FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Dimitra Douma-Chalkousi Name: Dimitra Douma-Chalkousi
Nationality: Greek
University: Athens University of Economics & Business, Athens, Greece
Title of course/programme: MSc in Business Administration
CONTACT ME

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

As every sector, market research industry is evolving, regarding the number of companies that use research, its methods and approaches and culture developed in companies. There are many changes in the external environment (economic, social, political, technological) that influence in two ways the evolving process of this industry. The first is about the effects on the way research should be done, such as new approaches and methods, new preferences and opinions of consumers about the way research is done. Consequently, it is necessary to perform research for the research industry, in order to find out all the changes that could lead to this evolution.

The second way is about the changes regarding the use of research from companies and consumers. As far as I am concerned, both companies and consumers will understand more and more in the future the value and usefulness of the research as a tool in this rapidly evolving environment and start using it in a wider extent. Research will become the centre of the decision making process and will be conducted more properly, in an objective, professional and responsible way from researchers with scientific background and special interest to this science. Finally, these changes could influence consumers’ opinion and attitude towards the researching process. To my mind, it is a great opportunity for consumers to be educated and become more mature about this process, understand the win-win approach that researchers try to succeed and be more receptive to research and ready to contribute to this evolution.

The best way I could contribute to this evolution is by bringing my knowledge, will and creativity to this industry.


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

There are many skills needed in the present environment:

  • Knowledge in the fields of marketing, statistics, quantitive methods as well as economics and psychology
  • Analytical skills
  • Team working skills
  • Communication skills
  • Critical and creative way of thinking

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

There are many fields which are interesting for me. Concerning marketing, I have started working in sales, as an insurance agent and it is a challenge for me. I would like to learn more in this work and find out the extent I am interested in it. However, I would like to work in a marketing department and start with the market research field, as it is the centre of the decision making process in a company. It is very important for me to apprehend how it works, learn more through practice and resolve effectively the core problems it faces. However, I would like to deal with a more demanding position in the long term. That means participating in the conducting of the outcome and proposing solutions. These positions would be really challenging for me, help me acquire work experience and start my career in the marketing field.

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