FUTURE TALENT MEETS THE INDUSTRY
ESOMAR WM3 2008
Name:Silvia Cindric
Nationality: Austrian
Year of birth: 1985
University: University of Vienna
Title of course/programme: International Business Administration - specialized in Marketing & Organisation and Strategy
1. How do you see the market research industry evolving and how can you contribute to it?
In today’s business world attracting consumers becomes a challenging task. It is not enough to produce goods of high quality but we need to build a deeper understanding of the consumers in order to satisfy their needs and build a strong relationship with them.
Market research represents a powerful tool for gaining insight to understand consumers, therefore creating value not only for the company but as well for society as a whole.
I have a special interest in the analysis of the driving forces of value generation within the company but also for consumers. Cross media communication and the new multimedia technologies represent powerful instruments to build these values.
In my opinion it is very important for me, as a student to learn how to connect theoretical knowledge gained trough courses at university with practical tasks, in order to make a contribution to market research.
Working at the University of Vienna as a research assistant allows me to gain insight into the market research process, applying different techniques to a diversity of problems.
2. What are in your opinion the necessary skills for market researchers in the present environment?
First of all a market researcher needs to focus on consumers in order to make a contribution to his company and create sustainable value. Further it is crucial to be familiar with related disciplines like psychology and sociology.
In addition a market researcher should feature both an analytical way of thinking and good statistic skills to solve problems.
During my employment as a research assistant I discovered that one should be very patient, things in this business don’t work out exactly the way one planned it, since we rely on other people and their participation.
To cover all aspects one should be familiar with both, qualitative and quantitative methods.
Since this industry is very dynamic a market researcher should be willing to learn regularly in order to adapt to this changes.
3. How do you see your career unfolding and what are your aspirations?
In Austria the labour market is saturated given that many people study business and particularly marketing. Nevertheless I decided to specialize in marketing since I was fascinated by it right from the beginning of my studies. In comparison with finance or accounting, where the focus is on numbers in marketing we concentrate on people and all the factors affecting them. Working at the university enabled me to take a deeper insight into this interesting field.
I have approximately two more semesters left before obtaining my master’s degree.
After graduation I would like to work for a big consulting company in an international surrounding.
KEEP ME INFORMED |