The magic of storytelling : learning the craft at Millward Brown.

• Main Author: Huynh, Kim Phong.
• Other Authors: Marko M Skoric
• Format: Professional Internship (PI)
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/18726
• Institution: Nanyang Technological University

This report documents the learning journey of an intern at Millward Brown, one of the world’s top ten research agencies. As part of the curriculum structure, third year Communication Studies students at Wee Kim Wee School of Communication and Information are required to undergo a 24-week Professional Internship (PI) at an organization. The author chose to work at Millward Brown so that he could immerse himself in the market research sector and had a taste of what the future working life as a market researcher is like. Throughout the report, bits and pieces of experience of the author as an intern will be weaved together to provide a snapshot of the vibrancy of the market research sector through the lenses of Millward Brown. This report, hence, seeks to give an insight into the internal structure of Millward Brown, the services it provides as well as its relationship with clients and its position in the research sector. In addition, this report also outlines the training and the knowledge that the author has acquired as an intern research associate as well as how he has applied this training in his daily jobscope with four different clients: Johnson & Johnson, Pepsi Co., Cerebros, and Gillette. Above all, facets of the working life, working environment, and other social skills required at work are also reflected on in this report. The author concludes the report with the major takeaways he has from 24 weeks of hands-on learning that will in one way or another provide him with a better picture of the working world that he might join one day.