Future Talent Meets The Industry

ESOMAR Congress 2011

Pawel Janiak

Name: Pawel Janiak
Nationality: Polish
University: Leon Kozminski University in Warsaw, Poland
Title of course/programme: Strategic Managament and Marketing
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How do you see the market research industry evolving and how can you contribute to it?

The market research industry mirrors many other service sectors and can be characterized by rapid change. In my opinion we can see that the market research industry is involved in the process of internalization and the process of globalization. Big companies like Millward Brown has significant market share all over the world. From the other side we can see that the newest technology plays the greater role in market research. For example the researchers use on-line tools or mobile phones. Moreover researching methods are more specialized. Researchers use their psychological and sociological knowledge during in-depth interviews. I would like to indicate that market research industry pays greater attention to the individual consumer, to understand the single person not whole marketing segment. Finally, we can see that there are a lot of new research methods which are adjusted to the problem for example neuromarketing.

I will use my knowledge management experience to contribute. In my opinion the knowledge is crucial in market research companies. Implementing the most important theories like sharing knowledge model or organizational culture aimed for knowledge sharing and knowledge creation would help improving the efficiency and quality of the researches.

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

New technology, globalization, the changing needs of clients and longer working hours – all these and more - contribute to increasing demands on the people who work in market research. That is why I think that market researchers:

  1. Should be willing to achieve personal growth and development. We have to learn during our all life.
  2. The people should be at their best in the workplace: have to reflect on the business, to be in charge of themselves and their development and, crucially, to help colleagues in other business areas to achieve their aims.

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

At the moment, in Greece aspirations are a luxury good because of the crisis that our country undergoes. Nevertheless, market research is a global industry. I sincerely hope that my options and my dreams are not restricted just in my country.

I always do my best to achieve the aims I’ve set before. My future is connected with knowledge management. The job in a research company would be a great opportunity to use my skills and experience. The MR industry needs knowledge management solutions to improve the quality of the researches. New technology and new research methods require specific knowledge which should be still up to date. I can help MR researchers understand how crucial is to share and to create new knowledge. It would help them to understand consumer needs and strengthen theirs relations with the organization they work for.

I want to take part in the process of implementing knowledge management solutions in MR companies or professional associations such as ESOMAR.


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