FUTURE TALENT MEETS THE INDUSTRY

ESOMAR WM3 2009

Antti Sihvonen Name: Antti Sihvonen
Nationality: Finnish
University: Helsinki School of Economics, Helsinki, Finland
Title of course/programme: Master student, Major subject: marketing; minor subject: information technology program, specialization in content & media
CONTACT ME

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

I would view that the industry has to adapt to the changes happening in the markets. As B2C and B2B markets get more polarized the need for new approaches such as mixed method research becomes crucial. Hence I would view that my contribution could be in these new and emerging branches of research and as a student I am privileged to be able to be in the cutting edge of science.

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

As in science, there are two ways to be a great researcher, which are either to be a great thinker or a vigilant observer. I myself belong to the second group and view this as crucial skill in the present, ever-changing, environment. In addition I would view that the ability to be open minded and being able to stand setbacks are important skills.

Market research in my mind is a two way street where you have to be able to understand your clients, their needs and expectations but also your subjects of research in order to produce results.

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

When talking about career, everything is possible and giving specific plans is quite hard. At the moment I would view that a great career could unfold in the interface between academia, coaching and consulting. Being in the cutting edge of research and utilizing that knowledge in both the business world and academia sounds like a plan for me. Although I wouldn’t view entrepreneurship as a bad option either. As in all areas of life, passion for the things that one does is essential and hence I would view that my career always goes to a direction which I believe in.

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