Welcome to our "Why I Love MR" Q&A Series! We have talked with both internal AMC Staff and some of our clients, so keep an eye out for fun interviews coming up exploring all the reasons why those of us who work in market research are so passionate about what we do! Interested in being interviewed and sharing why YOU love MR? Reach out to us.
Here we get a chance to know Alecia DiVita, Senior Project Director at AMC Global, a little bit better...
A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?
ALECIA: I actually had no understanding of the industry or the purpose behind it until I took a market research internship in college. I quickly became enthralled with uncovering insights and making recommendations that drove my client’s business decisions. It was only supposed to last one summer but here we are seven years later!
What has surprised you most about working in market research and insights?
ALECIA: What truly goes into making a business decision. From price points to packaging to where the product is on the shelf – all these decisions matter and serve a purpose. So many people walk through stores and see their favorite products but have no idea how much thought and investment has gone into them.
Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?
ALECIA: I am a huge foodie and I love to travel so my passion project would have to combine the two and include some sort of taste test around the world!
Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?
ALECIA: My favorite research approach combines both quantitative and qualitative research. I want to uncover the ‘what’ but also love to understand the ‘why’.
What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?
ALECIA: The world is constantly changing, and it only makes sense that market research changes with it! While I love traditional approaches to research, some of my favorite studies have been innovative techniques.
AI has been making waves and by working together with AI and utilizing the strength of the researcher’s creativity and knowledge I believe it has the chance to really shape the future of market research.
What would you tell someone who is considering a career in market research?
ALECIA: There is something new to learn every day, whether that learning benefits your clients or your own personal growth. If you love to learn, are self-motivated and enjoy working in a fast-paced environment, then market research is for you!
Thank you, Alecia!
Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!