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.
Name: Nikolaos Theodoris
University: University of Piraeus, Athens, Greece
Title of course/programme: MSc. in Business Administration
I believe that the market research will become more strategic in the furure. By this, I mean that it will pass from the data to the consulting. Consequently, applicant expectations and hiring criteria will change. Market research has to provide answers instead of just presenting some data. My role is to contribute to this industry by putting into practice everything I've been tought till now. Unfortunately, my working experience is limited by now but I will try my best so as to further my knowledge.
What are, in your opinion, the necessary skills for market researchers in the present environment?
First of all, true social quantification skills. For example, having the ability to translate problems and issues into measurable psychometric quantities.
As far as the creativity is concerned, most problems today need to discover the path towards its answer. It is crucial to create the road rather than just find it.
A market researcher has to have strong communication skills once he will have to work with other people, too. He has to be good with data and have analytical skills.
How do you see your career unfolding and what are your aspirations?
At the moment, in Greece aspirations are a luxury good because of the crisis that our country undergoes. Nevertheless, market research is a global industry. I sincerely hope that my options and my dreams are not restricted just in my country.
I will try to be part of the market research industry because of the fact that I'm interested in marketing and marketing without research is like dancing without music! Eventually, I will try to further my career in marketing in general.