FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2008

Name: Lauren Skelly
University: Carleton University, Canada
Title of course/programme: BA Major Political Science, Specialization in Canadian politics

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

The market research industry, in my opinion, provides an unparalleled avenue to capture and understand the nuances of public opinion. Who work in the market research industry have the benefit of constantly having our thumb on the pulse of the population. I feel as though this insightful tool can be implemented with a much broader scope than it is being used for now. In the market research industry, there appears to be many gaps where social and market research techniques could greatly benefit marginalized populations. I feel as though there needs to be more of a movement and evolvement towards using this great tool to analyze impacts of initiatives happening here at home and abroad. We have come so far in terms of methodologies that it is important that we use these developments to engage citizens whose voice is not always heard.

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

Market researchers are often caught between a rock and a hard place when it comes to the necessary skills needed to pursue successful careers in the industry. A market researcher needs to have the analytical and detailed oriented skills to work with data. In concert with that, market researchers need to be personable, amicable and outgoing in order to pursue fruitful client relationships. In my experience, it’s a hard time to find somebody who fits both of these requirements. Market researchers also need to embody a strong sense of curiosity. That want to delve deeper into something or to discover something new is also very important.

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

I hope that I am able to use these skills I have learned at school and at Harris/Decima to pursue my goal to conduct social research in developing countries. I hope that I am able to use my skill set in a way that benefits others and helps organizations better understand their impacts on these marginalized societies.


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