23 February 2010

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.

Oliveira, Eduardo (2009) @ ESOMAR CONGRESS 2009