Why I Love MR: An Interview with Paige Copple

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 Paige Copple, 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? 

PAIGE: Like most MR professionals my path into market research has been fairly nontraditional! While completing my master’s in crime and intel analysis, I got a lot of hands-on experience in research. Since I was more interested in becoming an analyst over an agent or an officer, I worked with one of my professors to do IDIs all over the state of Oklahoma on the topics of rural policing and meth (use, distribution, desistence). I also collected data in a probation office, interviewing individuals as they came out of federal facilities. The hands-on experience showed me that research was the path to go, and I never looked back. I got from criminal justice research to CPG market research by way of political polling and am very happy I did! I love that every moment is a learning opportunity, it helps me enjoy diving into my work each day.

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

PAIGE: Every element of a product can be the focus of a study… from big to small… from the color of a cap before the product goes to production to helping re-shape entire flavor profiles. I was decently surprised by the breadth of projects we conduct and how even information on the smallest detail of a product can be incredibly valuable to our clients. 

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover? 

PAIGE: Oh this is difficult but I really want to study Formula 1 and the racing world, especially getting women more involved in racing, at all levels. I would love to be able to develop the marketing surrounding a team and a driver. Specifically, how to build engagement in the US market, find the right sponsors for them, and help shape their brand. They have a new segment, F1 Academy that works to get women on the pathway to F1 and I’d love to help develop that.

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?

PAIGE: Based on how I was first introduced to research – I love qual! Especially product taste tests - there is something so fun about exploring the sensory elements of a new product (or the refinement of an existing product) with people in person that reminds me how much I enjoy market research!

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?

PAIGE: The obvious one is AI (specifically LLMs) and the speed that this has just popped up in the last year or so. I am weary of the faults it has and the quality it can provide, but I am excited to see how it can become a beneficial tool (used responsibly) in the field.

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

PAIGE: Details, details, details. Refine your ability to ‘pay attention to details’. It is integral to a career in market research.

Thank you, Paige!

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