FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Freek Dix Name: Freek Dix
Nationality: Dutch
University: University of Amsterdam, Amsterdam, Netherlands
Title of course/programme: MSc in Commercial Communication
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How do you see the market research industry evolving?

Co-creation, consumer insights and open innovation
For me those are the keywords that describe the shift from offline to online market research. The online world makes it possible for researchers to engage with individuals, small(er) detailed target groups (niche markets) as well as with huge communities.

Social media, like Facebook, Twitter and Blogs allow two-way communication between consumers and companies around the globe. Crowd sourcing platforms and eWOM make it possible for companies to gain real time insights from their consumers and improve their products along with their stakeholders. It’s no longer a pull-push but more a push-pull strategy.

Back to the essence
In the current economic climate in which marketers are forced to go back to the essence of their profession, i.e., ROI is even more important than ever. It is a difficult and often unfulfilled search to track down which part of the marketing efforts is effective and which part is not. Online marketing tools make it possible to carry out live tracking (SEO, PPC, online Advertisements) and to engage in ongoing communication with consumers.

Experience
It’s all about brand experience these days. Consumers want to try and use the product first before they decide to buy it. Sampling and software experience should be main topics in the market research world.


How can I contribute to it?

I am a big believer of the online world. The possibilities online are endless and I think at the end it will take over (or at least it will fuse big time with) offline marketing tools. The company (BaseKit) where I’m now interning aims at a global target group. I would be thrilled to do research in different countries, to discover what the effect of cultural differences is on their consumer behaviour and how it affects the marketing messages and channels. How come certain online marketing tools are effective in one country and not in another?

The fact that an online researcher has to keep up with new trends, take cultural differences into account and get participants involved in the research project sounds as a huge challenge to me!

I would love to share these future insights with other professionals around the globe, obviously, through Esomar, but also through other organisations like Foundation Advertisers Jury the Netherlands, Connected Marketing Groups on LinkedIn and by publishing articles.


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

First of all, a market researcher has to keep an eye on new trends and innovations. Also, he/she should be familiar with CRM and should have worked across the board of a company, especially close to the head of product. Other key skills are: empathy, engaging, social media savvy.


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

My aspiration is to work as a marketing manager in different countries to be able to compare the results of my activities in those different cultures and societies. With this comparison I would like to contribute to international market research, to provide new insights but also to start my own marketing agency in the end. My aspiration is to put together a strong team of marketing connoisseurs to provide international brands with the best market insights and the most effective marketing strategies.

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