FUTURE TALENT MEETS THE INDUSTRY

ESOMAR ASIA PACIFIC 2010

Name: Tanvi Gupta
Nationality: Indian
University: Mudra Institute of Communications, Ahmedabad, India
Title of course/programme: Post Graduate Program in Communications Management

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

There have been two major influencers fuelling the growth and evolution of the market research industry. Firstly, the globalization of businesses which is pushing the market research industry to go global. Increasingly, research firms are adopting global panels to conduct research. To facilitate this development, the second major influencer and enabler has been the IT revolution. It has revolutionized the entire market research process. Methodologies of collecting data have changed drastically. With the advent of internet and teleconferencing facilities available at our fingertips, market research agencies are conducting online FGDs and surveys with participants from across the globe. Quick and relevant data can now be easily accessed online. Gone are the days when the field worker had to visit door-to-door to get questionnaires filled by respondents.

Advancements in development of software applications like Sawtooth, SPSS and SAS have increased the complexity levels of data analysis. Newer tools and techniques are emerging that provide path-breaking results when data is analyzed. For instance, Computer Adaptive methods of Conjoint Analysis have been possible because of technology. It allows the respondent to give preferences and the computer will generate cards real-time on the basis of the response. This would not be possible if the analysis was done manually. Another trend that has been influencing the market research industry is the practice of maintaining huge volumes of behavioural data by clients, especially in the retail sector. Earlier, clients used to approach market research firms with a marketing problem, asking the firm to conduct a research by collecting and analyzing data. But now, a new field of ‘Data Analytics’ has emerged where the client approaches the firm with huge volumes of data and asks them to extract consumer insights. With the growing dynamism of the business environment today, speed has become the most pivotal factor in the market research industry. Firms have to present the analysis within six months or the research findings may lose their relevance.

Overall, there has been a shift in the mindset of entrepreneurs from being production oriented to being consumer oriented. They are more willing to understand their consumers and their market research budgets have swelled over the years.

At MICA, I am learning all the latest tools and techniques used by industry professionals. MICA is the only premier B-School in India that provides a specialization in “Marketing Research”. Through this course I will develop capabilities to excel in both quantitative and qualitative research and understand the nuances in the research process. Students from MICA over the years have excelled in this field. In fact, two of the speakers at the conference this year are alumni of our institute. Being from a generation that has grown up using social networking sites and advanced technological gadgets, I believe I can contribute in bringing a further technological revolution in the market research industry in future.


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

Firstly, a market researcher should be aware of the latest tools and techniques emerging in the industry. It will help her stay ahead and develop a competitive edge. After gaining knowledge about the tools and techniques available, she should have visual thinking skills to conceptualize and simulate the real market scenario in order to get effective results. She should be able to combine and link two or more tools in an innovative manner to be able to extract path-breaking results. A market researcher should also possess necessary soft skills in order to build a rapport with the respondents. She should be observant and have good written and spoken communication skills.

The market researcher should always have a global perspective and mindset, and not a myopic view. A positive attitude towards ‘change’ is necessary. She should have the ability to learn and evolve with the latest technologies. Finally, a market researcher must and should have a high Emotional Quotient to be able to empathise and understand the emotions of the consumers. When a researcher is able to grasp the true insights from a consumer, the quality of the research findings will increase manifold.


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

I have charted out a rough career plan for the next ten years. I will be graduating from MICA with a major in ‘Marketing Research’ in the year 2011. Soon after, I would join a marketing research agency as a management trainee/ employee. I plan to work on live projects from the industry covering the span of both quantitative and qualitative research. I would gain maximum practical exposure and hands-on practice on the latest tools and techniques used in the industry. I would also engage myself in interacting with clients to get a deeper understanding of the trends and demands of the industry.

I plan to work in the marketing research agency for a span of three years and later enrol for a PHD programme where I want to work on an extensive academic research under the realm of consumer behaviour. Simultaneously, I would be building the foundation of my own entrepreneurial venture that would focus on contributing and linking the worlds of Marketing Research and Academics. In the long run, I want to enter the field of teaching. Through my venture, I would be contributing to the academic world by teaching foundational and advanced courses in marketing research and consumer behaviour to students across the country. Also, there would be a corporate consulting wing in the company that would conduct market research for clients and also encourage entrepreneurs to adopt market research.

I aspire to contribute in bringing a revolution in the education system of India and also to inculcate the spirit of research in the minds of students and the corporate.

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