FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Marta Kowalska-Kazimierczak Name: Marta Kowalska-Kazimierczak
Nationality: Polish
University: Leon Kozminski Academy, Warsaw, Poland
Title of course/programme: MSc in Marketing&Management
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How do you see the market research industry evolving and how can you contribute to it?

Since I am still a student of marketing I am not yet very knowledgeable about the market research industry, however, one of my aims is to get to know it.
We all have been witnesses of turbulent times for the world economy, which may possibly influence consumers’ behaviour. If they do, the market research industry will have to adapt accordingly. What is more, it is obvious that the market research is already present and necessary in almost every area of industry, and, for this reason, the market research industry has to identify, foresee, and subsequently follow changes both during stable and uncertain times for the economy. As the main two factors which influence the market research industry I would highlight globalization and online technology, which, in fact, are inevitably connected with each other. It is for this reason that I assume the market research industry will evolve globally. On the other hand, the market research industry has to take into account cultural differences and uniqueness, and therefore think globally but act locally in order to develop a better understanding not only of consumers’ needs but also their motivation. Changes in the market research industry are caused by changes in the consumers’ behaviour and lifestyles. I believe that a very effective tool which helps to understands consumers’ behaviour better is nowadays social networks, whose development allows access to users' preferences regarding various areas of their lives or provides an easy way of collecting data according to selected user variables such as gender, age, education, place of living. This in turn helps to create new products or services or to enter new markets with existing ones, and therefore meeting consumers' needs. The social networks seem to be a very practical solution as well as a cheap and quick one, allowing observation of consumers' behaviour all over the world, hence being of great help when strategic decisions are made by companies and marketers. To my mind, methodology of market research will continuously develop alongside with the advancement of technology.

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

I think that market researchers in the present environment have to know how to adapt to the changes which occur in their surrounding. They should have an up-to-date knowledge of trends currently popular among consumers, have to identify key information and should constantly develop as well as familiarize themselves with new research techniques and changes in technologies. Undoubtedly, researchers should be able to work both independently and as team players as achieving common goals is vital in the area of market research. Since emotions play an important part both in market research and consumer behaviour, market researchers should have the ability to empathize with interviewees and their behaviour and possess highly developed analytical skills. I also think that the present environment requires market researchers to think outside the box and be particularly open-minded.

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

In the nearest future I would like to keep on learning, particularly gain some invaluable experience by getting to know how international companies operate. In order to do this I intend to start my career as an apprentice and learn from the best in the marketing industry. We can never say what the future holds, however, I wish to be independent and help business to achieve success by providing them with a wide range of marketing tools and services.

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