Future Talent Meets The Industry

ESOMAR Insights 2011

Daniel Wahlen

Name: Daniel Wahlen
Nationality: German
University: University of Maastricht, School of Business and Economics, Maastricht, The Netherlands
Title of course/programme: MSc. International Business (Change Management & Consultancy)

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

Market research, especially in terms of retailing, can and should not rely on simple numbers and facts anymore. I think it is essential to use the creativity and richness of ideas of communities and customers. Use of social networks, co-creation and lead user research are some of the methods that will help companies and research institutes to gain sustainable competitive advantages. A broad view, not only in terms of analytical skills but also psychological knowledge is important to grasp the entire range of customer decision making processes.

Due to my experiences at BMW and Coca-Cola I am familiar with some of the most innovative and effective market research tools and strategies. I can contribute with knowledge about various sectors and creativity that seeks for solutions and insights beyond the usual. I am aware of the fact that continuously learning is nowadays only possibility for a company to remain successful and competitive on a long term base. I am educated with the right skills to not only learn for myself, but to foster learning and create learning organizations.

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

In ever changing times, learning and the ability to think out-of-the box are the most essential skills to remain competitive and to seek for maximized value creation. Regardless of research institutes or companies with own research departments, I consider this as the most important skill, next to basic skills such as analytical skills. Furthermore I think, that the skills of market researchers should go much beyond analyzing and presenting facts and figures to customer companies or the own company. Creativity, innovative thinking and the consideration of unusual sources should be applied to finally derive valuable and distinctive insights AND recommendations. Therefore I think market research should involve more and more consulting than simply presenting.

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

I seek for a career in the fields of marketing and retailing. Research shows that usual marketing and promotional activities show hardly any long term effect. How can we develop tools and strategies to positively influence decision-processes by not destroying value of the company? I am striving to work in a research institute that is able to distinct itself from pure number-crunching institutes or a company that values the competitive advantage that an own, independent research department has for the company. I want to use my creativity and experience to derive pure win-win-win situations: For the customer, the retailer and the manufacturer.

< BACK

Share |