FUTURE TALENT MEETS THE INDUSTRY

ESOMAR RETAIL AND SHOPPER 2009

Alexandros Skandalis Name: Alexandros Skandalis
Nationality: Greek
University: Manchester Business School, Manchester, UK
Title of course/programme: MSc in Marketing
CONTACT ME

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

I think that one of the main trends of the market research industry is the increasing use of internet surveys and especially for qualitative methods such as ethnography and grounded theory. Given the current complex and dynamic environments, the focus of companies will be not only to produce research findings but also insights which will help understand their customers better rather than just predicting their behavior.

With a solid background in both engineering and management through my undergraduate degree and a specialization through my dissertation thesis in emotional design, I believe that I have developed a strong knowledge in statistical and technical skills and in the implementation of both quantitative and qualitative research techniques which is further enhanced from the Master’s degree in Marketing I am currently attending.

I firmly believe that I have all the characteristics required to contribute in the evolution of the market research industry.

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

My opinion is that people with a variety of backgrounds and skills are required in the marketing research industry. For example, it is evident that technical specialists need a good knowledge in statistics and data analysis while for research directors, managerial skills are also required.

All people that are involved in marketing research should ideally have a solid knowledge in statistics and IT, along with a background in management and marketing with a focus on consumer behavior. Nevertheless something like that is not always feasible. I believe that a combination of people from different disciplines that are experts in the area of their specialization and are able to cooperate together is very essential.

Creative thinking and to be open minded is also very important in order to conduct a research along with the acquisition of strong verbal and written communication skills.

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

Ideally, I am looking for a permanent position in an international company in the field of marketing and if applicable in marketing research, with potentials of progressing in higher management positions and the opportunity to rotate in different countries. The prospect to set up my own business is also in my mind but not in the short term.

Most of all, what I am really looking for is a position that would be challenging and interesting and would give me the opportunity to improve both personally and professionally.

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