Great to hear from our 2023 Global 30-under30 honouree, Alanna Murphy who sparks passion into her work and fuels clients with creativity and innovation to achieve their objectives and connect their brand to their target consumers, resulting in deep understanding of consumer needs and emotions.
So, how did you get into the industry, and take us through how you got to this point.
In college, I took many research courses, which sparked my interest in market research and consumer insights. I fell in love and knew right away that I wanted to be a Qualitative Researcher. During these courses, I immersed myself in learning and mastering how to moderate focus groups and 1:1 interviews that would uncover impactful and actionable results. In my senior year, I interned at a prestigious research organization that provided a fantastic experience and allowed me to explore my creativity in the real world. When I graduated, I was offered a full-time position on their team and was excited to make an even bigger splash.
What are you most proud of from your career so far?
I’ve been most proud of the close relationships I’ve built with my clients throughout my career. I often work with the same clients because of successful end-to-end projects (including, proposal development, moderation, reporting, and presentation delivery). These clients ask to work with me by name as their preferred moderator. I have created alternative qualitative methodologies to meet the objectives and goals of each individual client. For example, I developed a rapid testing approach for Curion’s beauty clients that delivered insights in a fraction of the time required by previous methodologies.
Additionally, it is important to me to continue broadening my skillset and venturing outside of my comfort zone. I’m always on the lookout for new learning opportunities and techniques that can enhance value for Curion’s clients.
What two things should junior researchers focus on as they progress in their careers?
- Don’t be reluctant to ask questions: Questions stimulate new ideas, which can lead to the discovery of valuable insights. Ask others for their thoughts, it can be inspiring.
- Look for a mentor: Mentors can teach, motivate, and inspire those around them to improve. They help others identify both strengths and gaps in their daily role. A mentor should have your best interests in mind, and you will appreciate the feedback they share.
What message do you have for anyone considering a career in our sector?
Never stop seeking ways to broaden your knowledge and skills in this industry. The field of research is always growing, including the development of new methodologies, and clients’ business objectives are always evolving. I set short-term and long-term goals for myself over the next 5 years to help stay motivated, improve my skills, and grow on my career path.
Do you have any advice for our sector as a whole?
The world of AI is growing and transforming how our sector performs market research, so it’s important to remember our core values and contributions as researchers and thought leaders. We must focus on developing empathy with our consumers to identify pain points and provide solutions to our clients’ business objectives and improve the consumer experience.
And do you have anyone who has helped your career so far that you’d like to acknowledge and say thanks or give a shout out to?
I’d like to thank all my colleagues in market research who have guided and nurtured me throughout my career. Tiffany Grube, a Curion Qualitative Research Director, has consistently demonstrated the traits of an outstanding manager and leader. She has motivated me to become a stronger researcher and communicator. She believes in my strengths and ability, and works with me to improve myself every day. Tiffany has made a tremendous impact on my career by constantly seeking opportunities for me to broaden my skill set.