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 Emily Izbicki, PhD, Research 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?
EMILY: I knew before college I’d pursue a psychology degree, and I was fortunate enough to get involved in research early on. I learned from amazing professors in undergrad, to whom I’ll always be incredibly grateful for guiding me on my research journey. From there I went to work as a research lab tech, and from there to pursue my doctorate in social psychology. So while I’ve always loved research, I didn’t find market research until late in grad school. I was drawn in – and still am! – by its cadence, which allows me to investigate all sorts of different topics, with a variety of methodologies. I also love AMC’s focus on consumer behavior, which fits nicely with my social psych background.
What has surprised you most about working in market research and insights?
EMILY: How much I adore data visualization, and how much impact data organization can have. There’s market research, and then there’s insights. Having the right information is of course essential – but communicating it well is an art.
Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?
EMILY: Aside from market research, I’m also passionate about cooking and reading about food science for home kitchens. I’d love to work my way through something kind of esoteric, like learning all of Escoffier’s ways to make eggs, and sure, let’s rig up a refrigerator for dry aging.
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?
EMILY: I have a soft spot for pack work and shelf tests, and product tests, and foundational studies like A&Us. But in crafting custom approaches, for me it’s not so much working with a particular methodology or approach as the satisfaction of knowing we’ve hit upon the right selection for this particular initiative and to answer these specific objectives.
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?
EMILY: AI is obviously top of mind right now. From the agency side, not new but still hot is data quality and engagement. We put so much thought not just into what we’re asking, but how we’re asking it, to really make the time we have count.
What would you tell someone who is considering a career in market research?
EMILY: I never feel like I’m doing the exact same thing twice. I could run something like two claims tests or two PFUs (our Purchaser Follow-Ups) back-to-back, and the experience can be entirely different. This job can require both strict adherence to detail and a lot of flexibility. It’s absolutely a challenge, but it’s entertaining.
Thank you, Emily!
Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!