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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 Insights 2011
Name: Jeroen Goetschalckx
Nationality: Belgian
University: University of Brussel, EHSAL Management School, Brussels, Belgium
Title of course/programme: Postgraduate Program Digital Marketing and Communications
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Market research is the touch point between a business and its customers. The fact is that nowadays, consumers have dramatically changed in the way they communicate and behave, in the ways they live their life. The “homo economicus” is no more. The new empowered consumer isn’t a myth anymore, it is a fact. People are actually willing to actively contribute to a business, they want to be engaged. Therefore, it is only natural that market research should evolve in a corresponding way with these changes in order to enable a business to actually keep in touch with their customers and have a way of sensing what consumers feel. And so the businesses of today are learning to use new techniques and new media to reach their customers in a more effective way, and it only seems logical that market research will do the same thing. I believe that market research, as well, will focus on research methods that indeed connect to the new lifestyle of those empowered consumers. Because otherwise, businesses will inevitably fail to actually mean something to their customers.
In a nutshell: I believe market research will evolve to a more fusion research-based approach, into a way of combining several research methods, both more traditional methods (like focus groups) as well as new techniques, like online research communities or mobile research. And in that way, market research will be able to grasp the new reality we are living in and ultimately ‘feel’ the consumer again.
How can I personally contribute to it? Well, I’m a new consumer myself. I am considered to be a part of the “digital natives”, a new generation that grew up with modern digital technologies. I have a natural feeling with new ways and technologies of communication. I would apply these new techniques in an effective and efficient way in market research to create value in identifying and understanding the deeper dimensions that motivate consumers to behave the way they do.
What are, in your opinion, the necessary skills for market researchers in the present environment?Apart from the necessary technical market research skills, I think a market researcher needs to be passionate. They themselves need to be convinced of the necessity of market research. Market research professionals are dedicated to build up a dialogue with their respondents, and do not consider them as mere ‘test subjects’. They should be able to connect with consumers and participants. Market researchers do not solve problems; they prevent them from happening by proactively accounting for possible issues or obstacles on their path. A hands-on mindset is required to get things done the efficient way. A market researcher needs to be on top of things, he needs to be able to transform data and information to useful insights for a business.
How do you see your career unfolding and what are your aspirations?My goal is to be the driving force behind market research in a business, to be a crucial component of the “market research engine” in organisations. I want to be that person who enables both the business as well as consumers to reap the mutual benefits that market research can offer. What’s the most important to me, is that I can further train myself in becoming a better researcher and that I have the possibility to learn and grow on the job.
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