FUTURE TALENT MEETS THE INDUSTRY
ESOMAR INNOVATE 2008
Name: Katrine Gran Naustdal
Nationality: Norwegian
Year of birth: 1982
University: Copenhagen Business School, Denmark
Title of course/programme: Master of Science in Strategic Market Creation and CEMS MIM (Community of European Management Schools Master of International Management)
Professional/career ambitions:
I found the courses within Strategic Market Creation highly fascinating, and have obtained skills and tools in order to both find hidden needs as well as met them. Looking at the changing industry landscape, where for instance a mobile phone is not only a mobile phone any more, it seems that the industry lines will continue to become more blurred. Realising that one should not take the industry boundaries and standards for granted, but rather challenge and go beyond them is very appealing. I believe that companies who are able to be continuously innovative and to capture consumers’ needs are the ones who will lead the way. Finding these needs and even creating new needs challenge the traditional market research. How can you conduct market research on a market that has yet to be created?
Interest in Market Research:
By not only focusing on your own industry, but also look at things immerging around the industry and how they may fit together, new needs might be fulfilled. Further, one should bear in mind that what the consumer is not telling you, might be just what you need. I therefore believe that the key is to tap into the hidden needs. Hence it is not enough to conduct surveys or focus groups. An important skill is to be able to read the signals the consumers send in form of body language and behaviour and dig deeper into what they either are hiding or unable to express. Further when conducting research one should no longer look at it as a one way stream, but acknowledge that the consumers are knowledge empowered. Hence there is a need for softer values and interpersonal skills to create a trust and cooperation between the researcher and the customer.
Your final word on Market Research:
My professional objective is first of all to work strategically within marketing. Further, to draw on my creativity in an inspiring and multinational environment. I am striving after managing a product, or creating a completely new product, which will better meet customer needs. And maybe even revolutionise the industry…?
KEEP ME INFORMED |