FUTURE TALENT MEETS THE INDUSTRY
ESOMAR Latin America 2008
Name: Marielisa Rivero Mendoza
Nationality: Equatorian
Year of birth: 1984
University: Universidad Santa María
1. How do you see the market research industry evolving and how can you contribute to it?
Over the years due to globalization and a more complex and continuously changing market, the market research industry has become a “must” for enabling better decision making. Therefore, the people who work in this industry have a huge responsibility in finding the appropriate research methods to allow successful responses to the problems/opportunities that a company or industry is facing. Since I work at a company that promotes market research as a powerful tool for supporting strategic decisions, I am committed to providing valuable information and make a careful follow up of our key performance indicators (KPIs), I am aware of the importance of continuing preparing myself for all the challenges that are coming at a professional level.
2. What are in your opinion the necessary skills for market researchers in the present environment?
Successful market researchers should have strong analytical skills and be client-service orientated to be able to contribute to creative problem solving. They should also have strong, clear communicative skills that allow them to present results and propose solutions for a business. A person working in this industry should be aware of the importance of delivering results on time to ensure appropriate reaction to the different challenges and opportunities that the market presents. It is important to be able to combine both quantitative and qualitative studies to provide consistent conclusions that support and guide clients into fact-based decisions.
3. How do you see your career unfolding and what are your aspirations?
I currently work as a Market Intelligence Especialist in one of the most important companies in my country. My role involves gathering and analyzing data about key performance indicators in the distribution channels. I have been in this position for almost 10 months –I know it’s not much time yet but I really like my job and plan to follow a career in the market research and marketing industry. In the future I’d like to reach a manager/director level in a position that challenges my abilities and that contributes effectively to the company’s goals. I know that my aspirations require my best effort and preparation and I’m willing to do it. Currently my MBA program demands a lot of time and resources but I’m happy because I know it’s worth it and I’m committed to obtaining the best academic and professional results.
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