FUTURE TALENT MEETS THE INDUSTRY

ESOMAR PANEL RESEARCH 2008

Name: Siobhán McGinty
Nationality: Irish
University: The College of Business, Public Policy and Law, National University of Ireland
Title of course/programme: B.Comm (Marketing Stream)
Contact me

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

 

Advancements in technology have revolutionised the market research industry, the role of the market researcher within the industry, as well as the skills that they require to conduct their research. I suppose that the major element that is going to play a part in the evolution of the market research industry is the internet. The internet is ubiquitous with 6million users worldwide. Already people are quite reliant on it and it is quickly becoming an everyday tool within numerous disciplines. Only in recent years has eMarketing or internet marketing become a subject of study in its own right; being first introduced last year as a new subject on our own university curriculum.

For data collection, the internet has become a powerful information tool particularly for desk research for secondary data collection. With regard to primary research, I believe online surveys are destined to become a much more used and effective method of online primary research. Surveys such as email questionnaires, web-based questionnaires and on the qualitative side the online focus group are the future of primary research. They are much more cost and time effective, and reach a larger target audience than the fast-dying postal surveys ever did. One pitfall of current internet usage is that users tend to ne mostly in the 15-45 year old category, but I have no doubt that this will change, as already we are seeing developments with the Silver Surfers (55+).

Mobile Communications are also an important development in the Market Research industry. I think that it is fair to say that at least 85% of the 6 million population in the whole of Ireland own a mobile phone. Market researchers will be able to conduct surveys by sending SMS’s: by sending an SMS with a web link to a survey (as many phones now enable web connection), or indeed by sending a survey in the form of a downloadable application. I believe that this is going to be a successful in the development in primary research, owed to the sheer convenience of mobile phones.

In terms of what I can contribute to MR, I think it remains to be seen. I have the knowledge of the market research concepts components and techniques but still a long way to go before I actually apply these in the real world! Once I have completed my masters degree, and gained some experience however, I have no doubt that my potential contributions will be endless!

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

Finally, I think that Market researchers today need to be able to think analytically and be able to look past raw data to fond inner meaning so the data can be transformed into useful information. Researchers should be well educated in the area of market research and be familiar with terms such as quantitative, qualitative, primary and secondary research.
Researchers need to be emotionally intelligent and be a person with excellent social skills. They need to be patient with respondents, and creative with regard to how they construct and ask their questions so as to make the research as effective as possible. Researchers need to be good project managers and well organised as well meticulous to detail. I think that it is also important that market researchers are proficient in the use of computer applications , as their have been developments in technology in the past number of years with regard to software programmes designed to make the research process more streamlined. (SPSS)

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

I am an extremely driven, motivated, competitive individual, who has high standards of achievement and loves a challenge I can see myself enrolling in a Masters degree in Marketing, or maybe entering a graduate programme with a company to gain some hands-on experience.

I aspire to working in research initially, as I believe that it is a good, solid foundation for any marketing career. I also hope to travel the world and observe, first-hand, marketing practices in other countries and continents. It is my dream, however, to work to television, print and internet advertising, with a view to developing effective advertisements to prolong the PLC/SLC of the product or service in question.


< BACK
Share |