FUTURE TALENT MEETS THE INDUSTRY

ESOMAR ASIA PACIFIC 2010

Name: Benjamin Jozef F. de Leon
Nationality: Philippin
University: University of Asia and the Pacific, Muntinlupa City , Philippines
Title of course/programme: Integrated Marketing Communications
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How do you see the market research industry evolving and how can you contribute to it?

The market research industry is evolving into an industry that is becoming increasingly specialized. This is to say that they are developing different research methods to answer the specific business issues that their clients ask from them. This means that there is no “one research method” that can answer all these questions of their clients.

Being a student of Integrated Marketing Communications (IMC), I have learned and understood, through IMC pitches and cases, the numerous business issues that a company is usually faced with and I have done, through trial and error, different research methodologies in an attempt to find the answers needed. This mindset and training is what I can offer the evolving market research industry.

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

There are three skills that I believe are necessary for a market research and these are:

  • Healthy curiosity
  • Continuous learning
  • Observant and critical
    •

First of all, a market researcher needs to be curious because the moment one stops being curious is the moment one stops questioning and looking for possible angles towards a research. The more one asks questions such as: ‘What about…?’ or ‘What if…?’ the more detailed the research becomes and the more detailed the research is the more information one can milk from it.

Secondly, a market researcher must always be willing to learn continuously. But they should not just be learning things directly related to market research but even those that do not seem to be directly relevant to market research. Subjects such as marketing, advertising and sociology are some of the subjects a market research must touch on. Knowing a little bit of these subjects allows helps the research gain a different perspective on his research.

Lastly, a market research must be observant and critical. This is important because sometimes it is in the smallest and often ignored details that the most powerful insights are taken.

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

After one to two years in the university to finish my masters, I plan to work (if not simultaneously working) for the company that I have been considering for some time now. I am going to learn their research methods and styles and climb up that corporate ladder. But most importantly I will make sure that I am having fun in this job.

I have no limits and I have no boundaries. I aspire for the highest position I can possibly attain in the company that I will work which will definitely be in the global arena.

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