FUTURE TALENT MEETS THE INDUSTRY

ESOMAR LATIN AMERICA 2010

Name: Marielle Gabriela de Blois Benarroch
Nationality: Venezuelan
University: Universidad Metropolitana, Caracas, Venezuela
Title of course/programme: MBA
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How do you see the market research industry evolving and how can you contribute to it?

I believe the market research industry is always changing in response to changes in consumers and their lifestyles. Market researches are now a days being challenged to conduct research in diverse settings, as quickly as possible and with the highest quality. With the expansion of transnational companies, market research companies are also expanding to developing nations. National boundaries have less importance every day since these companies are now starting to conduct research within regions, searching for patterns among countries. Development in mass communication technology has also contributed to this trend, given that because of them, certain segments of the population worldwide now have similar preferences for products and common expectations. The market research industry has and will continue to adapt research instruments and administration procedures to different environments. I believe that in a near future, the tendency will not be focused on the individual needs of consumers but more on a collective consumer. With social networks such as Twitter and Facebook, market research companies will try to find similar likes and dislikes among people, to later on create the necessity of a certain product among them. More and more, informal recollection of data will be used, to incorporate more people at the same time.

The best way I can contribute to the market research industry at the present is by continuing my studies and carrying on my preparation to achieve excellence. The more learning experiences I encounter, the more opportunities I have to be taught by the leaders of the market research industry, the more chances I have on becoming a future leader of my country and of the world.

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

To be a market researcher in the present environment I believe that, like in any other career, many skills are necessary, nonetheless, there are a couple that I consider vital. First of all, it is crucial to be analytical. People in this career have to be able to interpret data and transform it into valuable information through a well-structured research, as well as interpret market trends and how that changes the consumer and their needs. Second of all, it is key to be adaptable to change. Combined with the previous skill, market researchers have to interpret changes in market tendencies and adapt to them, create new approaches to understand the changing marketplace, conduct research in diverse environments and be able to use new technologies to make more efficient market research. Thirdly, it is important to be creative, since now, thanks to globalization, competition has become wider, clients have become more exigent and consumers need more incentives. Last but not least, in any career I believe it essential to be team oriented, because a leader is not the one who can do everything on his own, but the one who knows how to combine different people’s abilities and make a stronger, more efficient team.

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

I live in a country where the business environment is extremely volatile and politically unstable, and I know that to be able to become a leader in Venezuela, the first step for me is to keep learning the different areas of marketing by finishing my studies in Universidad Metropolitana. This summer I will start working as an intern, so that when I graduate, a year from now, I can fully integrate myself in the business world; learn as much as I can, participate in the creation of ideas and contribute to new initiatives in the market research industry. I would like to do a Masters at some point, but I believe that to fully profit from it, I need a couple of years of work experience in a company that will continue to teach and prepare me. I hope to learn from the best to become the best. After finishing my Masters Degree, which I calculate for it to be five or six years from now, and after building up sufficient criteria, I would like to integrate both knowledge and experience into a new approach in market research and create a company of my own. Within my reach, I will contribute to build a New Venezuela; I will help with the creation of a more competitive and competent environment and help reach the advances and progress of developed nations.

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