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.
How do you see the market research industry evolving and how can you contribute to it?
Trading companies have been convinced that the key to success is a better understanding of the consumers’ needs, motivations and how they interact with their environment, as the consumers are now the greatest concern for companies. Indeed, people’s behaviors are becoming more and more complex, due to the huge amount of information they are exposed to everyday. So I believe that the future of market research is in a more sustained use of human science such as psychology and ethnology.
Market research will be more present with the evolution of communications, allowing for a more direct to the consumer approach.
Evolving technologies such as social networks will allow to poll consumer needs as well as target them more directly, more cheaply, with a better personalized approach for increasing returns.
I would contribute to market research by bringing the qualitative and quantitative skills I acquired during my training, added to the interest I have for human and behavioral sciences. I also see myself as someone with an insatiable curiosity of the world that surrounds me, with all its aspects, which allows me to have certain sensitivity for other people.
What are in your opinion the necessary skills for market researchers in the present environment?
In my point of view, people skills and emotional intelligence are important; it is a known fact that a large factor in making a product a success is the ability to place the product favorably with the client, the distributors and various intermediaries. Purchases are based largely on impulses... and a people person can more easily identify where to focus resources to make product launch more successful.
They also need to be innovative as consumers are bombarded increasingly with advertisement, marketing campaigns... and the key is to be able to come out of the crowd.
In addition to that, I can also mention professional skills that market researchers must have developed during their studies and their professional experience, such as an analytical mind and most of all, to be an out of the box thinker.
How do you see your career unfolding and what are your aspirations?
Well I really enjoyed my last summer internship as a consultant so I think I found my way. I see myself graduating in 2010 and integrating right after that a multinational firm of consultants in marketing. I also believe that one needs to keep seeking for education during all his life so in parallel of my career I will keep studying through professional trainings in each field that I would feel attracted to. Working in an international firm in the marketing department is also a possibility.