ESOMAR WM3 2008

Name: Zsófia Andai
Year of birth: 1985
University: Corvinus University of Budapest
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1. How do you see the market research industry evolving and how can you contribute to it?

Currently people’s life is rapidly changing; therefore measurement of their behaviors is not easily followed by the MR industry. Some old approaches does not work any more, new methods are required. It seems that researchers also have to focus more on the objectives of the clients, make closer relationship with them, not to be only data and information suppliers but provide more services, like a consultancy firm does.
Considering the dynamic of the market I think the industry will further expand by global mergers and acquisitions to address the challenges of the globalization and the international researches for the multinational companies.
And how can I contribute to all this? I am really interested in marketing; what, how, why, people think, feel, consume, decide, purchase and I believe that my skills and knowledge let me work on these fields.

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

On the one hand, they surely need excellent analytical skills, knowledge of market research tools, applications and methods and the ability to see through and handle enormous mass of information. Nevertheless “soft” skills, especially communication, are also essential. Understanding the aim of the research and selling the research to client are also impossible without clear communication. When it comes to international environment, cultural awareness also plays a significant role. Finally, nobody can live without effective time management skills!

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

I am in my final year at the University, so both the research industry and also the client parts are really attractive at this stage of my life as a possible future workplace.
The only thing that is obvious, that after the graduation I would work for a multinational company to gain international experience.

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