FUTURE TALENT MEETS THE INDUSTRY

ESOMAR Latin America 2008

Name: Carolina Padilla Garcia
Year of birth: 1982
University: Instituto de Estudios Superiores de Administración IESA
Title of course/programme: Master in Business and Administration. Marketing
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1. How do you see the market research industry evolving and how can you contribute to it?

Market Research is not anymore about just testing the concepts already developed by marketing managers or, giving marketeers long and complicated post mortem reports of performance indicators.
Market Research is becoming the area which provides valuable insights to understand consumers, improving the company’s ability to create value offers to satisfy real consumer needs. Market Research is being appreciated for its strategic role and contribution to the success of the company.  

2. What are in your opinion the necessary skills for market researchers in the present environment?

A market researcher must be consumer oriented. Being good at statistics is no longer the main capability needed to success, contemporary market researchers must understand what’s behind numbers: the real needs and desires of the consumer.

3. How do you see your career unfolding and what are your aspirations?

I see myself in 5 years as Marketing Director of one of the companies I admire. To get there is mandatory to have a strong understanding of consumers and, this is why Market Research specially interests me.


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