FUTURE TALENT MEETS THE INDUSTRY

ESOMAR PANEL RESEARCH 2008

Name: Edel Coakley
Nationality: Irish
University: The College of Business, Public Policy and Law, National University of Ireland
Title of course/programme: Bachelor of Commerce with French.
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How do you see the market research industry evolving and how can you contribute to it?

Hyper –connectivity and web 2.0 are buzz words currently been used in global enterprises. Hype-connectivity can be defined as a culture of people who are increasingly reliant on the internet for everyday tasks i.e. on-line-banking, social networks like Face book, bebo and second life. Dave Quan Chief Information’s Officer for Nortel Networks has carried out research that shows that 40% of people aged form 18-40 are hyper-connected and this will increase to 60% in the next five years. As a result Nortel are aligning their market strategy by setting up a customer centre in the social network site ‘Second Life’. I think there is a door of opportunity here for all marketing companies to follow and explore these on-line virtual worlds like Second Life. One approach could be to partner up with International companies like Nortel to data mine their information and combine the two strengths to aid marketing research.

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

A researcher should have good interpersonal and communication skills not only with colleagues but with customers and suppliers. It is also important to have good organisational skills and the ability to balance more than one project. A researcher needs to be creative a lateral thinker and have a good knowledge of how marketing fits in to the whole business strategy. Above all I think it’s important to be a good listener.

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

I am highly motivated in having a career in the marketing industry. My main aspirations would be to work in a prominent company where I could gain valuable experience working in different roles such as account manager or brand manager and specialize in one of these areas. My aspirations would be to work for a major brand or company in the global market and be part of many successful campaigns.


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