Conversations with corporate researchers
How did you first become interested in consumer research?
When taking a marketing research class in college I was always looking forward to the next lecture and assignment because I was genuinely curious to learn more about the consumers, products or services that comprised our case study each week and enjoyed analyzing data to uncover those insights. A year later I took a consumer behavior course which further supported my passion in the area while helping narrow my interest to really understanding consumers and how they make decisions.
Does your love of live events influence your work as a researcher?
Absolutely! Live events – whether it’s a baseball game or concert – are like mini case studies for me to observe people and try to understand their motivations for attending as well as how the experience could be improved. It also works the other way in that my research skills allow me to cultivate my love of live events by frequently finding new ones to attend!
What tips do you have for researchers looking to use in-depth interviews for the first time?
It’s pretty common advice but so important that I have to say it first – avoid directly asking “why” as much as possible. While understanding the why is a key research objective, it can make consumers very defensive about their answers and ultimately hurts the tone of the entire conversation. A second tip for in-depth interviews is don’t be afraid of silence. Participants are hearing these questions for the first time so make sure the moderator allows them time to process and doesn’t try to fill the silence, which can distract or lead them to a different response.
Describe the best part about conducting end-to-end journey mapping for the Walt Disney World guest vacation experience.
Disney is a very emotional brand, and it was incredible to see and hear the powerful feelings that guests experience throughout their Walt Disney World vacation. Sharing what the trip personally means to families plus allowing us to tag along and experience it with them at times was both touching and insightful.
What is one of the most unexpected finding to come out of consumer research you have conducted at Disney?
It’s no surprise that guests see Disney vacations as a chance to bond with their families, but it was really interesting to learn they also enjoy and seek out opportunities to connect with others who are vacationing in the same place simply because they now have that experience in common.