FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2008

Name: Patrick Pfefferkorn
University: Ludwig Maximilian University, Germany<
Title of course/programme: Political Science
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How do you see the market research industry evolving and how can you contribute to it?

To me the keywords of a future Market Research Industry seem to be Technology, Speed, Quality and Ethics. Web 2.0 applications make a big field of new methods possible. We will see even more new innovative and creative methods (online and mixed) rise and decline. Especially for qualitative research there are still uncountable opportunities. Movements like social networks, blogs etc. and the development of qualitative research software to collect and analyze this data will ease the gathering of information. But of course quantitative research, for example the improvement of panel questioning, will play a role in the future, too.
Furthermore I see the sector of participating, passive methods like ethnography and webnography grow bigger. The Internet brought the industry to a new stage of consumer interaction. It is possible to trace nearly every step the consumer makes; particularly in the internet. And the market researcher receives this information quicker than ever. It is a big task for the future to handle this information in an appropriate way. Appropriate in this context means while using the advantage of the new Speed not to let the quality of your work suffer.
This brings me to the cons of the new technology. The challenge will be to secure validity, reliability, sustainability and quality of the data and, after all, work in an ethically proper way.
My contribution to this development consists in accepting these challenges and have them in mind when I work on a certain project.

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

A today’s market researcher is not just a data provider. Market Research has taken a shift in the direction of consulting. So the modern market researcher has to be specialist and generalist at the same time. While working with his data, he has to think of the bigger image.
He needs to have good analytical skills and work in an open-minded, creative and innovative way. More than in the past he has to be able to develop a specified, elaborated concept which fits perfect on the clients needs.

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

In the next year and after my graduation I want to gain work experience in an international company. There I would like to work mainly in an analytical and conceptual way and explore the potential of my creativity. I see myself in a responsible, inspiring position within the next 3-4 years.


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