Back in October, just one week after the program commenced, IE’s School of Social & Behavioral Sciences in cooperation with ESOMAR staged the first workshop with the purpose of introducing the market research industry.

ESOMAR is an international organization for encouraging, advancing and elevating market research worldwide. The workshop provided insights into the world of market research, emphasizing the global current demand for market researchers and stimulating our interests in the career path available for us. The event also featured interesting case studies from companies such as Heineken, InSites Consulting and BrainJuicer. Through these cases we also learned how these leading companies employ market research to fuel innovation and stay competitive.

Below is an interview with Finn Raben, Director General of ESOMAR, talking about the key takeaways from the event.

Written by Pia Montemayor, Philippines, MRCB ´13


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