FUTURE TALENT MEETS THE INDUSTRY

ESOMAR ASIA PACIFIC 2009

Deepa Bharati Name: Deepa Bharati
Nationality: Indian
University: Amrita School of Business, Coimbatore, India
Title of course/programme: Final Year - MBA
CONTACT ME

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

Market Research industry is as old as marketing or any business itself. Over the period of time, MR has evolved through various phases be it straw polls or demography based MR, whether psychographic MR or benefit based MR. in this new millennium, MR has evolved as MR 2.0 version with all advanced and sophisticated techniques like neuro-marketing. Pattern of evolution of MR industry is observed to be different for developed and developing countries.

For developed countries:

  • Evolution of MR is highly co related with evolution of technology, especially information technology. For example, if we take into account the data collection part of MR, we observe that the role of technology has transformed it completely. Previously it used to happen through face to face interview, then through snail mail. When telephone became popular medium of communication, data collection started happening through phone. During the last decade of last century when internet became popular, online data collection stated happening. And now when mobile technology is being used widely by consumers, MR is looking for data collection through it.

  • MR industry has evolved from a just a support industry to a complete strategic unit for any business. It has moved up in value chain. Previously, it used to be MR agencies providing data collection and information support for its client but now they are MR consultancy providing useful business insight and strategic recommendations to their clients.

  • In developed countries, the evolution of MR is happening in two different directions. At one end, all big giants of MR like ESOMAR, AC Nielson, TNS etc. are spreading their presence in all countries through affiliation and trying to provide standardized MR solution while at the other end small MR companies are emerging at local level to cater to the specific MR need of the client by providing customized MR solution.

Evolution of MR industry in developing countries: They are in the stage where developed countries were a decade ago. Developing countries are the next growth centre for MR Industry as the growth rate is in double digits. In developing countries, MR industry is still seen more as a support function rather than a strategic unit for business. So there is chance for moving up in the value chain. Also, due to poor penetration of mobile, internet etc in developing countries, advanced methodologies of MR can not be used here. But developing countries hold huge potential for the growth of MR industry as the usage rate is not more than 30 or 40 percent.

My Contribution: As an individual, I think of contributing to the growth of MR industry by learning as much as possible about MR and its applications in the first few years of work life at TCS and beyond it by applying what I learned during my academic years in Amrita School of Business and the through invaluable experience I got during my summers. All the knowledge I have gained and I would gain, I hope to use them to support the decision making process for the firm. I would also like to share and spread my knowledge through seminars (like ESOMAR Does) and workshops at college. Apart from these, I think the most crucial contribution which I can make is by integrating innovation in any part of MR, this is because I think continuous Innovation is the key for growth for any industry in today’s market. Even if I would only be able to motivate or encourage others to do the same, I think that would be my part of contribution to MR industry.


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

First of all, the most important skill for a market researcher is to have strong passion and desire for market research and everything else stands second. Rest of the skills can be broadly divided into three types of skills: quantitative, qualitative and soft skills.

Quantitative Skill Qualitative Skill Soft Skill

Analytical Skill

Knowledge base

Statistical Data Interpretation

Observational Skill

Creative Ability for questionnaire design because art of phrasing questions is highly critical for any survey as a single word in the questionnaire can dramatically affect the meaning of a question and, likewise, its responses.

Presentation & Communication Skill

Continuous learners’ Attitude

Proactive nature to try something new

Active Listening

Team Orientation

People Skill because for data collection Market researchers need to interact with people

High Ethical standards for Market researcher and they should not temper with data under any circumstances

Flexibility and adaptability to work under any condition and ready to soil their hands in the field

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

I am going to start my career with Tata Consultancy Services, Asia’s biggest IT firm as ‘Management Trainee’ in the month of June this year. My primary aim for the first two years will be to gain deep insight of IT industry and its importance as an enabler in all the industry verticals like retail, automobile, health care, BFSI etc. I am dedicated to equip myself with the knowledge of business environment of all the verticals/industries which TCS is operating in. I am deeply interested in getting into consultancy role, five years down the line, in TCS.

In long run, I aspire to become a social entrepreneur by utilizing all the knowledge I would have gained at TCS. I want to develop a marketing research portal or consultancy portal dedicated to small and medium size firms where such firms can get free and confidential business advice, online, from experts. This idea is like finding an online mentor whom such firms can ask their queries or questions and get the answers within certain fixed time line from the experts. The conceptualization of this idea came from the fact that In India, there are thousands of SMEs which, if provided with correct market or industry information, marketing/ selling/promotion techniques and other consultations, can become much more profitable and can generate more employment opportunities. In a country with population more than a billion, more employment will help in raising the standard of living of the people. There are several free MR reports available online for which there is no licensing fee. Problem is that such small firms are not aware of it. I aspire to fill this gap. Over the period of time, physical offices will be set up for face-to-face mentoring or consultation with fee.

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