FUTURE TALENT MEETS THE INDUSTRY

ESOMAR Online Research 2009

Megan Gagnon Name: Megan Gagnon
Nationality: American
University: Yale School of Management, USA
Title of course/programme: Marketing and Strategy
CONTACT ME

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

I foresee the market research industry evolving in two ways. First, I believe the industry must be at the forefront of emerging online technology. We’re in the midst of Web 2.0 – but what is Web 3.0 or 4.0? The industry must partner with leading developers to co-create the next generation of technology that serves the needs of consumers, society, and marketers alike. Second, I believe the industry will evolve with consumers as consumers across generations become more comfortable providing deep, personal insights on social media sites. While the industry will always need to be cognizant of privacy rights, the industry is more so than ever positioned to collect unique and enlightening data on a wide-spectrum of consumers. As a future brand manager, I will contribute to the evolving nature of market research by partnering with researchers to deliver market research that pushes the edge technology and innovation.

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

Market researchers must first and foremost maintain honesty and integrity, delivering the most accurate data available irrespective of the client’s desired results. Researchers must also collaborate and build networks within the research community to deliver cross-cutting, multidimensional results to their clients. Finally, researchers must be creative and seek ways to break away from the status quo by developing new and innovative ways to both conduct and analyze market research data.

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

Upon graduating from the Yale School of Management I will serve as a marketing manager at large Consumer Packaged Goods company. During my first few years I will build invaluable skills as both a brand manager and a general marketing manager. I plan to round out my skill-set with rotations in other business units – from supply chain management to sales strategy. Later on in my career, I envision leading a major business unit in a packaged goods company, leading change and innovation in the industry.

In addition, throughout my career, I have always found a way give back to the community in both my personal and professional life. It is my dream to take the skills I’ve developed as a marketing manager by serving on a board or in a general director’s capacity of a multi-national non-profit organization.

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