had the chance to try once, we could know what to do and what kind of difficulties we would encounter, and so on. During the final rehearsal, I learned a lot from AD, such as tips for presentations and presenting products. These are all things that we couldn’t learn from school, and no one else would have taught us. This was also the first time we had a speech in front of the whole company. It was a lot of pressure, but after finishing the presentation, we were fulfilled with achievement. It was a good way to show our abilities to everyone.
 

    The two months at Ipsos made me fulfilled and happy. Thanks for giving us an opportunity to have this internship. I also want to thank my mentor for taking care of us, helping, and accompanying us to finish our project. Being able to make friends with my mentor and other employees was my pleasure and the most worthwhile thing. Thank you for everything.



同學B:
    在益普索實習對我來說是一個全新的體驗,開始實習前,市場研究於我而言只停留在選舉前的民意調查這樣的概念,來到這裡,益普索為我們規劃了八週完整的課程,也安排了mentor一步步的帶著我們探索這個未知的領域。我們在每一週都有不同的學習主題,藉由不同的主題,我發現市場研究其實是一個分工非常精細的行業。從客戶提出他們的疑問開始,研究員會針對不同的產業以及不同客戶的需求去設計研究,接著向客戶提出提案,這一步也是決定公司能否拿到專案的關鍵;再來依據質化或量化的研究,研究員還需要設計問卷或是規劃座談會/深度訪問的討論大綱,接著Field Work部門會為研究尋找合適的受訪者(這跟「不管是誰,只要有人填問卷就好」的心態完全不同),也有專門的訪員來協助研究的進行,資料搜集完成後,還需Data Processing部門來分析資料、出table、coding,最後再由研究員統整,把繁雜的資料,精簡成清楚易懂的簡報呈現給客戶,在這一連串的過程中,團隊合作是最重要的事情,而我也看到了一個專案的完成,不僅僅只是最後在台上簡報的人的功勞,背後還集結了好多人的心血和貢獻才完整了它。

 

    在這八週中,我印象非常深刻的幾次經驗包含了(1)電訪員體驗:打了三個小時、上百通的電話,但只成功完成五份問卷,大部分的時間都被民眾用各種理由拒絕、也有直接掛電話的。(2)神秘客體驗:我們到中華電信和台灣大哥大扮成一般消費者,實際上卻是在稽核門市人員的服務品質以及門市環境,過程中要錄音、記住考核項目還要小心不露出馬腳。(3)跟Chun搭計程車到三峽深度訪問一位患有COPD的爺爺,瞭解這位患者的patient journey以及用藥過程,從中觀察研究員訪問的方式、提出哪些追加問題。

 

    很感謝所有在實習過程中,指導過我們、給予我們幫助的益普索的大家,更感謝我的mentor凱西,他是一個很棒的mentor,在公司資源有限和機密考量下,竭盡所能地讓我和我的partner接觸不同case、學習學校沒辦法教我們的東西,也不吝分享他的經驗、關心我們的日常生活、跟我們吃飯聊天。經過這八週我對市場研究有了更深入的了解,也對在這裡接觸到的不同的產業有更多的想法,我學會用數字說話、將資料用最精簡、引人入勝的方式講一個大家都有興趣的故事。
 

    Internship at Ipsos is a whole new experience for me. Before I started my internship, market research was just like pre-election polls to me. Ipsos provided us a complete eight-week-course and also arranged a mentor, teaching us step by step and exploring this field with us. We had different topics every week. With these different topics, I found that market research had a very fine division of labor. According to different industries and different projects, researchers would design a research and then propose it to the clients. This step was also the key whether the company would take the project. Researchers also needed to design questionnaires or planned a discussion symposium/in-depth discussion guide based on qualitative or quantitative studies. Then, the Field Work department would find suitable respondents for the research (This is completely different from the concept "No matter who it is, just answer the questionnaire.") After data collection completed, the Data Processing department would analyze the data, output the table, and do the coding. Finally, researchers would integrate and simplify the complicated information into clear, understandable slides and present to the clients. During the process, teamwork is very important. The completion of the project requires many people putting efforts into it, the honor is not only for person who gave the presentation.

 

    For the past eight weeks, I was very impressed by several experiences including (1) CATI: I spent three hours and made hundred hours of phone calls, but only completed five questionnaires. Most people made several excuses to reject the interview. Some even directly hang up the phone. (2) Mystery Shopping: We went to Chunghwa Telecom and Taiwan Mobile store as a customer. However, what we did is to audit the service quality of the store and the store environment. During the process, we must record and remember the assessment standard and be careful not to be discovered. (3) IDI: I took taxi with Chun to Sanxia to visit a patient with COPD. We interviewed him about the his patient journey and medication process. It was a good experience to observe how to interview a person and when to ask further questions.

 

    Anyway, I am very grateful to all Ipsos members who have guided us and helped us during the internship. I am also very grateful to my mentor Cathy. She is a great mentor. With the company's limited resources and confidential considerations, she did her best to let me and my partner participate in different cases. I learned a lot from her, some even can’t be taught in school. She shared her experience, cared about our daily life, chatted with us, just like our sisters. After the internship, I gained a deeper understanding of market research, and thought more about different industries. I learned to speak with numbers and use the most simple and fascinating way to tell everyone the story I want them to know.