Future Talent Meets The Industry

ESOMAR Innovate & Qualitative 2010

Lorena López Name: Lorena López
Nationality: Spanish
University: Ramon Llull University - ESADE, Barcelona, Spain
Title of course/programme: Programme: MSc. in Marketing and Trade
CONTACT ME

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

Society evolves. The more a society develops itself, the highest it is set in the Maslow Pyramid, being people’s needs far from basics.
Market research should also evolve as society does, which means that it is necessary to find new methods and tools to be able to understand these new customers’ needs.

From my point of view, this evolution on market research according to society evolution is seen in a current newborn trend: the shift towards qualitative methods, instead of always implementing quantitative procedures.

It seems to me, that the industry realized that not always quantitative methods are the most efficient ones in any situation due to that depending on the aim of the research the approach to market should be different.

I have the impression that future market research will follow new qualitative ways of analyzing the market and consumers’ insights like, for example, customer’s observation during their purchasing process. The reason of that idea is that, as far as we realize that 85% of purchasing decisions are taking in an unconscious way where emotions and the limbic system takes the main role on person’s behavior, further indicators far away from figures and statistics will be needed.
At the same time, nowadays common qualitative tools seem not to be enough. It has been confirmed that people lie when talking and expressing their opinions. Because of that, interviews and focus groups are not sufficient any more when trying to identify people’s worries and needs.

The aim of future market research will be to get customers’ real thoughts (always taking into account privacy issues) because it is the base of innovation.

At the same time, I have a solid background in analyzing and understanding the market through a wide range of models and methods that I acquired during my undergraduate and master programme in ESADE.


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

I should say that the idea of being only good on statistics and figures is not valid any more. I good market researcher should also be able to have empathy with the market and consumers; as well as he/she should be able to immerse himself/herself in the corresponding context. They are witness and interpreters of what is happening in the market and because of that reason they need to have sort of psychological skills too.

Not only do they need to be analytical in a qualitative and quantitative level paying attention to details; but also, they should be flexible to change attitude as market does it.

A good market researcher should take into account cultural differences and be motivated to be updated at any time.

Moreover, it is necessary that he/she is open to hear and accept different opinions and points of view while appreciating teamwork that enriches work and gets better results.

We cannot forget that a good market research must be result-orientated, reaching his/her goals when carrying a project.


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

During these years as student I realized about two main things: I love the international atmosphere and I find fascinating to be near consumers when talking about the marketing field.

In a mid-term, I would love to go on with innovative customer-based activities. In the long-term I would like to build my own consultancy company focused on marketing too and working in an international level.

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