FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2008

Name: Keith Last
University: Yale School of Management New Haven, USA
Title of course/programme: Masters of Business Administration (MBA)
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How do you see the market research industry evolving and how can you contribute to it?

Market research is growing more complex due to the different mediums and various customer touch points. The main challenge today is that the industry is yet to determine how to successfully track users across various platforms and behaviors. Our ability to find viable solutions and solve this puzzle will be invaluable to organizations toward better understanding customers. I personally, have seen how market research can improve a business. All functions can benefit from sales to conversion and from acquisition to retention. Insights into customer behavior can improve competitive posturing while meeting customer needs. I hope to be part of the solution about what market measurements make sense as technologies and customers become more complex.

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

There is an abundance of information available for market researchers and the ability to see past the clutter and successfully aggregate data and interpolate information is essential. Many people can analyze a data set to validate a hypothesis but the intuition to combine research skills with a deep understanding of customer behavior will take market research to a higher level.

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

Throughout my coursework at the Yale School of Management and while working at the US Tennis Association and American Express I have gained a better understanding of how market research and a focus on the consumer can impact the bottom line. I plan to focus my career on delivering customer satisfaction and finding better ways to connect with customers, which will aid in contributing to the larger goals of an organization. I can see myself making these contributions in a wide range of industries from financial services to consumer products or through an entrepreneurial venture. Regardless of where I take my career I plan to maintain a firm footing in market research to continually improve customer satisfaction.


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