Future Talent Meets The Industry

At this point market research is going through many changes. One important aspect is the digitalization of the world. Especially mobile and social media marketing is becoming more powerful, which is also a good tool to gain useful customer insights. Although it is already used in market research, it will evolve, be optimized and further developed in time. Social media changes the methodologies and tools of data gathering.

Another phenomenon is research across borders. Again, the digitalization is contributing to this globalization and market research is more and more focused internationally. Especially the developing (BRIC) countries become interesting regions for market research. On the other side, marketing is getting more personal, so while global research is increasing, there is also more need for segmentation, making market research more and more important in order to have a more effective marketing strategies.

As I already gained experience in market research, from my courses, thesis and other projects, I can contribute this experience in the market research industry. Furthermore, planning to focus my thesis on social media and measuring the ROI of it can be helpful for both the market research industry as for business dealing with this new developing trend. Moreover, I am in the committee of the International Research Project for which I will do a field research in Brazil this summer. This will expand my knowledge and experience on global research. Hence, not only will I contribute to the market research industry by gaining knowledge on theories and methodologies, I will also gain experience in global research and social media, which is valuable for the future.

The most important skill for a market researcher is probably the ability to understand the focus of the research. Since, as a researcher you will gather much information, it is crucial to keep the core of the research in mind and rate the gathered data according to relevance and importance. Furthermore, a researcher should not only be an analytical and creative thinker, he should also be a strategic thinker. So besides performing proper research, he should also draw the right conclusions and transforming the data into valuable knowledge. Other important skills and characteristics for a researcher are being objective, curious and ethical.

As I have a passion for problem solving, I would like to have a career in market research and/or consulting. After I obtain my masters degree I would like to gain more experience in market research company or other business on market research department. My final goal is to start my own business in market research and consulting.