FUTURE TALENT MEETS THE INDUSTRY
ESOMAR Asia Pacific 2008
Name: Nur Ardyagharini
Year of birth: 1984
University: Universitas Indonesia
Title of course/programme: Master of Management
1. How do you see the market research industry evolving and how can you contribute to it?
Market Research Industry
Gradually I think market research Industry has been growing rapidly especially in the facilities, methods, and tools. The results from market research become very important part for company that can give added value for them. From my experience working in this industry, nowadays companies really need the service of market researchers. Especially in making big decisions related with their products. With market researches help, company can make efficient and effective way in communicating their products. Also, they will have more information about consumer wants and needs so that they can provide and sale the right product to the right consumer. Besides, MR can give them advices what is the best competitive advantage which can be delivered to consumer so the company can be more competitive in their industry.
MR as part of business industry has started long time ago. It becomes a mature industry at this stage. Although in Asia Pacific area MR industry is still relatively new. It is still in process of growing and evolving. The four main countries which become the leaders in this industry at Asia Pacific area are India, China, Japan and Australia.
However, this industry is still new in Indonesia and it is still in the growing phase. We can say that mostly large and multinational companies are those which used MR help. Probably, it is because of lack of companies providing marketing research which leads to tougher competition in this industry. Even though, in my opinion, this industry still has a huge potential to be developed.
My contribution
Firstly, I really hope as a student of business school, that the knowledge about human behaviour which I have from psychology faculty combined with the knowledge of marketing from economic faculty and my experiences in research about human behaviour and marketing fields are useful in the future so I am able to contribute my knowledge in this industry. I can contribute my knowledge at the place where I will work in the future.
Secondly, I want to learn more about this industry and also about the development in this industry in Europe and America. I am sure the knowledge of world's situation will be applicable in my country-Indonesia. Also, I would like to share the information from other countries to Indonesia by organizing workshops and seminars, not only in schools but also to the public.
Thirdly, I hope I could innovate new ways which will be suitable for particular situations and problems in MR so it will be more applicable and easy to use.
2. What are in your opinion the necessary skills for market researchers in the present environment?
I believe that a good market researcher has to be skilled in all steps of marketing research. It is not only ability of quantitative skills but also qualitative skills. He/She also must have aptitude for communication, listening as well as interpersonal skills. But I am sure that the most important think is to have strong desire and passion for MR.
3. How do you see your career unfolding and what are your aspirations?
In the future I would like to apply for a job in the marketing department dealing with research or anything related to marketing. I would like to work in a department where I could apply my knowledge and experiences. I am also thinking to work abroad to seek out new experiences in this industry and to learn more about MR in other countries because different country must have different characteristics. And to discover these issues will be real challenge for me.
And after I gain valuable experiences, I also want to open my own marketing and branding consultancy. It would become my contribution in developing this industry. I believe that when there is a will, there is a way.
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