FUTURE TALENT MEETS THE INDUSTRY

• What is it?
• How is it done?
• Where and When?

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Developing talent
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• Market Research Handbook
• Client Forum
• Market Research Explained
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• Future Talent Meets the Industry

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	EUR 58 (p&p included)
Members EUR 50 (p&p included)
"Market Research Explained  is a must read for any manager interested in the voice of the market". Read Reviews

 

	EUR 500 - Print (p&p included) & Free PDF
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	EUR 175- (p&p included)
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"This book will definitely find a place on the corner of my desk". Read Review
	EUR 90- (p&p included)
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FUTURE TALENT MEETS THE INDUSTRY

ESOMAR WM³ 2008

Name: Viktor Schmidt

University: Corvinus University of Budapest

1. How do you see the market research industry evolving and how can you contribute to it?

Today European and North American research accounts for the 80% of all research spending. I am interested to see how quickly the developing parts of the world will change this, and what complex information we will get to know about the consumers of these quickly rising societies (e.g. Asia Pacific).
With so many companies having loyalty programs and with so many internet communities and free accounts, there is an amazing amount of information stored in databases about consumers. In addition on the internet it is possible to track every move of the consumers, what they do, what they say, even what they actually think. This information matched against their personal profile (also available online or in case of loyalty programs offline), will enable better understanding of the consumers.
Of course it will not only help drawing clearer consumer profiles, but will enable customization even on a personal level. When it comes to online advertising for example it will be possible to deliver personally tailored advertising messages. This of course brings up a lot of ethical questions which will have to be answered.  

2. What are in your opinion the necessary skills for market researchers in the present environment?

- Strong analytical thinking capabilities and methodological background
- Being well diverse in the use of computers and the internet
- Creativity
- Empathy/emotional intelligence

3. How do you see your career unfolding and what are your aspirations?

I would like to work abroad in different fields of marketing for a while to gather the most possible knowledge about the world of marketing. That means working as researcher, working as brand manager and even working at the creative side at an agency. I believe that is the only way to truly understand the whole picture. My ultimate goal is to establish my own marketing agency. (May it be a consultancy, an online creative agency or whatever format that will best suit the future needs of the market.)

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