FUTURE TALENT MEETS THE INDUSTRY

ESOMAR WM3 2008

Name:Mónika Sárossi
Nationality: Hungarian
Year of birth: 1987
University: Budapest Business School, College of International Management and Business Studies

Title of course/programme: International Marketing and Total Quality Management programme
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1. How do you see the market research industry evolving and how can you contribute to it?

I think market research industry is developing and evolving dynamically, especially by the help of computerization and innovations in this field. But market research also has to cope with rapidly changing environment, for example new technologies as digital media. I don't know how I can contribute to this industry right now but maybe when I will work, I would like to work in this field and then I can contribute to it with my own researches.

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

I think the most important skill nowadays for market researchers is to reveal consumers' hidden needs and wants. So it is not enough to ask them what they want or what they desire, market researchers have to find the signs in their answers, what their hidden needs are. The other important skill is to be a little "assertive" and they have to encourage people to answer because nowadays there is a little answer avoidance among people, and therefore the answering rate is very low.

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

Now I am in the last year at the Budapest Business School, and last month I managed to find my first job here in Budapest (marketing trainee at JohnsonDiversey Hungary). This is only an internship, but I'm very excited. After getting degree I would like to work in marketing field, mainly on consumer market.


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