FUTURE TALENT MEETS THE INDUSTRY

ESOMAR Congress 2007

Name: Melanie Wägele
Nationality: German
Year of birth: 1982
University: Otto-Friedrich-Universität Bamberg
Title of course/programme: European Business Management
Contact me

Professional/career ambitions:

I am interested to work in a job which deals with all the processes concerning the marketing of products or services. By processes I mean the different stages in which strategies and concepts concerning the products or services are developed. This is for example Market Research, where information and consulting about customers and markets is provided, but it is also Product Management, where it is decided how products or services are marketed and finally, there is Category Management, where there has to be decided where and how to sell the products or services. I would like to work as a product manager or communication manager for a company producing fast moving consumer goods or durable consumer goods. In my opinion it is fascinating to develop concepts and strategies with the finality to persuade the consumers to buy a particular product. I would also be interested to work for a company focusing on Market Research as I am very interested to find out how consumers behave, the way they buy and what they are particularly interested in.

Interest in Market Research:

The Market Research industry covers a lot of different topics and is therefore a very diversified industry. This diversity is what makes Market Reseach in my opinion such an interesting industry. From a macroeconomic perspective, there are new markets emerging such as China or India on which information about the market itself, the consumption behaviour and the consumers’ preferences is required. From a microeconomic perspective, companies demand information about their products to be able to develop strategies and concepts which lead to success. However, companies are facing new challenges such as a shift from mass marketing to direct customer contact. This leads to changes in the companies’ communication strategies and requires that companies know exactly who their customers are.
My personal interest in Market Research was aroused during an internship in the Market Research department of Volkswagen de México. Being involved in different qualitative and quantitative research projects about particular cars as well as about the car buyer’s market as a whole I could experience the above described diversity.

Final word on Market Research:

Market Reseach will become more and more important in the future. Therefore it is necessary to show young talented professionals now how fascinating this industry can be.

< BACK

Share |