FUTURE TALENT MEETS THE INDUSTRY

ESOMAR QUALITATIVE RESEARCH 2009

Adil Oussama Name: Adil-Oussama
Nationality: Moroccan
University: Ecole Nationale de Commerce et de gestion, Marrakech
Title of course/programme: Marketing & Sales
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How do you see the market research industry evolving and how can you contribute to it?

Market research becomes nowadays fundamental for all companies due to the complexity of the market environment. It is an economic sector that grows very quickly and involves many techniques those evolve constantly. Companies want to make differences and try to do their best to understand client behavior in order to attract more and more customers to reach their aim (generally it’s regarding quality or turnover).

Companies’ needs increase as they grow, that’s why we notice the development of new techniques used in market research such as biometrics ones.

For sure, the evolvement of market research will never pull up.

Concerning my contribution, I think that I can manage my competences to help it develop and extend, maybe by one of those two possibilities:

  1. Further develop the existing techniques

  2. Contribute to the emergence of new one

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

A market researcher has to be high skilled to accomplish his mission and succeed in his career. Some of them are studied at school, the others are instinct.

Firstly, a market researcher needs to have good communication skills, because his job is based on it. Management skills are required too, in order to best conduct his team.

However, the most important one is the analytics skills for the reason that the client will base all his strategic decision on the report that he will be given. In addition to the fact that, creative ability and flexibility are imperative to keep good relation with the customer and attain as many goals as possible.

Thus, in my point of view, to summarize this part, market researcher has to excel data analyzing and always be team oriented.


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

Concerning my career and my aspirations, especially after my internship in Synovate market research, I will do my best to work in this domain. In my opinion, when we are a market researcher, we use and apply all marketing aspects regarding the fact that all studies are unique and each one requires at least one or many aspects of marketing. Therefore, after some years of experience, I hope that I will have my own business and I will do my best to reach this aim.

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