ESOMAR CONGRESS 2008

Name: Jason C. Kahn
University: Boston University School of Management, USA
Title of course/programme: Bachelor of Science in Business Administration
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How do you see the market research industry evolving and how can you contribute to it?

As new technologies continue to develop at a breakneck pace, I see a market research adapting to these new means of connecting with consumers. The application of more technology can help researchers collect better quality data from consumers in a non-intrusive way. After all, what consumers say they do is often different with what they actually do. New technology, from RFID tags to faster Internet connections can help researchers find out what is actually happen in the purchase decision and over the life of the product in a passive way. I’m excited to come into research at a time when researchers can dream up new approaches to data collection.

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

In today’s environment, I think it is crucial for everyone to have a grounding in the basics of technology both for data collection and data analysis. Flexibility is also very important as the environment is constantly changing. Finally, creativity is paramount for researchers to be able to find novel, useful conclusions in the wealth of data available.

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

I am interested in branding, specifically how strong brands are created and how branding elements affect a consumer’s purchase decision. I am also interested in how brand connections can be made for all the senses, from music to the scent of a product. In the long term, I’d like to work in product development and branding.


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