Future Talent Meets The Industry

ESOMAR 3D DIGITAL DIMENSIONS 2011

Sully Moreno

Name: Sully Moreno
Nationality: Panamanian
University: Florida State University, Tallahassee (FL), USA
Title of course/programme: M.A. Media and Communication Studies


How do you see the market research industry evolving and how can you contribute to it?

With advances in technology, I see market research moving at a much faster pace. In my Multicultural Marketing Communication course, we were able to use Internet survey software to reach 2500 respondents in only a couple of weeks. I find this very exciting because market research is now able to monitor consumer preferences nearly as quickly as they change. Personally, I aspire to contribute to the field with the insight that there are so many more possibilities nowadays when we consider consumers’ media preferences and the ways consumers are able to interact with media. I want to find the best ways to reach consumers and help brands pioneer new media with this information. Additionally, I hope to contribute to our understanding of our multicultural world and how cultural insights should be reflected in marketing.

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

Market researchers need to be quick in their responses to change. We need to incorporate evolving technology both in the ways we collect our data and in our questions to consumers. We also need to be creative and envision the possibilities that new media present for marketing. But despite this evolving landscape, we should also remember that qualitative research still has a place in the field. Currently, I'm the strategic planning intern at a communication agency in Tallahassee, and prior to laying out a clients’ marketing strategy we conduct thorough interviews with our clients and their employees. The information we uncover in these interviews is much more valuable in the situation than the results of a questionnaire could be.

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

I see my career developing in the area of strategic planning. Through my coursework in Integrated Marketing Communication, I’ve learned how the different facets of marketing need to interact in order to create a sound marketing message, and I see market research as a necessary component in any strategic plan. I aspire to work in an environment where creativity and teamwork are valued, since I feel that these elements should be present in all areas of marketing.

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