Future Talent Meets The Industry

ESOMAR Asia Pacific 2011

Steven Dunn

Name: Steven Dunn
Nationality: Australian
University: University of South Australia, Adelaide, Australia
Title of course/programme: MSc. in Marketing
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How do you see the market research industry evolving and how can you contribute to it?

I believe continuing technological and methodological innovations will be driving factors in the future of the market research industry. This provides potential to modify and revolutionise traditional techniques, as well as providing a brand new toolbox for market researchers. The Internet has already had a substantial impact on market research over the past decade, seen through the development of online community panels and data mining opportunities. The role of the Internet will continue to grow in wide ranging research operations. Other data collection technologies, such as eye tracking and brain scanning, will give a brand-new perspective on consumers. This innovation will provide many new and exciting insights, however the challenge for the industry will be to sort through these insights and turn them into relevant and useful information.

I plan to contribute through being part of team of researchers at the Ehrenberg-Bass Institute for Marketing Science, investigating marketing practices and disseminating this information to industry and society. I will also contribute through implementing this knowledge directly into market research conducted for clients. Additionally, I intend to be actively involved in organisations such as ESOMAR, with the goal of having wide reaching positive impacts on the market research industry.

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

Market researchers in the present environment need to have the skill set to turn research into managerially useful information. It is not enough to simply provide results; market researchers need to have the ability to give data context and meaning in order for it to provide true value. This ability comes from extensive prior knowledge of the tools and methodologies being used, as well as the industry being assessed. Researchers need to know what results are ‘normal’ and expected in order to avoid clients ‘jumping at shadows’ and wasting valuable company funds.

Market researchers must also engage in continuous learning and maintain a sceptical viewpoint. These are vital skills for working in an always-evolving industry such as market research. For example, as new technologies and approaches appear, it is important to view these critically and fully understand them before implementing their use, rather than simply following industry trends. This again comes from a strong base of prior knowledge and appreciation for an evidence based approach to research.

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

I am currently a Research Associate at the Ehrenberg-Bass Institute for Marketing Science (University of South Australia), where I have worked in various roles for close to three years. Upon completing my undergraduate studies later this year, I intend to continue on with the Institute, completing a Masters by Research, potentially followed by a PhD. Completing these studies with the Ehrenberg-Bass Institute will give me the opportunity to have an impact on marketing practice through engaging in useful, industry relevant research, as well as through conducting corporate contract research for both local and international clients. I believe that this practical experience and knowledge will provide a strong foundation for an interesting and challenging career, whether this is in academia or industry.

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