Future Talent Meets The Industry

ESOMAR Asia Pacific 2011

Urmimala Rajkhowa

Name: Urmimala Rajkhowa
Nationality: Indian
University: University of Melbourne, Melbourne Business School, Melbourne, Australia
Title of course/programme: MBA, with focus on Marketing
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How do you see the market research industry evolving and how can you contribute to it?

Market research is an important component of a firm getting more insight into their customer base. This customer base continues to become more diverse when it comes to their attitudes and behaviours. Their collective mindset is driven, at least in part, by the respective geographic locations.

The world may be a much bigger global village than of decades past, but with this opening of access to different corners of the world, there arises the desire to differentiate oneself from others, especially in terms of the unique aspects of regions and communities. This has an impact on consumption patterns and future outlook. To avoid stagnation, the market research industry has to consider the possibility of a shift in geographic focus from global to a more regional one. Companies should keep the global aspect of their operations and customer base in the background, at the same time have on the top of their minds the region (or country) of interest.

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

In my opinion, market researchers should have an understanding of the type of business within which the client firm operates. It will better help convince the client of the serious nature of market research when the researcher acknowledges from the start that the resulting insights and business recommendations will not be applied in a vacuum.

Market researchers should also be able to step back and see the forest for the trees at appropriate points in time during the research. The ability to maintain a balance between extracting more information from the details and seeing how each component fits in the overall puzzle will be crucial when conducting market research within different industries.

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

After my MBA, I want to join a market research firm, who is a leader within the region or globally, and who has a long history of strong business practices. Being able to contribute to an environment that will help satiate my curiosity on the how’s and why’s of consumer behaviour and psychology is something I look forward to doing through the rest of my career. Working in an industry that will evolve because of the emergence of new influences, customers and mindsets in consumer behaviour will make me more critically analyse yet be appreciative of the differences that exist.

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