FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2009

Katharina Maria Zweng Name: Katharina Maria Zweng
Nationality: Austrian
University: Wirtschaftsuniversität Wien (WU-Wien), Vienna, Austria
Title of course/programme: Graduated from business studies Major in advertising and MR + HR Management
CONTACT ME

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

I think that the market research industry is gaining importance due to higher competitiveness as a consequence to the critical economical situation we are facing at the moment. The market research is the basis for the Marketing and therefore for the sale of products and consequently for the success of the company. Of course, all departments have to work efficiently. Yet, I believe that the importance of market research is even higher because it is the fundament for further market decisions. And especially during these times we cannot risk taking wrong decisions.

I am very interested in the research and development of markets and am highly motivated to dedicate my life for the market research.

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

First of all, a market researcher has to be interested in the development of the market. Without a basic interest it is impossible to bring up the motivation needed for this important task.

Furthermore, it is crucial to have statistical and analytical skills. It is important to be able to identify connections and coherences in order to deduce further decisions. A market researcher has to be critical. Thus, not accepting results as they are but also scrutinizing and questioning them.

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

Fortunately I have had the possibility to gain already experiences in the field of market research what reinforces me that I want to stay in this field.
Furthermore, Internationality is very important for me. I have already gained some international experience while studying and working abroad. I would like to combine these two fields: thus, working as a market researcher in an international environment.

My aspirations are the will and motivation to look behind the curtain and investigate the reasons of current developments.

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