Future Talent Meets The Industry

ESOMAR Asia Pacific 2011

Christopher Villani

Name: Christopher Villani
Nationality: Australian
University: University of South Australia, Adelaide, Australia
Title of course/programme: MSc. in Marketing
Contact me

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

In order to answer this question, it’s important to first examine where the market research industry is today. From my experiences in conducting market research, we (as an industry) are very analytical. That is to say, the process of market research (and the results derived from it) are very thorough and systematic. Sophistication best sums up today’s market research environment. The paradox that comes with sophistication though, is the rate of change that it goes through. In the blink of an eye, what is sophisticated today, becomes obsolete tomorrow.

Academia, industry practice, technology, world economy, globalization and consumers. These bodies will drive the future of the market research industry, evolving the sophistication we have now into what I would like to call “streamlined sophistication”. This is the notion that the sophistication we currently have will continue, but it will be more simplified and efficient. It will be more clear in terms of research methods and their implementation, reporting, and most importantly, in an organizations ability to implement these market research findings into marketing and strategic operations.

A key driver of this change will be technology. As technology rapidly advances, it’s vital that the market research industry uses it to its advantage. Take for example, an iPhone. What is now considered a mundane item, this devise still has so much uncapped potential for market researchers. Think about being able to identify consumers, capture responses, analyze the data and report back to a client or manger simultaneously on this one devise.

I also believe that the ties between academia and practitioners will grow stronger. This is where I believe I will have a great positive impact. Marketing academics may provide breakthroughs for market researchers, but these breakthroughs have to be relevant for practitioners. I feel that I can be the link between academia and market research practice. Having a foot in both worlds, I have examined the market research industry through these two sets of eyes. I have learnt that being able to discover information that is useful for market researchers is all well and good, but if this information is not practical, if it can’t be used by the biggest or the smallest of organizations, then what’s the point of its existence? I feel that I can provide these breakthroughs, yet make them relevant for market researchers in the field.

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

As we now live in a sophisticated market research environment where data is collected and presented at such a rapid rate, market researchers need to be flexible enough to use both the left and right hemispheres of their brains.

The left hemisphere of the brain is important because market researchers need an analytical ability and a systematic “structured-ness” to see a project out from start to finish. They need to think logically about what they are doing, how and why. Equally, the right hemisphere of the brain is important, because a degree of artistic flair, creativity and spontaneity is needed. I see the market research industry as both a science and an art. ‘Rules’ and empirical patterns exist that hold under many conditions. These ‘laws’ need to be obeyed. However, one needs to be creative enough to look for opportunities and threats that may exist within the environment.

I liken the skills it takes to be a successful market researcher to those of a successful battle general. A general in a battle needs to lead from the front. They need to take responsibility and inspire those around them. They need foresight and an ability to clear their minds. They also need to take calculated risks (fortune does favor the brave). A general also needs to know what he and his squadron are doing at all times and steer them in the right direction (strategic direction). Perhaps most importantly, generals and market researchers need to look for opportunities and/or threats at all times. At the end of the day, market research is a battle, and only the strong survive. You need to know what is currently happening and anticipate what might happen in the future.

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

Having just completed by undergraduate marketing degree, I’m about to start my Masters by Research this year at the Ehrenberg-Bass Institute, University of South Australia. In addition to this, I’m currently tutoring the university course; Market Research. I’ve been in academia for the past few years now, and I love the knowledge generation that comes from it. I love being able to discover new knowledge and distribute them to practitioners.

My career aspirations lie in two streams. First, my academic ambitions. Bluntly, I want to continue publishing in academic marketing journals. I enjoy the feeling of publishing and creating new knowledge for practitioners. However, I want to be the “middle man” of academia and practitioners. Being respected in the academic world is important to me. I would love for the editor of an academic journal to say: “oh good, Christopher is submitting something. I really want to read his work”. However, just as important is respect from marketing practitioners. For the CEO’s or marketing managers of the world’s largest organizations to say: “oh good, Christopher has done some more research. Lets see what he has to say because this is something we can actually use” is just as satisfying, if not more so. At the end of the day, if my work can’t be used by practitioners in the marketing field, then what’s the point of its existence? I want to exist and be respected in both these worlds.

My second aspiration relates to my teaching ambitions. I aim one day to develop and lecture my own market research course. The material I present to my students will reflect my first ambition: teaching real life knowledge that will assist the market researchers of the future.

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