FUTURE TALENT MEETS THE INDUSTRY

ESOMAR ASIA PACIFIC 2010

Name: Wenqi Zhu
Nationality: Chinese
University: Communication University of China
Title of course/programme: Communication Research
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How do you see the market research industry evolving and how can you contribute to it?

The way I think of the market research industry is as follows:

First, it is essential for nearly every industry. One of our professors，Hao Shen, who is an expert in market research, told us a joke that “If the economy is good, we are happy and want to have some beer together; If the economy is bad, although we are unhappy, we would still like to have some beer together too”, from which he has pointed out, for many companies, market research is necessary and even essential whenever the economy is good or not. This industry is formed based on the market. Since the market will never disappear, the industry will never easily fall.

Although we have to face financial crisis and it’s unavoidable for market research industries to be affected, especially the auto and real estate markets, it’s a better choice to keep optimistic about the future of the industry.

Second, Market research industry is found well developing in China. Since the first market research company established in China at 1988, this industry has developed at high rate, gradually meeting professional standards. During these 20 years, different research methods and approaches have been improved in China, such as social network, data mining and so on. Personally, I prefer qualitative analysis because of my interest in interpersonal interactions.

And the last but not the least, the competition inside this industry is getting fiercer as more and more companies are involved in this area and keen to expand. So it is important for native companies and multinational corporations to position their target markets accurately for further development.

Contribution:
During my undergraduate studies in CUC, I was successfully recommended for a direct entry into postgraduate studies of Communication without entrance examination. During my graduate studies, I have participated in 4 related projects of Survey & Statistics Institute and I find great interest in market research especially media research, brand research, advertisement research and satisfaction research. I am determined that I have great passion and competence with the aim of developing a career in this area.

Besides, my professor teaches us some knowledge which interests me most about data mining, SEM, social network, magic use of excel, group interview, depth interview and so on.

These reasons above are the answers how I can contribute to it.


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

Of course, a good master of the basic marketing research knowledge, the tools and techniques including knowledge how to design a questionnaire, or the use of SPSS, is absolutely needed.

Besides that, however, I believe great passion and interest in market research are the most important for an excellent market researcher in the present environment. There is a famous saying,” The most important is interest, and everything else stands second”. In market research industry, you will find there is not a time that you have learned enough and there is always so many problems waiting for you. If you lack of passion and interest, you cannot build the strong mind of a long-term market research background and soon will be tired of learning new knowledge. It is true that interest is the best teacher. With interest and passion, you will not feel unhappy to these problems but be a fast learner eager to overcome them.


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

I regard what I like best as my career and I am really lucky to own my favourite as my career.

First of all, you can imagine that, if you choose a career that doesn't suit your personality, you become confused, unhappy and even burned out. No one wants a job they hate, but we all want a job we like. I can make sure that, market research is what I like most and what can make me want to get up in the early morning and stay up till late night.

I remember the time when I had to finish several projects at the same time. It seemed there was not enough time for me to accomplish them. As a result, I shortened the time of sleeping even less than 3 hours a day. I didn’t feel tired, but happy. At last, I finished them in good qualities. That’s all because of the power of interests. I am sure that, no matter what kind of difficulties I may face, I am confident to overcome them.

Second, professor Huixin Ke has played a significant role in cultivating my interest of market research. She told me much about the knowledge in Market Research, such as content analysis, data mining, SEM, group analysis, social network, ZMET and so on. More significant, she also influences me on the characters of honesty, diligence and perseverance. She is really a huge wealth in my life, for she has given me much strength to be brave in my pursuit of dream.

In the future, I want to be a part of marketing industry as a market specialist and I also want to continue my study in market research for further study.

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