Why I Love MR: An Interview with Ken Roshkoff

Posted by AMC Global on Jul 9, 2024 8:00:00 AM

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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 Ken Roshkoff, CEO here 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? 

KEN: I grew up around market research. My dad started our company, AMC, back in 1979.  Growing up, I used to talk to him about the types of projects he was working on, and it always sounded very interesting.  I loved the idea that he was often working on new products prior to their launch—before the general public knew anything about them.  

What was exciting to me about market research was the creativity and problem solving associated with it. For me, it’s not so much about digging deep into the numbers. We’ve got awesome researchers handling that at AMC Global. t’s more about the big picture. Understanding our clients’ needs and putting together creative custom solutions that best address those needs and provide the actionable insights they are looking for. 

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? ?

KEN: Nothing gets me more excited than one of AMC Global’s full-blown PFU (Purchaser Follow-Up) programs that includes all the bells and whistles we incorporate to provide the actionable insights our clients need in order to help guide their decision making in the new product launch space.

What has surprised you most about working in market research and insights?

KEN: Probably the fact that I was able to find my niche in the new product launch space, develop several patents on insights solutions that really fill a void, and build a business around these unique solutions.


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?

KEN: As of today, AI is the hot topic everyone is talking about. It’s well known that there are numerous ways market research organizations can benefit from using AI to help streamline their internal operations. As AI continues to evolve, I believe some of the internal functions at market research organizations will no longer need as many employees; however, for anyone considering a career in market research, don’t be alarmed.  I also believe that AI will create all sorts of new career opportunities within the market research field. Our industry will still require humans who are skilled market researchers and understand when, where, and how to leverage AI to best address client needs. It’s an exciting time and I have no doubt that AI will play a key role in the future of our industry.  

What would you tell someone who is considering a career in market research? 

KEN: The same thing I’d tell them about any career they are considering. You’ve got to find something that you love doing. Market research can take you down many different paths, and it’s not for everyone. Try to determine early on what excites you most about this industry and immerse yourself in it completely. It’s an awesome feeling when you love what you do.

Thank you, Ken!


Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!