30Under30 Nominee: Charlotte Morelli

Great to hear from Global 30 Under 30 Nominee, Charlotte Morelli, a mixed-methods Research Manager at Opinium who utilizes a variety of statistical methodologies to deliver insights with impact to her clients.

So, how did you get into the industry, and take us through how you got to this point? 

I joined Opinium, a full-service insights consultancy, as an entry level research analyst three years ago –  only a few months after graduating from Tulane University. As an Economics major and Psychology minor, I was drawn towards the role for its focus on research and behavioral analysis. These past few years have flown, and since joining Opinium I’ve learned so much about research, data science, and what it means to be an effective insights partner for your clients.

Why should anyone consider a career in market research, data and insights?

One of my favorite things about my job is that I never stop learning, both in regards to methodology and subject matter. I’m lucky to be surrounded by so many talented researchers at Opinium, who are constantly knowledge sharing. Each project is an introduction to a new technique or methodology, and as a full-service agency with multiple practice areas, each client is a new foray into a niche set of business challenges and objectives.

Career paths are rarely without challenges. Can you share an honest moment from your career when things didn’t go quite according to plan, but the lessons remain with you to this day?

I think that the difficulties and challenges we come across end up becoming our greatest assets when we learn from them. The first example that comes to mind is the learning curve I experienced as an entry level analyst, when training to be a quantitative researcher.

As a more intuitive and big-picture thinker, I struggled to slow down and immerse myself in the large data sets that quant research involves. At a certain point I was convinced that quant research was simply not for me, and that I should focus more on qual.

While qualitative research is also great, it’s been so rewarding to continue developing my quantitative research skills and start feeling passionate and curious about the work. Thanks to both consistency and a suite of senior team members supporting my growth, I’ve made significant strides in my skillset, and turned what was once a weakness into a strength. The more advanced quantitative projects I’m on are now some of my favorite!

What two things should junior researchers focus on as they progress in their careers?

I think one of the best things you can do as an entry level researcher is go broad – try to immerse yourself in both quantitative and qualitative research, and beyond that, a variety of different methodologies and subject matters.

The more you can learn the better! And in relation to that, raise your hand whenever possible; you never know where an opportunity will take you.

Do you have any advice for our sector?

We’re in very exciting times as new AI-based technologies continue to emerge and shape our sector, along with society at large. The creativity and emotionality that come from the human element of market research – people connecting with people – is in my mind essential to the work we do.

Maintaining this element of human connection while still utilizing all new technologies available to us is paramount.

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?

Huge thank you to everyone at Opinium for helping me get to where I am today, and for cultivating a wonderful culture to work in. Specifically, my career manager Allie Davenport (and previous career manager Grace Miller), Opinium NYC’s VP Mark Petrone, as well as our CEO James Endersby, have all been huge parts of my career journey. I would not be where I am today without all of your support!