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ESOMAR Next
ESOMAR is committed to the development and advancement of talent within the market research industry and beyond. Providing all those involved the opportunity to increase their knowledge and further develop their careers in market research.
FUTURE TALENT MEETS THE INDUSTRY
ESOMAR CONGRESS 2010
Name: Joakim Amadeus OlssonNationality: Swedish
University: Stockholm School of Economics, Stockholm, Sweden
Title of course/programme: MSc in in Accounting&Financial Management
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How do you see the market research industry evolving and how can you contribute to it?
The MR Industry is a broad subject to cover, but i am most focused at the oppertunities new technologies are generating. Social media, loyalty cards and monitored internet habits have shifted raw data from hypothetical self-reported surveys to actual consumer behaviour. So far this information only has been used to a fraction of its full potential.
Even though my technical MR knowledge still needs a lot more experience to reach desired level, it is up to date an I am eager to learn. My competitive edge lies in the fact that I am born into the new technical landscape with a lot of self-generated experience and understanding.
What are, in your opinion, the necessary skills for market researchers in the present environment?
MR is in my opinion hard solid proofs, in comparision to the sometimes too intuitive marketing. To successfully conduct MR you need to be analytical sharp with a discipline, goal orientation and technical know-how. Similarly, it is a science about people which demands knowledge about their needs, feelings and behaviours. This is especially emphasised during the changing technological environment where successful analytics need a never saturated curiosity.
How do you see your career unfolding and what are your aspirations?
My aspiration is not to develop the technical field of MR but rather with a true business perspective, apply existing techniques to new sources of data.
During the following year, my plan is to improve my technical skills in an academical environment and thereafter dive into more practical applications as an analyst in the business environment.
My overall goal is to learn about consumer behaviour and for that I views MR as a key tool.
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