FUTURE TALENT MEETS THE INDUSTRY

ESOMAR INNOVATE 2008

Name: Gentiana Qavolli
Nationality: Swedish
Year of birth: 1986
University: Baltic Business School, Kalmar
Title of course/programme: Bachelors degree in business administration.

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How do you see the market research industry evolving and how can you contribute to it?

I can see the market research industry developing due to the changing society; the customers today are more individualists and are seeking experiences. The products attribute is no longer essential, rather than what the product has to offer in exchange of an experience that the individual gets from it. Today’s marketing research should to concentrate on the individuals needs and lifestyle instead of identifying segments from a more traditional point of view. Depending on how detailed and focused a research is, a company can find a more correct way of doing marketing by finding a way of meeting and creating desirable experience for the individual.

This due to the deep information a research can get when doing it in a detailed way. For instance, one way is to do more observations on costumer behavior rather than doing a questionnaire.

I can contribute to this by knowing that asking direct questions will not always be the best way of understanding the customers’ needs. It is the unconscious behavior that will give us a better understanding of what the individual needs and wants. Therefore, I see that observation being done as an alternative way of research will contribute to a deeper knowledge about the costumers and the individuals that is purchasing the products.

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

The necessary skills for market researchers are to know how to analyze and be creative by thinking “outside the box”. In this way one can capture the customers’ emotions of today and in the future. Market researchers should be able to find innovative solutions that will contribute to individuals’ experiences. They should also be able to sense the new trends within the society.

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

I see myself working with innovative marketing to help companies create optimal solutions for their customers. This because I see that innovative marketing is something necessary for a company to succeed in today’s struggling competition. I want, as a consultant, to use my knowledge within marketing to evolve a company’s way of doing it. I am striving to work with companies that have an ambition to work in the future with innovation and creativity.


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