FUTURE TALENT MEETS THE INDUSTRY

ESOMAR LATIN AMERICA 2010

Name: Nelly Ortiz
Nationality: Colombian
University: Universidad de los Andes, Bogotá, Colombia
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?

Marketing research is evolving as technology is; Now that technology is an essential element for this industry. These past years, technology have been changing very fast, and it will continue changing and growing in the future, so the marketing industry has to be open for every opportunity that it brings.

For example, technology brought new ways of doing research as internet is available for almost everyone in the world at anytime and with all kind of information. On the other hand, the market is also evolving, since technology is one of the big facilitators of globalization: the spread of information, the interchange of different and global point of views, and also, the most important factor of the market, the consumer, that is changing and evolving too. Nowadays, consumers are wiser and more capable to decide what is best for them. They have access to globalized information, and they aren’t limited to buy the products that their home markets are offering, they have the freedom to decide, what, where, and when to buy it, and this is the freedom that information brings to people. This is the power that information has…

My contribution to the market share industry will consist in realizing some of my passions in life: One, the opportunity of being creative all the time, and combine the 2 areas that I’m currently studying: arts and business. The combination of these 2 disciplines gives me the ability of mix 2 worlds, the rational and quantitative one, and the one that is intuitive, creative and the full of innovation.

My passion number 2 is people, I consider myself as an extrovert person; I love the feeling of getting to know new people and new cultures and ideas. That’s why I always search for an opportunity to get out of my comfort zone, and experiment different places and situation. For the market research industry, I could be an important tool, by using networking and building lasting relationships. Relationships that could end up developing new ideas, or you never know, maybe new organizations or companies.


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

In my opinion, the most important skills that a market researcher should have at this time, is the capability of keep the mind open and adapt to the changing actual environment. This is how a market researcher can evaluate the information from the most objective way that a human been can, and from having the skills to adapt to a changing environment, also embrace every opportunity that can encounter in their surroundings.

However, I can´t dismiss the obvious skills that market researchers must have: the quantitative aptitudes and the capacity of analyzing information to make key decisions. These skills are really important, since the base of research is data, and market researchers must now how to transform that information and data in something that can be measurable; and with the analysis of it, point out conclusions that will drive to desirable decisions.


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

From ending my studies in Business and arts, I would like to be part of a dynamic company where I can apply all the things that I´ve learned, but also learn more from the people inside the company. I would love to work in different projects, so I can encounter different situations and look up for creative and intelligent solutions, and help the company to grow, but more important, to make the company pleased from the way it grew. By that I mean, the process of getting to the success point.

On the other hand, I just started my own business with some friends, and I’ve always liked to be part of the entrepreneur world. I think that being an entrepreneur is very exciting, is a world full of opportunities waiting for being discovered and I want to keep searching so I can get to the opportunity of my life, make it real and maybe mark a difference.

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