ESOMAR is committed to the development and advancement of talent within the market research industry and beyond. Providing all those involved the opportunity to increase their knowledge and further develop their careers in market research.
How do you see the market research industry evolving and how can you contribute to it?
The market research industry needs to be at the front of information and communication technologies. One of its major challenges is to understand consumer latent needs for new products and services which, ultimately, aim at improving the life quality of consumers in general. As we can read from ESOMAR web page “research provides ethical, responsible and creative to lead the way for better decisions, better results and a better world". I believe that a large part of the market research industry will be absorbed into the open-source, like internet, and other technologies to know consumers in a variety of consumers’ contexts. The application of new technologies can help researchers to collect reliable and update data in a non-intrusive way.
In my opinion, the market research industry is becoming competitive, particularly in a context in which markets are increasingly globalised. Today, most people have a PDA, mobile or desktop computer with more competing power then thought possible few years ago. These devices are crucial to manage knowledge, the complexity and large amount of information.
Another characteristic is the way how information is easily spread. New patterns of consumer behaviour and the new tendencies in shopping around the globe are constantly in progress and pose completely different new challenges.
My background is in the geography, tourism, regional economy, and marketing. My main goal is to understand the social network and special events in cities and tourism destinations. Social network geographies have a crucial role in this process. With my academic experience, I can bring a different perspective to marketing research and give may contribution to an ethical, responsible and creative market research.
What are in your opinion the necessary skills for market researchers in the present environment?
The main skills of market research analysts comprises collecting, organising and interpreting data from local, regional, national or other global areas in order identify potential customers with different psychographic and sociographic profiles. They need to combine expertise in quantitative and qualitative methods in order to understand a complex and diverse reality.
The most relevant tasks are related with collection and analysis of market information, identification of market trends and market segmentation. No one doubts that this field is one of the most challenging tasks available today.
How do you see your career unfolding and what are your aspirations?
I have many aspirations for the years to come. I like quite a lot to learn new things, and to work with strong leading institutions in order to contribute for a better world. My desire is to continue my academic experience, either in Portugal or in an European University, in a PhD Marketing programme. The subject of my research project is to study consumer behaviour in cities. Therefore, I want to investigate the new tendencies of global cities and discover what are the residents’ and the consumers’ needs. I like marketing place, city branding, building a brand for the city. Understanding the importance of the social networks in order to improve the cities’ attraction is a must. This topic is important because it involves the cooperation among diverse entities, such as universities, public services, and the tourism industry. I am a graduate in Geography and Regional Planning from the University of Minho. I have an advanced-graduation in MSc in Tourism and Regional Development from the Portuguese Catholic University and I am now finishing my first year of the MSc programme in Marketing and Strategic Management from the University of Minho. I have been working in the School of Economics and Management of University of Minho, since 2006, and have carried out many projects and research on regional economy, public policies and investment in local industry. I expect to make good friends in the ESOMAR Congress that will help me in the future, as well as enlarging my social network and opening my perspective of what has been done in other countries with regard the specific field of market research.