FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2009

Ying Du Name: Ying Du
Nationality: Chinese
University: IAE Grenoble, Grenoble, France
Title of course/programme: Master’s Degree Major: Quantitative Marketing
CONTACT ME

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

The market research industry has benefited from stable progress for several years. But this positive trend has taken an abrupt turn due to the economic crisis. In 2009, many market research institutions suffer from a loss as their clients reduce the budgets for market research. For example, some automobile manufacturers even announced 0 budget for market research in 2009. But this situation has started to show some recovery signs. There is an optimistic opinion which compares the current situation to a half glass of water: half towards full rather than half towards empty. At the present situation, market research institutions are no longer satisfied with the traditional role of an information provider, but seek a shift to a consultancy-based expert in the relationship with clients. Market research industry aims to shoulder more responsibility to help and lead companies to get out of this hard situation. Improvements are planned in research procedures. A more systematic planning is required at all the stages of marketing research process. Clients will receive more personalized and efficient help for their different demands. Changes are also needed in research logic. Relevant recommendations provide more than a synthesis of the market overview but bring guidelines to companies to find business opportunities. This is where the creativity of market researches lies.

The market research industry is on a rapid development in China. I will do my best to contribute to this growth. The expertise that I acquired in France or maybe in other countries in the future combined with my understanding of the Chinese market will allow me to find a specific role that I can play in the evolvement of market research industry.

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

Nowadays, market researchers are becoming more and more involved in decision making when working with clients. Apart from the very important quality of being rigorous, the analytical thinking skill and organizational ability, in the present environment, market researchers should be skilled to define the marketing problem, to identify the best alternative based on the information collected and then to evaluate the outcome of the marketing plan implemented. Due to this fast-changing environment, market researchers should also learn to adapt to different situations and to respond to different clients’ demands. In addition, it will be a necessary skill for market researchers to learn to anticipate market opportunities. A competent market researcher does research not only to help clients to better follow the market trend, but also to sense the possible developing direction of markets which exist already and potential new markets.

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

I am now doing my school-leaving internship in GfK Custom Research France. Being determined to pursue a career in the market research industry, I have started to seek job opportunities in market research institutions. My professional project is to start at junior level and then to cumulate experience with the objective to make gradual progress in my career. It has always been my aspiration to join a global institution which could allow me an international working mobility. As I have been in France for nearly two years, I have felt the difference in ways of thinking and doing things compared with my home country. I want to gather more working and living experiences in other counties. This can urge me to adapt to different environments and open my mind.

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