Q&A with a client-side researcher
Editor's note: If you're an end-client researcher and interested in participating in a Q&A with Quirk's, please e-mail me at emilyk@quirks.com.
How did you first become interested in consumer insights?
My passion for consumer insights began during my time as a category manager at Unilever, where I saw firsthand how data-driven strategies could transform the retail landscape. I was particularly fascinated by the intersection of macro trends and micro behaviors – how broad market shifts shaped consumer preferences, while small tactical changes, like shelf placement or assortment optimization, could significantly influence purchasing decisions. Seeing insights come to life in real-world execution sparked my curiosity and cemented my belief in the power of consumer understanding.
When I joined Juanita’s Foods, there was no formal insight’s function, presenting both a challenge and an opportunity. It became clear that for the business to grow, we needed more than just data – we needed meaningful intelligence to shape category strategies, selling stories and long-term innovation. Working alongside cross-functional teams, we built a strong research foundation by leveraging panel data, consumer studies and competitive analysis to support more informed decision-making. Within the first year, we secured dedicated research funding, laying the groundwork for deeper investment in insights. Since then, the company has significantly expanded its commitment to understanding the consumer base, which continues to be a key driver of growth for retailers.
What excites me most is the evolving role of insights – not just as a reporting tool, but as a strategic driver of innovation and market expansion. The ability to decode consumer motivations, anticipate shifts and translate data into growth opportunities keeps me excited in this role.
What strategies would you recommend to researchers on small insights teams to help maximize the impact of their market research findings?
For small insights teams, maximizing impact starts with prioritization. It’s essential to understand your team’s bandwidth and focus on the research that will drive the greatest organizational value. Developing a multiyear insights strategy ensures alignment with company objectives while also mapping out the necessary investments and resources for growth.
Collaboration is key – gaining cross-functional buy-in allows insights to be integrated across departments and, when possible, shared responsibilities can help extend the team's reach.
Additionally, insights should be actionable and adaptable. Tailoring research to company priorities ensures findings resonate with key stakeholders. Where possible, collecting data at a granular level – by region, retailer or product – enables customized storytelling, making insights more compelling and directly relevant when opportunities arise.
By being strategic, collaborative and adaptable, small insights teams can amplify their impact and ensure their research drives real business decisions.
How do you work to ensure that your research accurately captures the diverse perspectives within the Mexican consumer segments?
Our portfolio is deeply rooted in authentic Mexican products, and authenticity is central to our brand identity. To stay true to our essence, it’s crucial that we understand the needs, preferences and perceptions of both Mexican consumers and those who simply enjoy Mexican food in the U.S. We are committed to ensuring our research captures a broad spectrum of these perspectives. By collaborating with expert research partners and leveraging their access to cutting-edge tools, we can execute research more efficiently, ensuring that our insights are not only accurate but also actionable.
Beyond basic demographic metrics, we focus on key factors like regional diversity, acculturation levels and the distinct behaviors of category consumers and non-consumers. This nuanced approach allows us to segment the market more effectively, as acculturation – the degree to which consumers adopt U.S. cultural norms – has a significant impact on how they perceive authenticity, the lifestyles they lead and even their purchasing habits.
To achieve a comprehensive view, we leverage a variety of research methodologies, blending both qualitative and quantitative approaches. We use techniques such as focus groups, ethnography and in-depth interviews to understand cultural nuances, while also relying on data-driven surveys to capture broader trends.
Recognizing that some niche consumer groups are often underrepresented in traditional research panels, we utilize direct engagement techniques in relevant environments to capture real-time insights. This approach helps ensure a more inclusive understanding of diverse audiences that might otherwise be overlooked.
The granularity of these insights is essential for making informed business decisions. These tailored insights enable us to prioritize initiatives that resonate most with our diverse consumer base, ensuring our investments and innovations are aligned with actual consumer demand and market potential.