FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Eray Ozaydin Name: Eray Ozaydin
Nationality: Turkish
University: Cranfield University, Cranfield, UK
Title of course/programme: MSc in Strategic Marketing

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

Market research is the essential of marketing strategy and shapes the overall business strategy. In the future, companies would be able to analyze the customer needs more accurately and would come up with more customized products. The market researchers need to be good managers and should have the skill to analyze the customer needs and trends.

Technological developments shape the market research industry as well; we will see more effective use of social media and social networks in the future. Even today, companies try to reveal consumer insights with the help of social networks such as Facebook and Twitter.

There is a close relationship between new product development and market research. Nearly 85% of NPDs are unsuccessful and the reason is mostly lack of research. Success in the market is highly dependent on innovations whether the company is operating in production or service sector. A good MR practice will bring the success more efficiently in terms of costs and time spent.

I can contribute market research industry by combining my education, knowledge, skills, and personality. At Cranfield SoM, I am learning all the latest tools and techniques used by industry professionals and working on real case studies/simulations. As far as I can understand from these exercises, market research is the field I want to work in. First of all, you try to understand the unknown by using some tools and techniques while conducting a MR. This approach corresponds to my personality, I always wonder about the unknown and try to understand complex mechanisms and simplify them in my mind so I can share my findings easily.


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

I believe that the market researchers should have strong analytical skills as they need to analyze complex datasets and market trends. Having analytical skills are not enough, being stable with your existing skill set is the worst thing in today’s business environment. So, a successful researcher should keep himself up-to-date and should strive for sustainable development.

Analytical thinking should be combined with the creativity in order to cope with problems and find new ways, maybe new methods and techniques for the future use. Creativity can bring efficiency together, as some innovative methods save time and money in addition to increased accuracy.

Getting in customers’ mindsets and being able to understand customer psychology are other essential skills that a researcher should have as the objective of market research is to understand customers. In addition to interpersonal skills, a successful researcher should have intercultural skills. A global culture is setting in throughout the world, it’s true but we should not underestimate local differences in order to conduct more accurate, unbiased research.


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

I will be finishing my MSc in Strategic Marketing here in Cranfield by the mid of September and hopefully get the MRS Advanced Certificate in Market and Social Research Practice. After completing my studies, I can fully integrate myself in the business world; planning to start my professional life in a consulting or FMCG company and work in an international, dynamic environment where self-development is highly encouraged. I would gain maximum practical exposure and hands-on practice on the latest tools and techniques and participate in the creation of ideas and contribute to new initiatives within the industry. I would also engage myself in interacting with customers and clients to get a deeper understanding of the trends and demands of the market. When I reach a senior position, I am planning to enrol a DBA programme in order to combine my industry experience with academics and work on consumer behaviour extensively. Later on, I desire to create my own enterprise in strategic planning and marketing consultancy; simultaneously, carrying my academic career forward as a lecturer in the field of branding and consumer behaviour.

I aspire to working in a stimulating and challenging environment which builds on my master skills and knowledge. I see research as a solid foundation for any marketing career and believe that it would be a plus to start my career in MR. I am an ambitious individual who seeks to learn and develop under the guidance of those who are at the top of their field and then use those skills to become an expert myself. I have a good ability to adopt multi-cultural environments, gained through multi-cultural training programmes. I would like to work abroad to seek out new experiences and learn more about practices in different countries which have different motives and characteristics.

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