FUTURE TALENT MEETS THE INDUSTRY

ESOMAR RETAIL AND SHOPPER 2009

Sarah Batty Name: Sarah Batty
Nationality: British
University: University of Oxford - Saïd Business School, Oxford, UK
Title of course/programme: 3rd year finalist
CONTACT ME

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

  • greater reliance on less orthodox data gathering mechanisms – crowdsourcing, virtual hides, user-generated insight (think of Dell), social networks – so-called ‘unstructured’ research instruments

  • challenges to conventional models and methods of research, e.g. behavioural economics

  • tends to be a pendulum swing between ‘all-in’ market research houses and ‘specialist’ firms. Likely to see some rationalisation in present economic situation.

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

  • understand financial and business models used by businesses better

  • understand marketing return on investment/value for money

  • short term increase in promotions effectiveness work

  • ability to use models which are not purely trend-based or predictive, but which are tolerant of uncertainty – e.g. scenario planning

  • flexibility in methods and channels

  • ability to analyse Big datasets (e.g. Tesco) – need physicists and advanced mathematicians

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

I am currently finishing of my undergraduate degree in Economics and Management at Oxford University. After I graduate I’m hoping to work in the marketing department of a FMCG company in order to gain some experience ‘inside’ a company. After a few years, I would like to go on to do a masters and perhaps an MBA.

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