FUTURE TALENT MEETS THE INDUSTRY

ESOMAR LATIN AMERICA 2010

Name: Alicia Moya Sierralta
Nationality: Chilean
University: Pontificia Universidad Catolica de Chile, Santiago, Chile
Title of course/programme: Ingenieria Comercial (Business)
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How do you see the market research industry evolving and how can you contribute to it?

I think we have to first consider that market research is becoming one of the most important components of the business strategy. Second we have to consider that globalization is arriving to every aspect in life, including market research.

Putting that in context I think market research is going to evolve in the globalization way. I think the procedures of research are going to be very similar all over the world. This is very important for market research because companies are everyday more global, so is important to have a way to compare the results that market research have from different places. Nevertheless market research must not forget that every place is different and that unlike science market research must consider the human factor, so after the standardization of the procedures market research must fit with the culture where the procedures are being applied.

I think I can contribute by bringing to my country the last trends of market research in what is consider procedures and try to adjust that to our reality.

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

I think researchers must have a natural approach to ethics. They must put ethic in everything they do. They must be very interested in culture and know how to apply culture in their research. In my opinion researchers must be fast enough to be in the right moment at the right time. They must move as fast as trends are moving, they must keep the research up to date. And they must be proactive, they must be involved in everything they do.

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

I am from Chile, a country in its way to be developed. I think in Chile sometime we are a little bit short sightedness, we just see what is going on here and we don´t see what is going on in the rest of the world.

I see my career being a contribution for the Chilean development. I would like to work oversees for a while and then come back. I`m not quite sure how I except my career to develop, maybe in the research area, maybe in the teaching field, or maybe in a company, but in any field I developed my career I would like to bring new and fresh ideas. My aspirations in what concern to career is to always be able to be aware of new trends in whatever the field I`m working. I think is very easy to stay still but for me is very important after I graduate to keep in constant movement in what regards to new knowledge.

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