Editor’s Notice: The next interview includes a GreenBook Future Checklist honoree, Robyn Rouse. The GreenBook Future Checklist acknowledges management, skilled progress, private integrity, ardour, and excellence within the subsequent era of client insights and advertising and marketing professionals throughout the first 10 years of their careers.
Introducing Robyn Rouse of Important Findings
As Supervisor of Analysis and Design at Important Findings, Robyn Rouse is breaking the mould of conventional qualitative analysis to create atmospheres and experiences that result in actually genuine insights within the trade. She was a key researcher on an exploratory examine about podcasts, the place they created a podcast “episode” as an insights deliverable. This piece is usually sited as an out of the field, partaking and non-traditional technique of sharing insights.
Outdoors of insights, what are your passions and pursuits?
My biggest ardour is touring. Who doesn’t like to journey, am I proper? I caught the journey bug after I was 17 years previous and took my first solo journey to Panama after commencement. It opened an innate curiosity in me that I prefer to imagine I carry via to all aspects of my life, together with my work. I’m so lucky to say I’ve had some superb alternatives to see some fantastic locations round our world. Amongst my favorites are Ghana, Iceland and the Philippines.
It’s grow to be a ritual for me to spend New Years in a distinct place every year. This 12 months I used to be shark cage diving in Hawaii, an incredible expertise second solely to my swim with manta rays within the open ocean. I’m additionally dedicated to visiting each continent throughout the subsequent 5 years, and I’m completely happy to say that I’ve solely Antarctica and South America left to go!
What’s the most precious lesson you could have discovered from market analysis?
I feel essentially the most invaluable lesson I’ve discovered from market analysis is that of empathy. The core of our work is admittedly attending to know and perceive individuals who typically come from seemingly very completely different worlds. It’s our job to dig beneath the floor to search out that core human want, worth or ideology that’s the unifier and will be associated again to our shopper’s enterprise.
“Be taught, experiment with, and faucet into the facility of recent applied sciences however don’t sacrifice private connection, instinct and objective if you do.”
Quite a lot of my focus is qualitative in nature, and I get to satisfy and communicate with individuals on daily basis that in my private life I could not have ever encountered. In such a small window of time, we create somewhat ecosystem of our personal, the place we will simply discuss and relate. Even on the quantitative facet, we’re challenged to look past the info and contemplate the human expertise, which is really the place I discover essentially the most enjoyable in our work. It’s a novel alternative to essentially see individuals as individuals.
What do you suppose the important thing traits or qualities of a frontrunner are? How does this play into MRX?
The simplest leaders are those that pay attention first. They don’t soar instantly to problem-solving, and so they don’t generate new concepts for the sake of doing so. They pay attention first, and so they pay attention brazenly to all points-of-view. Solely then, as soon as they’ve come to know the wants of the group, do they act. This management fashion not solely cultivates belief and respect, however it cultivates an atmosphere of concept sharing that in the end creates the house for different leaders to emerge.
Listening first performs immediately into the MRX house. It’s the foundation of what we do with insights. We method enterprise issues creatively but additionally with objective and intent. And we generate insights from a spot of deep understanding, listening and studying between the traces in order that we will make connections between customers and types.
What challenges do you see going through newer MRX professionals as know-how advances?
With advances in applied sciences and AI particularly (whats up, ChatGPT!), the problem I see for brand new MRX professionals, or maybe the problem to them, is to learn to harness know-how as a software, however to not develop an over-reliance on it. The insights we’re searching for are human insights. Totally different applied sciences can assist us mine bigger units of knowledge within the pursuit of themes or broad factors of differentiation, however this enhances slightly than replaces the center of our work.
It’s a life lesson as a lot as a analysis one. Don’t develop an over-reliance on Zoom interactions in our post-COVID distant and hybrid workplaces. Join with individuals in-person when you possibly can. Don’t develop an over-reliance on social on your private communities. Spend time, bodily, with family and friends.
Be taught, experiment with, and faucet into the facility of recent applied sciences however don’t sacrifice private connection, instinct and objective if you do.
