Future Talent Meets The Industry

ESOMAR Asia Pacific 2011

Xing Wan

Name: Xing Wan
Nationality: Chinese
University: Communication University of China, Beijing, China
Title of course/programme: Communication Research
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How do you see the market research industry evolving and how can you contribute to it?

Important Area: In my opinion, market research industry is very important and essential to almost every industry, especially for business decisions-making. It provides clients with useful insights, which they can use easily to make effective strategies.

Related to Commercial Dynamic: It is clear that the financial crisis had a bad impact on the world’ economy as well as the market research industry. But it is still necessary and the key industry.

Competition in China: The market research industry has been developed for more than 20 years in China and companies both at home and abroad develop fast. Many multinational corporations, such as Wire and Plastic Products plc, establish their offices and research and development centers in China.

Develop with Technology: It will make full use of Internet and other advanced technologies deeply in the future, such as questionnaire online, net meeting, CATI, CAPI, and the like. Compared with traditional methods, they are more convenient and helpful.

How I Contribute:
I’m studying the market research in Survey &Statistics Institute, and I have learned qualitative and quantitative methods and experienced related projects. They equipped me with basic knowledge and some professional qualities, the ability of paying attention to details, teamwork and cooperation with members.

In the Securities Investors’confidence project , I learned how to set up a panel online and use information from Internet. And I also frequently use SPSS and Microsoft Office softwares. I will continue to apply what I have learned to the practice and never give up in this area.

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

A good master of related knowledge and methods: Nowadays, the market research industry is bright and promising. For researchers, top of the list is a good master of related knowledge and methods, for example, marketing and business study, questionnaire designing, Interview conducting.

Ability of Communication and Cooperation: I participated in a stakeholder survey, cooperated with Globe Scan Inc, at first I failed several times when telephoned interviewees, but I stick to it and explain to them clearly, and finally I complete the project perfect.

Principle & Honesty: I always remember that market research can’t be a lie and can’t be fake. As professor Huixin Ke, my academic advisor’s words go, to be honesty is a key for market researchers.

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

At present, I am a graduate student of market research, and have developed a huge interested in this area. I still remember the time when I had to conduct three projects at the same time, and I was under great pressure because of limited time. But with passion and self-motivated, I get up quite early and stay up very late during that time. As a result, I finish the three projects of high quality before the deadline. I guess it’s the power of interest.

And I plan to study hard and apply my knowledge into practice, to experience more in MR corporations. With the diligence and passion, I believe I will improve myself and develop a career in this area. Becoming a professional person in market research industry is my goal.

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