We’re strong believers in nurturing talent from the ground up. Last year, we were thrilled to see this philosophy in action as our Research Executives took part in the MRG’s annual Tools of the Trade training programme, a cornerstone in the development of early-career researchers in media.
The 10-week programme provided us with a comprehensive overview of the fundamentals of media research. From foundational methodologies to emerging techniques, the training offered both theoretical grounding and practical application, equipping us with the tools needed to grow into confident, capable researchers.
Each session was led by industry experts with guest speakers offered real-world insights into the diverse landscape of media research – from learning how cinemas consider their ad placements to radio listenership tracking and television audience measurement.
Ben, one of our execs said:
“Tools of the Trade was a great chance to hear from industry professionals on areas of media research I hadn’t worked in before. Their real-world insights made the sessions really engaging, and I’ve already started applying some of their tips in my day-to-day work. “
Naturally, the evolving role of technology in research got plenty of mentions, especially AI. With Tapestry already exploring AI applications through our own tool, Daisy (and some more exciting AI-powered applications coming soon!), the conversations around synthetic data, data fusion, and machine learning sparked a lot of interest and internal dialogue. It’s exciting to see how innovation continues to shape our industry.
One of the most rewarding aspects of the programme was the opportunity to meet with clients and fellow attendees in person. In a world increasingly defined by virtual meetings, these face-to-face interactions were invaluable for deepening relationships and building meaningful connections. For some of our team, it was especially gratifying to see projects they’d contributed to featured in talks.
As our colleague Luke reflected:
“I worked a bit on the Thinkbox ‘Context Effects’ study, so it was excellent to see its findings discussed in Rupen Shah’s talk during the session about television. It’s a great reminder that even after key findings are made and a final report shared, our research has a lasting impact.”
We were also proud to see Tapestry represented on the other side of the podium. Our own Elle and Matt were invited to speak as part of the programme – Elle covering the essentials of effective questionnaire design, and Matt exploring the world of advanced analytics. Their contributions were a testament to the expertise and passion we strive to cultivate across the agency.
The Tools of the Trade programme wasn’t just about learning. It was about sharing, collaborating, and investing in the future of our industry. A big congratulations to all who took part, we’re already looking forward to sending our next wave of junior researchers to the 2025 sessions!