FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Anett Ecsédi Name: Anett Ecsédi
Nationality: Hungarian
University: Corvinus University of Budapest, Budapest, Hungary
Title of course/programme: MSc in Marketing
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How do you see the market research industry evolving and how can you contribute to it?

In my opinion, at present four developmental trends of the market research industry can be detected:

  • First is the integration of relatively new technologies into the process of research, which result in new methods and new ways of thinking. A current innovation is exploiting the possibilities of cell phones in the research (mCAPI, IVR). In addition, there is geomarketing, which integrates geographical intelligence, eyetracking, that uses computer science and eye movement researches, and we could go on the enumeration.
  • The second trend is about the avoidance of the researcher’s influence on the research itself. The developement of online research technologies and also the observation techiques are becoming more acclaimed.
  • The third one is to evolve more and more entertaining research methods to persuade the uninterested respondent-to-bes to take part in the research. Ideablog in Hungary is a good example to this trend, which contains a chat room, mini-questionnaires, file uploading, image map creating facilities and so on.
  • And the fourth one is creating bridge between the research agencies and media or communication agencies through more and more user-friendly programs (like Media Navigator or Arianna, iMedia etc.)

I believe there is more potential in qualitative research but as I see, in Hungary it is a little overshadowed. The synergy of the quantitative and qualitative research should get more recognition and I would like to work on that. Secondly I’m wondering about the efficiency of a full-service agency which would offer research, media and communication planning in order to achieve synergy.

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

The most elementary attribution is curiosity. The researcher should have interest in human behaviour, habits, opinions. Furthermore one has to have the ability to translate the marketing problem to research questions. It gives the essence of the research and it is turning to be more and more important because the marketing problems are becoming less exact. The researcher has to be open for innovation and self-development. In addition, flexibility, breadth of view, preciseness are also necessary.

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

I’m interested in two fields of marketing: one is qualitative research and the other is planning and implementing the communication strategy. By the end of the university I will have chosen one of these fields and start my career at a research or a communication agency. And in a few years’ time, maybe I might start a little full-service agency with my friends.

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