How did you get there? Tanya Pinto

Great to hear from Tanya Pinto who is a UX Principal Researcher at Microsoft and Founder of Baal Dan Charities. Tanya spent her career in advertising, humanitarian consulting, non-profit leadership and tech research (market research and product UX research). She lives in Seattle, Washington and her non-profit feeds over 1,600 children daily all over the world. 

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

I am currently a Principal in UX Research Strategy at Microsoft. I began my career in advertising and brand management for over 13 years. Then I ran my own boutique consulting company for 5 years focused on research and storytelling for NGOs and the non-profit sector.

I landed in tech at Microsoft in 2017, first spending 4+ years on global market research and then jumping over to UX research in Engineering for the past 4 years. With a degree in journalism, I have always been interested in people, stories and research. I firmly believe in evidence-based reporting and with my foundation in advertising I was involved in account planning and ad testing. I think at its core, being a researcher has always been part of every role I have had; it is just that now it is part of my job title!

Staying curious, looking for what’s next in culture and industry has helped me in my career journey.

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

This industry attracts people from a wide range of backgrounds. It is unlikely that you will come across a “typical researcher”. I have worked with researchers from so many different backgrounds and disciplines such as public health, education and psychology. I think anyone who is curious, loves to figure out insights and has a service or consulting mindset could consider a career in this field.

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?

A challenge I have faced throughout my career is that I was not formally trained in research – particularly quantitative methods or Human-Computer Interaction (HCI). My current roles as a mixed-methods UX researcher requires me to deal with many different product research issues. I practice a lot of humility in this role and often have to show my vulnerabilities or lack of experience by saying; “I don’t know how to do this”, or “I’m not sure what to do here”. However, I have learned that by being vulnerable and showing up with a “learn-it-all” attitude versus a “know-it-all” attitude is a powerful path to overcoming insecurity and inexperience.

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

Focus on intentionally planning out different career chapters and deep experiences in specific areas. Try different roles outside of your comfort zone.  Some of the strongest researchers I know at a senior level had many different experiences and chapters early in their careers. Look for strong mentors that can expose your blind spots to help you grow.

Do you have any advice for our sector?

As a client-side researcher, I am constantly getting pitched by vendors, sometimes in an overly pushy manner. Often the services pitched are not even remotely close to my remit. I think it is important to start relationships by getting to know people, their roles, their business questions and needs. Often vendors focus on selling their specific solutions instead of listening to what the client really needs. Don’t always look to make a quick sale. Authentic relationships could lead to positive outcomes further down the road. 

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 would like to acknowledge Bernard Brenner and Reed Cundiff (former leaders in market research at Microsoft), for taking a chance on me and hiring me for a role in market research! They are both world-class insights professionals who I have learned so much from and truly appreciate for the opportunities they gave me. I would also like to thank Walter Middleton who is a former leader at World Vision International who was instrumental in the growth and development of my charity Baal Dan. His expertise, mentorship and guidance helped me more than words can say.