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ESOMAR Next
ESOMAR is committed to the development and advancement of talent within the market research industry and beyond. Providing all those involved the opportunity to increase their knowledge and further develop their careers in market research.
FUTURE TALENT MEETS THE INDUSTRY
ESOMAR ASIA PACIFIC 2009
Name: Lia Pratitha NurNationality: Indonesian
University: Prasetiya Mulya Business School, Jakarta, Indonesia
Title of course/programme: Undergraduate Corporate Finance
How do you see the market research industry evolving and how can you contribute to it?
Market research industry right now is facing a big challenge in the market. First is because market has become very dynamic and it moves very fast. Therefore a market researcher must be very sensitive and aware of any tiny movement that happens in the market. Second, market has become very diverse and individual such as in taste, behavior, preferences, needs and many others. For that reason, different research methods and approach are needed to understand the market in the middle of the diversity. Third, the competition inside the industry itself is getting fiercer. Globalization has made information is easier to be accessed so anyone can get any information they need to do a market research. But the evolution won’t stop there because there still many challenge to come.
I have a big passion in marketing. By applying my analytical skill to the market research, hopefully I could give a big contribution to the industry and be a part of the world of market research.
What are in your opinion the necessary skills for market researchers in the present environment?
Market researchers must have strong analytical skill. Even though researchers have good data source but it won’t be good information without the analytical skill. This skill must be supported by high awareness and sensitivity to the market itself so a researcher could understand every little bit of the market characteristic.
How do you see your career unfolding and what are your aspirations?
Even though my major is finance, I have a big passion for marketing since I started learning about business. In the future, I want to be a part of marketing industry as a market strategy specialist and I also want to continue my study in marketing for master.
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