FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2010

Theodore Kyritsis Name: Theodore Kyritsis
Nationality: Greek
University: Athens University of Economics & Business, Athens, Greece
Title of course/programme: MSc in in Marketing&Communications
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How do you see the market research industry evolving and how can you contribute to it?

Globally the use of marketing and market research by companies proved that the ever changing environment of the markets can be in a portion predicted. By knowing the evolving needs of the market, companies have the chance to adapt to these needs faster than their competitors and gain the competitive advantage.

Another very important use of market research derives from the need of knowing where your products-companies are positioned in the eyes of their targeted segment.

Due to the success that market research has shown in these fields and the ever growing acknowledgement from all the companied of this success I believe that more and more companies will invest to the use of market research.
Moreover the global economic crisis in my opinion will persuade even the more conservative companies to invest in the marketing and market research and fasten the growth of market research.

My Contribution: Having computer software-programming as a hobby I am very familiar with computer systems. Because of this, I hope to combine my future market research experiences with my computer skills and achieve to provide ideas or systems which will enhance even more the benefits from the market research.

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

The necessary skills for a market researcher in my opinion are three:

- Mind-agility
- Open-mind
- Innovation

Agility provides the researcher the ability to understand, better predict and provide solutions. Provided that the market researched has IT skills it enhances furthermore the use of tech-systems and maximizes their benefit.

Being open-minded and innovative assists the researcher to predict changes in the market that arent likely to happen and the competitors wouldn’t recognize on time. It removes any conservative barriers that might exist and help the researcher to escape from the now existing ideas and way of thinking.

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

Being optimistic and ambitious I want to believe that I will always try to evolve and give all my efforts for the best of the company that I am employed at.
In the future I would like to be employed in a company that would give me the opportunity to apply all the knowledge’s that I gained from my education and my work experience. I would also hope to be able to combine my computer skills with the needs of the company and achieve to innovate -individually and with team effort- in the fields of how market research is enhanced by computer systems.
Regarding the aspirations for my future I don’t have a limit. I want to have the chance to lead in my field and innovate. Only provided that the company I will be employed listens, respects and giving notice to its employee’s opinion I will be very pleased to work and try hard to achieve my goals. Based on personal experience I understand that in Greece the chance to work in such a company is less than in most EU countries. This is the main reason that I would like to have to chance in the future to work in a foreign country and gain more experience.

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