Market research: Career choice for UAE's youth

Fresh graduates in the UAE see market research as a good career choice. This will be discussed during the upcoming Dubai-based ‘Esomar’ market research conference that will see fresh graduates sharing the results of a global survey that cites market research as a good career choice for the region’s young professionals.

The event, now in its third year, takes place on March 11 and 12 at The Address, Dubai Marina to showcase the role of market research under the tagline ‘Creating Value – From Insight To Foresight’.

According to Steve Hamilton-Clark, CEO of TNS Mena, the world’s largest custom market research organisation and a member of the conference advisory board, Esomar supported a group of young researchers to conduct a global study among their peer group.

“The task was to assess the attractiveness of market research as a career choice,” he said. “The young researchers surveyed 1,800 recent graduates in nine countries.”

Meanwhile, Finn Raben, Esomar director-general, noted that the Gulf region has shown 7.1 per cent net growth in research turnover in the last year.

“Market research is in demand and there is a great opportunity to celebrate research and showcase the impact it can have across the board, including on the potential employment opportunities for the region’s young talent entering the job market.”

He also noted that Esomar provides the platform for market research, advertising and marketing professionals to share regional business and market research issues, gather new insights, as well take advantage of the networking opportunities at the conference organised by Esomar Live.

The event, which is expected to attract more than 150 delegates from the region, will spotlight the challenges and opportunities of conducting research in the Menap (Middle East, North Africa, Pakistan and Iraq) market while throwing a spotlight on the Arab digital generation. It will also take an in-depth look at the strong impact of digital advertising and discuss what happens to the consumer at the point of purchase, or decision making.

Presentations are scheduled from industry experts including Stan Sthanunathan, Senior Vice President, Consumer & Market Insights at Unilever UK who will deliver the keynote address, to be followed by expert panel discussions and presentations from Yahoo!, TNS, Vodafone, Ipsos, Unilever, Nielsen, Booz & Co, Millward Brown and ALJ Toyota.

The event also features a workshop presented by UK’s David Smith of DVL Smith on the new, consultative skills that marketers need to possess to ensure that the new and evolved information now possible from research is used effectively in organisational decision-making.

 

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