Never avoid failure. Be more courageous!
Daniel Bretschneider, Market Research Manager at Roche Pharma AG in Grenzach
In your opinion, what are the three most important characteristics that a Market Research Manager should have?
A Market Research Manager must bring along analytical skills. It is about understanding the details and thereby not losing the view for the whole. In addition, this position requires flexibility. Short-term enquiries must be quickly implemented. A great amount of enthusiasm is indispensable. In this position one comes into contact with numerous products and one repeatedly asks oneself: How will the markets develop?
How does one become a Market Research Manager?
I studied economic science and came to the pharmaceutical industry by chance. I had specialized in market research and had also written my bachelor thesis in this area. Through a trainee position, I then came to a pharmaceutical company. Within this sector, there are many decision-makers: Physicians assess and prescribe a product, patients take it, and health insurance providers take over the costs. All these players must be taken into account. It is an industry where something is moving all the time. It never becomes boring.
What does a typical work day look like for you?
There are different phases: Sometimes I browse through Excel tables and work on the analysis. In some time periods I go to the field service. This is usually the case in October, November, March and April. This is when our marketing materials are tested. I then classically sit behind a one-side window and can watch how physicians are surveyed. And then there are co-creations with physicians that we look after as Market Research Managers. My everyday working life is very diversified.