FUTURE TALENT MEETS THE INDUSTRY

ESOMAR FRAGRANCE 2009

Aliza Sharfe Name: Aliza Sharfe
Nationality: Canadian
University: International University of Monaco, Monaco, France
Title of course/programme: MLUX – Master of Science in Luxury Goods and Services – Specialization: Beauty (graduating in June 2009)
CONTACT ME

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

The market research industry is evolving as new tools and techniques are developed. For instance, the emergence of web 2.0 has been very important, as it is highly interactive. Tools to consider include social networking sites, Second Life, blogs, forums, and the like. Researchers can also use existing tools in new ways. For example, market segmentation can now be based on metrics such as psychographics (lifestyle), and dreams.

I can contribute to this field by staying abreast of these changes, and bringing my analytical skills and personal experience to the arena. My educational and professional paths have taken me to Canada, China, the US, India, and Monaco, making me a member of the new "global generation." I have gained a heightened cultural sensitivity, which is useful when studying foreign markets.

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

In the present environment, market researchers need hard skills, which can often be trained, but soft skills are increasingly more important. Markets are made up of people, so market researchers must have a high level of emotional intelligence in order to communicate with people, relate to people, and understand people.

Market researchers also need to develop a global perspective, and in the fragrance industry in particular they must learn about the cultural context of scents.

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

After completing my MSc. in Luxury Goods and Services, I am looking to gain professional experience with a global luxury company. It would be very interesting to work in the marketing department because it is quite different in this industry than in others - instead of researching what people want, it is about researching what people will want next. My aspiration is to remain a life-long learner, eventually gaining an entrepreneurial role within an organization.

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