FUTURE TALENT MEETS THE INDUSTRY

ESOMAR RETAIL AND SHOPPER 2009

Kaajal Shivdasani strong>Name: Kaajal Shivdasani
Nationality: South African
University: London Business School, London, UK
Title of course/programme: MBA

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

The industry appears to be evolving both geographically and strategically. From a geographic perspective, the growth no longer lies in developed markets, like the US and the UK, but the focus is shifting to India, China and the Middle East. As a result, market research firms now need to focus on building international capabilities in markets that are not necessarily as structured or easy to access.

Strategically, there is a greater focus on results-oriented and accurate research, with old techniques like focus groups being questioned, and newer techniques being increasingly employed. Clients also tend to be more cost conscious in the current market, forcing market research firms to provide quality research but at lower costs.

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

  1. Customisation - really understanding a client's unique business model, customers and research requirements and tailoring solutions accordingly.

  2. Cost consciousness.

  3. Flexibility in adapting research techniques.

  4. Intellectual curiosity and a desire to keep abreast of the latest developments in the field, both nationally and internationally.

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

As a marketer and Brand Manager within the FMCG industry, who also has a genuine interest in market research, I'd like to act as a catalyst in bringing the two functions closer together, so marketers develop a better understanding of the analytics behind market research and researchers better understand client needs.

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