Future Talent Meets The Industry

ESOMAR Congress 2011

Jonatan Dahlbeck

Name: Jonatan Dahlbeck
Nationality: Swedish
University: Stockholm School of Economics, Sweden
Title of course/programme: M.Sc. in Business and Economics, specialization within marketing
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How do you see the market research industry evolving and how can you contribute to it?

I believe that the market research industry will become an even more important aspect of the decision making process in modern companies. Due to the saturation that most markets in the Western world experience, the importance of not making any mistakes becomes bigger. In order to be the market leader, you have to know the market, and since mistakes will not be accepted anymore, the importance of intelligence and market research increases. How do I contribute?

I believe that one way to better understand your market is to have a better connection between the business world and the academic world. There is much research out there already, but it is not always reaching the ones who could turn it into practical use. I believe that both the academic world and the business world have to put in some effort to do this, and in my professional life I intend to keep the bounds to the academic world and make use of the intelligence that researchers possess in order to make the company that I work for excel.

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

Diligence is paramount in order to succeed, i.e. also for a market researcher. Another factor that I believe is important is creativity. Sometimes you know what you want to measure, but you do not know how to do it. To be able to come up with creative solutions of measurement is a very important skill. It is also a skill that is important to have when you have the data. A creative mindset will help you to find new and interesting ways to analyze your data and give you new insights.

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

I see myself as making a career within fast moving consumer goods. My first step on that road is a sales trainee position at Kraft Foods in Sweden. Working for a multinational company with strong brands has been a dream for me and I am very happy to able to pursue a career within that field. I feel thrilled by working with fast moving consumer goods since I enjoy understanding the customers’ needs and what motivates them. Market research is a field in which you have to excel in order to succeed within this business. I also enjoy the fact that I am going to be working for a multinational company since I would like to have an international career. I have already been working abroad and I enjoy experiencing new cultures. I also believe that getting different perspectives is one of the most valuable lessons that you can learn in life, both privately and professionally.

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