FUTURE TALENT MEETS THE INDUSTRY
ESOMAR Congress 2007
Name: Mariella Hernández Salazar
Nationality: Peruvian
Year of birth: 1980
University: INCAE Business School / RSM Erasmus University
Title of course/programme: Full Time MBA
Professional/career ambitions:
I would like to continue working in the marketing (CRM and Customer Satisfaction branch) and projects management field. Ideally I would like to be involved in the management of the Corporate Social Responsibility initiatives of the company I work for.
In the short term, I would like to work at a managerial level for a respected company and also have a role that requires being highly mobile. In the medium/long term I would like to teach at the university. One of my objectives in life is to share the knowledge that I will gain with the new generations that’s why I would like to combine my professional life with the educational field (as mentor or teacher).
Interest in Market Research:
I’m interested in the “qualitative” side. After years of being measuring “hard” indicators as income, sex, age, etc now we start to ask questions that would help us to personalize our products and services. Now we want to know how satisfied is the customer with the product/service we are offering and what we could do to improve this perception, increase their satisfaction and at the end increase their loyalty to our company. We are going into the one-on-one relationship path. This for me is exciting news!
At the same time I want to see the “bottom of the pyramid” (the lower income sector) as a possibility, as a huge market where we could offer something that cover their needs, improve their quality of living and at the same time gain important revenues. To do this I need to invest in Market Research.
Final word on Market Research:
Listen! Listen with humility not assuming that you have all the answers and not assuming that you know what the people are thinking about you or your product.
KEEP ME INFORMED |