MBA project
In partnership with the Tanaka Business School, Imperial College London, ESOMAR sponsored a project for MBA students that would reflect the goals of our Developing Talent Initiative.
Entitled “Market Research for Breakthrough Products” the project asked students to consider the case of breakthrough products where the corresponding market is yet to be created.
In looking at how to ask consumers about products they’ve never used, and may not even know they need, the project addressed two key issues:
- Role of research in identification and commercialisation of break-through innovation in the technology – SME environment as well as in other enterprise sizes (e.g. multinationals) and industries (e.g. FMCG, service etc)
- Talent pipeline – What skills and methods market researchers require
Presentation from Congress 2006
The student chosen by ESOMAR to undertake the project was MBA student Harleen Sindhu, who was invited to share her results with delegates at the ESOMAR Congress in 2006.
To download the presentation, click below:
ESOMAR MBA project summary
(PDF FILE - 165 KB)
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