Why I Love MR: An Interview with Kristin Luck

Posted by AMC Global on Jun 3, 2024 9:20:00 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 Kristin Luck, Founder and Managing Partner at ScaleHouse, 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? 

KRISTIN: Honestly I don’t think most folks know, at least during their University days, that market research is even a career option. As most in this sector, I fell into market research by chance. One of my many jobs as I worked my way through my University degree was as a research assistant at a social science research firm. I was a Journalism major and research is all about telling stories through data so I just really fell in love with the process, and when I graduated I was hired by Lieberman Research Worldwide (now Material+) in Los Angeles. And so my market research career began! 

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

KRISTIN: I’ve been more shocked than surprised that the majority of research firms don’t conduct research on their own brand, use data to tune their own business performance, or believe in investing in marketing. It’s baffling to me. In essence, as an industry we don’t “eat our own dog food”. 

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?

KRISTIN: There’s a lot of debate right now about the use of generative AI and synthetic data within the sector. Although the use of these solutions make many nervous about their long term career prospects, I look for opportunities that show promise to cut out “grunt work” (which most of us spent our early careers toiling under) and/or improve the quality of insights delivered. I think generative AI and synthetic data show great promise on both fronts. 

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

KRISTIN: Market research is a $180B global sector that is incredibly broad. Don’t get stuck on one vertical, company or method but, instead, try to experience as much variety as you can early on in your career. I’ve excelled in this sector because I’ve gravitated toward my interests and was fortunate to have crossed paths with the right people at the right time, which enabled me to have a broader and more varied career than I could have ever imagined. 

Thank you, Kristin!


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