Annelies Verhaeghe
In the last weeks, I have interacted with several thought leaders in the Romanian market research industry in. From my conversations it was clear that as an industry it is time to embrace new methodologies to provide more value for our clients to understand new consumer trends.. We should create real impact by not only telling our clients what to do but also how to move forward. Sexy reporting is needed. Clearly, there is not lack of challenges but do we have the people to make this a reality? Time to investigate our future, the youngsters joining the market research industry!
Market research is cool!
Market research is perceived as an attractive industry for developing a professional career. Survey sampling International, one of the main employers in Timisoara, confirms: “Market research is perceived as a very ‘hype’ industry to work in. Considering the high amount of application we receive when we post a position online, I would say that the youngsters are attracted by the industry.”
So what is so appealing about research? Alexandra Ardean, involved in recruitment & selection for InSites Consulting, sees it as follow: “Students have a desire to be innovative, creative and to be challenged. The market research industry is moving at such a fast pace and therefore offers great opportunities.” Alina Serbanica, ESOMAR’s country representative for Romania, agrees that especially the new developments with online & social media research are driving youngsters to start a career in market research. On top, the multinational environment is assuring that you stay one step ahead with regards to the latest development on the market. But there is more! Market research is considered as a successful industry. Survey Sampling International clarifies: “In the past few years there was a high demand for different positions in market research companies (in Bucharest, Brasov, Timisoara – as some of the top players in the European industry opened support centers or expanded their existing offices). Youngsters have associated market research companies with an important job pool that is growing.”
Closing the gap with education
The positive image of market research within Romania should make it easy to attract young talent….or not? The industry agrees that it is easy to find people who want entry level jobs. In most cases they don’t ask candidates to have experience in the market research field. Finding experts however is challenging. Anca Nedelcu and Mihaela Florea, in charge of recruitment & selection at Gfk Romania elaborate: “It is harder to find people with technical skills, specialists on market research software. We inspire the new generation of researchers to have an out of the box thinking, to take courage and initiative, to develop their creativity and develop their presentation skills.” As such, all research agencies have elaborate training programs in place to develop the future talent which is greatly appreciated among youngsters at the start of their career.
However, most important employers agree that there is a big gap between the educational system and the labour market. Alexandra Ardean explains: “Until now market research was very little present in the youngsters life. The projects assigned during faculty were mostly fictive and included only door to door surveys or telephone interviews as quantitative research or observation during internships as qualitative research.” Survey Sampling International also feels that teachers insist a lot on theoretical side which makes that young graduates often enter the labour market a bit unprepared.
Fortunally, the industry is taking the lead and today market research provides increasingly work together to educate the young generation. Alina Serbanica testifies: “In the last years more specialised MR events were organised, open to different audiences targeting student’s participation and exposure to the cutting edge MR methods and techniques, interested on educating themselves on the MR trends and innovation.” Many companies offer internships or collaboration projects with students. In this way the students can emerge sooner in this industry and fully prepare for a career in this exciting, cool industry.
Annelies Verhaeghe is Head of Research Innovation at Insites Consulting, Romania and is on the Programme Committee for ESOMAR’s CEE Research Forum 2013.
This blog post is the last piece in a series of three posts on market research in the CEE region. Find out more on the state of the Romanian market research industry here and changing client needs.
