Warangkana Anuwong
How did you get into Market Research?
I discovered my passion for research when I first worked in academic research. I was eager to learn how business organisations use and apply market research into strategic planning and joined Euromonitor International to gain this first-hand experience.
How is market research different from academic research?
Market research is constantly evolving. Research on fast moving consumer goods markets shifts with changes in time, consumer groups and market environment. Euromonitor’s product coverage is varied from packaged foods to travel to luxury products or even toys and games. So I can always find new challenges.
What do you enjoy most about your role?
It allows me to look at things from different points of view - from consumers to manufacturers and retailers. I learn about different worlds and use this knowledge gained to share with clients, colleagues or even friends and family. When I first joined Euromonitor International, I wondered why some analysts scrutinised every product they get their hands on: from the ingredients listing to the product pack type and unit price. One of the favourite lunchtime topics here is where a product should be categorised – does having a particular ingredient make the product fortified/functional or not? I have adopted the same habit. This curiosity is just naturally brought out and ingrained in you.
What is a typical day like for you in research?
I usually start my day going through the latest news on new product launches, marketing campaigns, packaging and company strategy. Throughout the day, engaging in calculations, analyses and digging through secondary sources are amongst my favourite tasks. And afternoons are the best time to discuss issues with country analysts or my team members. We usually have workshops to share industry knowledge, including a recent session reviewing personal accessories and eyewear companies’ performances and the impact on market developments.
