FUTURE TALENT MEETS THE INDUSTRY

ESOMAR INNOVATE 2008

Name: Linda Arvids
Nationality: Swedish
Year of birth: 1983
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?

The marketing research industry is changing due to the changing society and costumers’ needs of today are not only being satisfied through the practical attributes offered by products but also the emotional aspects that come with it. Therefore I believe that marketing researchers have to be more detailed and focus on the individuals’ needs and lifestyle and not only identify different segments with a traditional point of view. Today the costumers are looking for different experiences and not a physical product on itself. Depending on the detailed information that could be gathered through marketing research, a more correct way of marketing can be conducted to meet and create an experience for an individual.

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

To let go of the traditional way of viewing costumers as different segments and try to see the costumers’ as individuals. The marketing research need to be more personal and focus on people’s different lifestyles. By a new way of thinking you can capture the emotions of consumers today and understand how the customers will act and look for in the future.

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

I will most likely work with innovative marketing to be able to always be one step ahead and create customers satisfaction through sensing and spotting ongoing trends within society. I am interested in working with international strategic management for a company that is willing to adjust to the future needs of new evolving markets. I believe that strategic management is a position were I see myself in the future and where I will be able to lead a company to success, not just for the moment but in the future.


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