FUTURE TALENT MEETS THE INDUSTRY

ESOMAR QUALITATIVE 2010

Victor Mosquera Name: Victor Mosquera
Nationality: American
University: Long Island University, New York, USA
Title of course/programme: Health Administration
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How do you see the market research industry evolving and how can you contribute to it?

Market Research is a business process that is driven by changes in our society. In the past, surveys or focus groups were not the prime focus to get data and people were not trained to become moderators. Nowadays, the whole perspective of market research has evolved in two ways:

First, there is much more emphasis on analysis to understand consumer influences and the way that the market is changing. Most of the data that is collected nowadays come from surveys or focus groups because this is one of most effective ways to understand the market.

Second, there is much more data available to manipulate and interpret. The success of a market strategy relies heavily in the amount of information obtained. This information then is processed and interpreted in many different ways, more often than not, to benefit a particular need.

Since the interpretation of data is very valuable in the market research industry, I am committed to learn and apply my knowledge to make wise decisions when allocating resources. Right decisions lead to great results.

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

There are many skills that market researchers should have in order to become successful in this industry. However, I feel that there are four main/specific skills that market researchers must have:

  • Computer skills: Market researchers must be computer savvy to be able to approach focus groups and online discussion. In addition, they need to become familiar with software such as Sales Force that supports the work the distribution of data efficiently.
  • Quantitative research skills: Analyzing quantitative data is important to gather relevant information about consumers. Market researchers must be experts conducting surveys to get current and reliable information thus avoid mistakes.
  • Qualitative research skills: Market researchers must be able to get data through qualitative research by facilitating focus groups and online discussions. They need to understand the human behavior, and the reasons that motivate that behavior. Not all market researchers are good facilitators.
  • Writing Skills: Market researchers must be extremely good writers to report the findings of their research. Writing skills are a huge plus in this industry.
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How do you see your career unfolding and what are your aspirations?

I want to able to identify the major insights and strategies that the healthcare market has; this would be done primarily through market research. The more I understand my internal/external clients, the better results I get. This will give a greater vision as to where to allocate resources efficiently. Since my current environment is about Business Development, I look forward to investing a great deal of time in market research; this will enhance the skills needed to succeed in said environment, this in turn, will allow me to get an executive position in the company I work for.

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