Future Talent Meets The Industry

ESOMAR Innovate & Qualitative 2010

Cristina Martorell Name: Cristina Martorell
Nationality: Spanish
University: Ramon Llull University - Blanquerna School of Communication, Barcelona, Spain
Title of course/programme: Programme: MSc. in Creativity and Strategy
CONTACT ME

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

Markets and consumers are dynamic by nature, and this is why the market research industry has to evolve constantly. Nowadays, the development of the Web 2.0 and the new proactive consumers make this continuous adaptation is of utmost importance.

On the one hand, the emergence of Social Media does not only change the way in which companies communicate with their consumers, but it also provides companies huge amounts of information that market researchers should turn into relevant insights. On the other hand, the development of neurosciences can help market researchers to understand consumer behaviours towards certain products, brands or decision-making processes.


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

In my opinion, analytical and communicative skills are essential for market researchers in order to be able to turn data into valuable information. With regard to attitudes, market researchers have to be open-minded and receptive to new ways of communicating and testing and to new methodologies and tools. In short, they have to listen to their consumers, especially on the social web.


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

I have a research fellowship from the government of Catalonia and I am currently writing my thesis, which focuses on brand communications through online brand communities and social media strategies. I would like to work as a researcher or as a professor at university because that would give me the chance to keep on learning, and I also would like to design social media strategies as a consultant.

< BACK

Share |