FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Anthi Kyritsi Name: Anthi Kyritsi
Nationality: Greek
University: Piraeus University, Athens, Greece
Title of course/programme: Business Administration, Postgraduate Program

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

Marketing research focuses on transforming data to actionable insights and therefore financial value to the clients. Companies more than ever search to build long term relationships with their customers and the market research industry is in search of new ways in order to track down the needs of customers. More specifically, there is an increasing demand for research on existing products and new product development. Market research professionals have to learn more about their customers as the customer is now very experienced , knows his choices and his abilities. So, market research has to deepen and search the sub-conscious part of decision making. The Internet is a tool for low-cost, accurate, and innovative research as on line surveys can be done much quicker.

How can I contribute?

Me, as a person in the middle of his postgraduate studies I am now studying business and preparing my master thesis on marketing using research methods in order to measure the industrial relationships in an international context through co-branding. I am in the procedure of examining the current situation in the market and find the way to measure it using market research tools.

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

In my opinion, the three main skills that market researchers should have are:

  1. Analytical skills, because a market researcher has to examine versatile parameters when designing surveys, he should be able to interpret data and at the same time adjust to the national or international environment he works.
  2. Computer skills. In my opinion, it is imperative that he is familiar with the software used in market research. Furthermore, far from focus group discussions and telephone surveys he should have the necessary skills to complement on line research and manage on line discussions.
  3. Passion and interest for your profession in order to continue to learn more and face the problems.

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

I am at the end of the second semester of the postgraduate program and I am preparing my master thesis on industrial relationships and co-branding strategies in a international context and my study will contain qualitative and quantitative research. I also had the opportunity in the last few months to become familiar with software that analyses questionnaire data with my supervisor (SPSS). I am very interested in finding out what is behind the numbers and the ways professionals explore human behavior and psychology. I am ambitious, optimistic and willing to work for that reason i am studying in order to cope with the challenges of the labor market. In the future, I would like to be a part of a big company or organization where i will have the opportunity to learn more.

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