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

I envision the market research industry evolving in two distinct ways, stemming from the following client based phenomena:

a) An increased interest in consumer participation in market research efforts due to the advent of gaming technologies in a non-gaming environment- Gamification (MarketsandMarkets, 2013). The pace of growth within ITC is unrivalled; many claim that the Information Technology industry is at its peak, a notion which I oppose based on the proven track record of industries to regenerate after the maturity phase, the IT industry produces many discontinuous innovations which ensure reinvigoration of newer industry life cycles (Lettice, 2002). Software packages are easily designed by entrepreneurial individuals who sell them to market research firms and companies in the Fast Moving Consumer Goods business to be used by research subjects and brand/product consumers alike to rate their honest experiences in a more fun and interactive online quest. (MarketsandMarkets, 2013)

As a researcher, I can contribute to this trend by recommending and encouraging the use of gamification software for post product-purchase/usage surveys. I have been involved in field work as a researcher and if I can gather a few peers in the IT department, we can construct algorithms to one of the best and most reliable sources of consumer information.

b) It is becoming increasingly important for many corporates to affirm consumer rights and protective laws because of the requirements of the information age in which are living. The effect of this on the market research industry is that consumers will be the drivers of many research efforts. (Tom French, 2011) Social media has created a double-edged sword in the form of a platform which can equally drive traffic to a corporate website to give credit or to Hello Peter to deface. Chances are, as far as B2C marketing is concerned, that everyday people with real experiences of brands and products will take precedence over market research institutes that help businesses to understand its clientele.

As a researcher, I must emphasise the importance of market research firms- not only for job creation opportunities but also for the advancement of stimulating academic research that is impartial and not a by-product of performance ratings or dissonance factors.

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

Stephen Hawking once said that no one performs research in physics with the aim of being awarded a prize. Research is the joy of finding something no that one knew before.

Firstly, an admirable trait that present day researchers should maintain is the vigorous pursuit of knowledge beyond awards. I recently attended a mentor’s Masters’ thesis defence and was astounded by the way in which she anticipated all the questions to the defence. She later

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revealed that her study was based on a cause - which became a token for her to actively seek all the variables that impacted the topic; and not the applause of being awarded the degree, which was secondary to her genuine interests in the matter at hand. I approve of how anthropologist Zora Neale postulated research as a formalized curiosity, a process of poking and prying with the goal of solving a problem.

The second most important skill that market researchers ought to have is synonymous with great leadership; being a five star communicator. The role of communication in the modern world is insurmountable. Firms of varying growth potential entrust many of their research functions to the management consulting industry- which is flourishing in recent times due to the role played by Business Analysts who understand the value of communication. Fundamental of all forms of communication, applicable to all contexts is the mastery of active listening (Mehl, 2007). Whether it is listening to a lucrative client or a participant in a focus group, the skill of being a five star communicator rests in market researchers who listen to learn.

Lastly, I believe the best of market researchers are impartial. The best way to contribute to a knowledge base is to detach oneself from the study and to conduct it in the most objective of ways as possible. I have learned that qualitative research is prone to a lot of subjective and opinionated results; however, there are many ways in which subjectivity clouds judgements because it is the culmination of emotional responses to research objectives. If market researchers remain impartial, there are decreased chances for research outcomes to be rigged in favour of the hypothesis and there are more opportunities available to exploit taboo topics in market research such as the influence of the lesbian and gay community on target marketing practices for example.

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

I am well versed in the theoretical topic of Integrated Marketing Communications and find interest in the manner in which different corporate bodies execute their Market Offering to fulfil a specified target audience’s needs based on content marketing, however; closest to my heart is the concept of Consumer Behaviour. The easiest way to explain my reasons for pursuing a dual degree in Marketing and Psychology lies in the speciality of “Consumer Behaviour”. I would, ultimately, like to contribute to the research field of consumers, not as contributors in economic spheres, but as creatures of a cognitive, social and emotional make-up and the impact thereof on various markets in the future.

A significant aspect of target marketing which sparked my interests in the field of consumer behaviour is the representation or rather the lack thereof, of all members of the South African population in marketing campaigns- specific reference to the lesbian and gay community. South Africa boasts one of the most diverse groups of people, however many research efforts and customer activations still shy away from these niche markets because they are 2 | M . K g a t l e - S A M R A E s s a y

considered as taboo (LunchBox Media, 2012). Within my research I aim to uncover many of these unspeakable traits which are imprinted on the DNA of the South African consumer, which is probably what makes us inherently unique.

I believe the Fast Moving Consumer Goods Industry presents a good launching pad into the trajectory of my career because that is where students garner knowledge about the various impacts of brands on their target markets, thus exploring different segments of the population- one brand/ product at a time. It is for this reason that I am involved in the Loreal Lancome student competition and plan to engage in vacation work at one of the leading FMCG companies this June holiday.

The most important of my aspirations is to remain ruthlessly curious about the workings of the world by being a well-read scholar. I have identified the gift in the learning experience through my studies at University which have stimulated an intellectual reawakening of sorts- which I hope to maintain throughout my career.

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