Great to hear from 2023 30 Under 30 Nominee Nicolas Gedigk who is Qualitative Insights Analyst and RIVA-trained moderator at Behaviorally.
So, how did you get into the industry, and take us through how you got to this point
Stemming from my multicultural background of German and Korean heritage, I have always been interested in learning about different cultures and human behavior, which is why I studied cultural anthropology for my B.A. at Vassar College. I never expected to start a career in market research, but I knew that I wanted to use the qualitative research skills I acquired from my degree. I started to investigate what other anthropology majors were doing in the workforce and came across Behaviorally, where I was fortunate enough to be given the opportunity from the qualitative to join them and embark on this journey.
What are you most proud of from your career so far?
I’m most proud of the accomplishments that have pushed me outside of my comfort zone. From the beginning, I had felt most at home with report writing and analysis, but responsibilities related to client management and moderating felt more daunting to me. However, as I gained more exposure and experience with both, I began to feel more confident and comfortable. I recently led clients through an ideation session of a workshop to help inspire ideas for reinvigorating engagement in their category. The sense of accomplishment felt more significant to me because it felt like a marker of growth.
What two things should junior researchers focus on as they progress in their careers?
I would encourage junior researchers to be self-reflective and think outside of the box. It can be very helpful to reflect upon your role in order to identify the areas in which you feel less confident. Rather, than shying away from those tasks, head directly towards them so that you can become more confident in them. As for thinking outside the box, looking at what others beyond your role or department are doing can be a great way of acquiring more skills and gaining a more holistic understanding of the industry.
What message do you have for anyone considering a career in our sector?
If you’re a curious person, it’s a great industry to be in! Because the insights industry touches almost any category you can think of, there’s something for everyone, whether you’re interested in media, technology, personal care, or food and beverage. Follow your interests and see where they take you.
Do you have any advice for our sector as a whole?
With the increasing prevalence of AI solutions and online research, the industry seems to be encroaching on exciting new frontiers in research. Having used some of these solutions myself, I am excited by what opportunities they could unlock as these technologies mature. I would simply advise that the industry be very intentional with how and where these nascent technologies are deployed, paying close attention to what they are best used for and where the human touch may still be necessary.
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’m very lucky to be a part of the Qualitative team at Behaviorally who have always been incredibly supportive of my growth. The team has created a collaborative environment in which everyone’s successes are always celebrated and everyone’s growth is invested in through mentorship and external trainings, such as RIVA training for moderating. My mentor Paul Markovic, who is a Director on the team, has especially paid careful attention to my development as a researcher and moderator, looking out for the right opportunities at the right times for me. Leading by example, he has taught me much of what I know about the industry.