For Ting Chin, a senior research executive with global market research firm Ipsos, every research project becomes a journey of discovery.
'I love the fact that my job is all about people and understanding them,' says Chin. With a background in sociology and an interest in marketing, Chin says that as a qualitative market researcher, every project brings new eye-opening discoveries about people.
'Whether it's the reason people buy toothpaste, underwear or the way commercial cooking sauces make users feel like competent chefs,
I really enjoy finding out what drives the decision-making processes,' says Chin, adding that a large amount psychology is involved in both talking to and understanding people.
In addition to communication and organisational skills and co-ordinating market research projects, Chin says it is important to be aware of evolving market trends.
'I try to stay informed through reading magazines and newspapers, and by talking to friends and family about consumer preferences and the things that interest them,' says Chin, who hopes to work on more 'what motivates' type projects in the future.