Future Talent Meets The Industry

ESOMAR Insights 2011

Sebastian Kerth

Name: Sebastian Kerth
Nationality: German
University: University of Maastricht, School of Business and Economics, Maastricht, The Netherlands
Title of course/programme: MSc. International Business (Strategic Marketing)
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How do you see the market research industry evolving and how can you contribute to it?

Personally, I would be really happy contributing to deliver insights that explain the phenomenon we can observe in this changing world. Currently, I am working on a research project that aims to further analyze content of online customer reviews.

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

The present dynamic market environment request researchers to be, what I would like to call, a global observer and thinker.

Global: It is essential to understand a global phenomenon and implement local solutions. In order to serve the global environment, communication and intercultural skills are of utmost importance. Understanding people and their individual needs will guide researchers finding answers to their questions.

Observer: Especially, throughout the Internet information are made available without explicitly requesting it. Researchers need skills to observe what is going on - online as well as offline. Combining these two worlds will identify consumers that researchers want to understand in detail.

Thinker: Analytical thinking skills will enable researchers to link the observed and take it a step further, think outside the box and deliver insightful facts for a problem that ask for decisions to make.

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

I am convinced that marketers need to become acquainted with research skills to better understand customers’ needs and serve them. Bridging marketing and market research, I would like to serve consumers with products, communications and convenient shopping trips based on their individual needs. My aspiration is to share ideas about shopper marketing with many different people in order to understand the future shopper as much as possible.

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