Great to hear from Global 30 Under 30 Nominee, Alexandra Mar, ‘a passionate explorer of human behaviour who’s always on a quest to uncover the intriguing ‘whys’ that drive us all.‘
So, how did you get into the industry, and take us through how you got to this point
I entered the industry with a background in marketing and a passion for human behavior. My journey began with roles in B2B client advisory, including management consulting, where I honed my skills in market research. Later, it was propelled when I pursued a Master in Market Research and Consumer Behavior
This experience laid the foundation for my role as a Insights Manager at EyeSee, where I’ve been able to apply my expertise and drive positive change through data-driven insights and innovative behavioral research methods.
What are you most proud of from your career so far?
I take immense pride in my journey within the insights and knowledge industry, particularly in my role as an Insights Project Manager at Eyesee Research. One of my most significant achievements has been my contribution to standardizing internal processes within the organization.
In a relatively short span of time, I’ve worked diligently to streamline our workflows, ensuring that each step of the insights’ generation process is efficient and effective. This endeavor not only resulted in improved project turnaround times but also led to cost savings for the company. The ability to deliver high-quality insights to our clients in a timely and cost-effective manner has been a source of great satisfaction for me.
Additionally, I’m proud of my role in strengthening relationships with our clients. Understanding their unique needs and objectives has been a key focus of mine. By consistently delivering actionable insights that align with their goals, I’ve not only secured their trust but also generated referrals and repeat business. These long-lasting partnerships have been a testament to the value I bring to the table as an insights professional.
Furthermore, I’m proud of my commitment to continuous improvement. My efforts to foster a culture of excellence within the organization have had a positive impact on our team’s performance. Sharing best practices and innovative solutions has contributed to the elevation of industry standards.
In essence, what I’m most proud of in my career in insights is the ability to drive positive change within my organization, enhance client satisfaction, and contribute to the broader industry’s advancement. My journey has been marked by a relentless pursuit of excellence and innovation, and I’m excited to continue making meaningful contributions to this field.
What things should junior researchers focus on as they progress in their careers?
Continuous Learning: Junior researchers should prioritize continuous learning and skill development. The field of research is dynamic, with evolving methodologies, technologies, and tools. It’s crucial for junior researchers to stay updated on industry trends, research methods, and data analysis techniques. This can be achieved through formal education, online courses, workshops, and networking with experienced professionals. Learning not only enhances your expertise but also keeps you adaptable in a rapidly changing landscape.
Building a Strong Foundation: Junior researchers should focus on building a strong foundational knowledge of research principles. This includes understanding research design, data collection, and statistical analysis. A solid foundation in these areas enables researchers to approach projects with a structured and methodical mindset. It also provides a basis for critical thinking and problem-solving, which are essential skills in the field. As junior researchers gain experience, this strong foundation will serve as a valuable platform for tackling more complex and challenging research tasks.
To sum up, junior researchers should prioritise continuous learning to stay updated in the field and build a strong foundational knowledge of research principles. These two key areas will not only support their career progression but also contribute to their effectiveness as researchers.
Also, don’t forget the passion that got you into the field.
What message do you have for anyone considering a career in our sector?
Embrace the power of data and insights. Our sector plays a pivotal role in helping businesses make informed decisions, drive innovation, and stay competitive in today’s fast-paced world. It’s not just a job; it’s an opportunity to be at the forefront of understanding consumer behavior, market trends, and industry dynamics.
Stay curious and adaptable. The field of insights and market research is ever-evolving, with new methodologies and technologies constantly emerging. Be open to learning, experimenting, and exploring new approaches. This willingness to adapt and embrace change will not only keep you relevant but also lead to personal and professional growth.
Build strong communication skills. One of the most rewarding aspects of our sector is the ability to translate complex data into actionable insights. Effective communication is key to helping clients and colleagues understand the significance of the data and how it can drive meaningful change.
Lastly, remember that our work has a real impact on businesses and consumers. It’s about more than just numbers; it’s about people’s preferences, needs, and behaviours. Approach your work with empathy and a genuine desire to make a positive difference.
Do you have any advice for our sector as a whole?
I do! I have a few pieces of advice:
Embrace Technological Advancements: The market research sector is evolving rapidly, with advancements in AI, machine learning, and data analytics. Embracing these technologies can greatly enhance the efficiency and accuracy of our research methods. Investing in the right tools and platforms can help us stay competitive and provide more valuable insights to our clients.
Foster a Culture of Innovation: Encouraging a culture of innovation within our organizations is crucial. This means creating an environment where team members are empowered to explore new research methodologies and approaches. It’s through innovation that we can offer unique solutions and stay ahead in a rapidly changing industry.
Enhance Data Security and Privacy: With the increasing emphasis on data privacy regulations like GDPR and CCPA, it’s essential that we prioritize data security and compliance. Ensuring that we collect and handle data in a responsible and ethical manner is not only a legal requirement but also a trust-building factor with our clients and respondents.
Invest in Continuous Learning: Market research is a dynamic field, and staying up-to-date with industry trends and best practices is crucial. Encouraging employees to pursue continuous learning and professional development can lead to a more skilled and knowledgeable workforce.
Client-Centric Approach: Always keep the client’s objectives and needs at the forefront of every project. Building strong relationships with clients, understanding their pain points, and delivering actionable insights that align with their goals should be a top priority. Happy clients lead to long-term success.
Diversity and Inclusion: Promote diversity and inclusion within our sector. A diverse team brings different perspectives and ideas to the table, fostering creativity and improving decision-making. It’s not only the right thing to do but also beneficial for business outcomes.
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?
Absolutely, I’ve been fortunate to have some incredible mentors and supporters who have played pivotal roles in my career journey. Firstly, I’d like to acknowledge Diego, who has been a constant source of guidance and wisdom. He not only provided valuable insights into the industry but also encouraged me to push my boundaries and explore new horizons. I’m truly grateful for his mentorship.
I’d also like to give a heartfelt shoutout to my colleagues at EyeSee, particularly Daniela, Jennifer, and Yael. Our collaborative efforts, brainstorming sessions, and shared dedication have been instrumental in the successes we’ve achieved together. Working alongside such a talented and supportive team has been a privilege.
Last but not least, my family and friends have been my unwavering pillars of support. Their encouragement, belief in my capabilities, and willingness to lend an ear during challenging times have been invaluable. I couldn’t have come this far without their love and encouragement.
So, to all these amazing individuals—my mentors, colleagues, and my cherished circle of family and friends—thank you! Your contributions to my career have been immeasurable, and I look forward to continuing this incredible journey with your continued support and inspiration.