FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Daniela Cristian Name: Daniela Cristian
Nationality: Romanian
University: Bucharest Academy of Economic Studies, Bucharest, Romania
Title of course/programme: MSc in Marketing&Management
CONTACT ME

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

Nowadays the industry of market research is rapidly changing and becoming highly competitive. Technology is definitely playing an essential role and so are the new research methods. In my view, the most obvious trends influencing today industry’s evolution are the fast development of online research innovations such as online panels, the impact of modern measurement techniques and at the same time the globalization process.

Market research has clearly turned into a cornerstone for any business strategy. For this reason I am convinced that its importance within the decision making process will increase as it generates many precious insights regarding the market trends.

In respect of the market analysis, as a result of great impact of social media channels, researchers are now able to easier seek the consumer’s world. Social networks or blogs will lead to the increase of market research effectiveness providing researchers with the possibility of creating one-to-one marketing campaigns.

My long-term goal is to become a marketing professor, but in order to broaden my horizons and to provide added value throughout my professional skills I would firstly like to gain practical experience working in a research company. In respect of the teaching field I want to encourage my future students to merge their skills with their ideals, to understand the importance of this educational area and to have the desire of researching the market. Through different research projects I would like to connect the academic environment with the corporate one as in my country there is a considerable gap between them. Moreover I wish to create sustainable partnerships with prestigious research companies in order to develop the current level of knowledge.

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

Having in mind the current business dynamics, I consider that it is essential for market researchers to be not only rigorous, team-oriented or to have solid knowledge, but also to be able to handle the complexities of the industry in an ethical manner, to gain valuable insights using statistical and analytical methods and to be adaptable to change.

I think that soft skills such as communication abilities or empathy and creativity are critical in order to better understand the consumers, to truly build a relationship with them and to tackle the competition and the marketplace using new approaches.

Being proactive, flexible, open- minded to the latest methods and techniques available, innovative and capable of making key decisions based on the data interpretation will empower any researcher to reach outstanding results.

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

I tend to see my carrer as a puzzle. Building my own puzzle won’t be easy, but adding the appropriate piece at the right moment is a great challenge.

I believe there are certain situations and circumstances that are bound to happen. Spending my next academic year within BI - Norwegian School of Management in Oslo will surely be a step forward, a boost to my professional and my personal development. After gaining this international experience I intend to come back to my home university in order to end my master studies.

One of my dreams is to make a significant contribution for the development of the Romanian educational system, especially in respect of the academic marketing field.

I constantly seek to expand my scientific knowledge so taking part into a PhD programme in the field of marketing is the natural mean of doing so. As a future researcher I have to be aware of the latest perspectives and changes. I am particularly interested in qualitative research which proved to be very helpful in designing my final thesis as it allows a better understanding of consumers.

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