Why I Love MR: An Interview with Sarah Snudden

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 Sarah Snudden, Head of U.S. Consumer Insights, JDE Peet's 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? 

SARAH: While I didn’t know about “market research,” from the start I’ve always been super people-curious. I got into our family’s Time-Life books. I dug into Native American traditions. I loved biographies—especially Martin Luther King, Jr’s and Helen Keller’s. I wanted to know more about different religions. I got deeply excited when I got to see the King Tut exhibit when it toured the US.
 
I grew up in a college town, and parents made sure we were the host family for international students who might need a place to go for US holidays—or just for a good Sunday dinner. My mom’s family came from Denmark, and she remembered always hosting relatives from abroad who would come for a “trial visit” to the US—some would stay and some would go back. I was lucky to have parents who really encouraged me to learn languages and travel on my own as soon as I was able.

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

SARAH: I think the best surprise for me is that I can make a nice living by being curious. When I was just out of college, I didn’t figure out my path right away, and I’m grateful I found this space—and that there are so many opportunities to keep on learning.

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

SARAH: Oh wow! After so much time working at home, I’d love to be able to take a trip around the world and just refresh my view of life beyond my desk—beyond my house. I’d really want to practice deeply listening, watching and learning. I’d love to have the time to engage my senses and experience the people and places along the way. More movement—less desk!

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? ?

SARAH: To be honest, when it comes to studies, I think I’m a “love the one you’re with” person. I love any type of study that helps us solve a mystery and drive business action. The studies I love least are the ones that are more routine-driven and often don’t yield much impact (too often brand trackers fall into this category—expensive, often-tedious for EVERYONE involved, and snapshots of the rearview mirror).

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?

SARAH: I feel like the consistent question across my career is how can we get better/faster/cheaper work done. While the tools and technology may change—sometimes quite radically—it’s consistently this challenge that runs in the background.

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

SARAH: Ooh, I’d encourage them to always think with curiosity and empathy because no matter what, those core traits—when wedded with good strategic thinking, are really the core of market research to me. Combining these three forces is very satisfying when you get to use them to be creative and solution-oriented!

Thank you, Sarah!

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