FUTURE TALENT MEETS THE INDUSTRY

ESOMAR QUALITATIVE 2008

Name: Franziska Breitling
Nationality: German
University: Universidad Pontificia Comillas, Spain
Title of course/programme: Business International studies
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How do you see the market research industry evolving and how can you contribute to it?

The evolution of the market research industry in the last 15 years has been quite significant. The volume in millions of Euros has almost tripled. I assume that with the appearance and the opening of new markets due to the ongoing development of globalization the industry will develop further. I see I could make a positive and substantial contribution to this development in the improvement of my personal and professional skills: professional skills which I adopted during my studies and that I will develop further in the upcoming years and personal skills which I adopted through travelling, living, working and studying abroad. I think I am an open-minded and curious person that has a certain sensitivity for her surroundings and other people, which is of particular importance in the qualitative sector of the market research industry.

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

In my opinion there are two different types of skills a market researcher needs to have. On one hand professional skills that he or she developed and adopted during studies or later on during professional life. Among those I would like to highlight analytical skills; as a market researcher must be able to handle figures and the ability to synthesize and present the discovered outcomes. On the other hand a market researcher needs to have certain soft or personal skills. He or she needs to have an understanding of people and needs to know how to respond to different characters. In the present time of ongoing globalization, the need of communication skills in terms of the ability to speak different languages acquire a critical importance. And not just that! The knowledge of different cultures and a certain predisposition in order to approach people and being responsive to their needs and necessities are also important.

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

First of all I will finish university from which I will graduate in 2010. Later on I think I will go further with my strong interest for psychology. So I will apply for a master in psychology or more specific program such as business psychology. About the future, I’m not quite sure yet, but right now I can imagine myself working in an international company in either the marketing or market research department in a position with personnel responsibility. Consulting is another possibility.


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