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ESOMAR Next
ESOMAR is committed to the development and advancement of talent within the market research industry and beyond. Providing all those involved the opportunity to increase their knowledge and further develop their careers in market research.
Future Talent Meets The Industry
ESOMAR 3D DIGITAL DIMENSIONS 2011
Name: Deborah Roberts
Nationality: American
University: Florida State University, Tallahassee (FL), USA
Title of course/programme: Master's in Integrated Marketing Communication with concentration in Hispanic Marketing Communication
How do you see the market research industry evolving and how can you contribute to it?
With so much of consumer conversation, marketing and purchasing happening online, market researchers are going to have to learn how to leverage and collect analytics and information in new ways. Surveys and interviews will always have a place in market research. However, consumers are freely sharing information through social platforms like Facebook and Twitter. Market researchers will need to pioneer new ways to appropriately and ethically listen to consumers online and help organizations interpret and utilize that information in positive and constructive ways.
I can contribute to the evolution of market research by bringing my energy, enthusiasm, and an open-mind. By actively engaging and incorporating technological advancements into my professional work, I will be able to better assist organizations and consumers like effectively share information in order to benefit everyone.
What are, in your opinion, the necessary skills for market researchers in the present environment?
Market researchers must be curious, good listeners and be genuinely interested in people. Also, it is important for researchers not jump to conclusions or make assumptions about consumers. This way, the researcher will be able to responsibly gather accurate data from consumers without coloring their findings with their own perceptions, opinions or biases. When researchers are naturally curious and interested in others, they will intuitively seek out information to satisfy their questions.
How do you see your career unfolding and what are your aspirations?
I am open to every opportunity at present. My Integrated Marketing Communication Master's program has given me an excellent foundation and the ability to see problems differently. In addition, I was fortunate to have an amazing internship in an Account Planning department of a very well known advertising agency. I am extremely interested in how technology is changing the way that consumers seek information, communicate with brands, and make purchasing decisions. I would like to work in a collaborative environment surrounded by brilliant people where I can take initiative, be ambitious, and explore opportunities in markets, brands, and categories.
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