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Welcome to another exciting and informative episode of the Data Gurus Podcast!
Sima is delighted to have Lisa Wilding Brown, the CEO of Innovate MR, joining her today as her guest for the podcast. In this episode, Lisa talks about her journey to becoming a CEO, building confidence, the importance of role models and culture, and what the future holds for market research.
Lisa’s journey
Like many others, Lisa had no intention of getting into market research. After accidentally falling into the industry almost twenty years ago, she quickly got hooked! She started as a project manager of an online research team and then moved over to the panel team, where she worked closely with the survey methodology team researching research. She got to know a lot about methodological implications and learned how to do things the right way.
In 2009, she moved to uSamp. Moving from a large global traditional research firm to a tech startup with only a few employees was an uncomfortable change.
In 2014, Lisa joined Innovate MR when the company was still in the startup phase. Now, the company has more than 150 employees in multiple offices worldwide.
Inspired by her colleagues
Looking back at her journey to becoming CEO, Lisa gives credit to the network of friends and colleagues she has met through WIRexec who inspired and invigorated her so many years ago.
Little things
Over time, Lisa started doing little things to get everyone to know her brand and who she was and become more involved in the industry. That helped pave the way to her becoming a leader and the CEO of a business.
Role models
It is vital to have excellent role models. Unfortunately, women do not have as many role models.
Building confidence
While growing up, Lisa never even considered that she might become the CEO of a business. Like many others, she had insecurities and a fear of failure, so she focused on building her confidence.
Encouragement
Lisa encourages everyone to focus on the present moment, have new experiences, leverage opportunities, build their skill sets, and gain new levels of expertise.
Being the CEO
Lisa has a level of empathy that her team appreciates, and she feels that she is accessible to everyone. She feels confident that she will be successful in her role as the CEO because she knows the inner workings of the business and has a great relationship with her team. She hopes to inspire other young women and young professionals in the research space.
Culture
As companies grow, they should not lose sight of the dynamic and culture they enjoyed when they were small companies. Lisa is fiercely protective of her company’s culture.
Disruption
There has recently been a lot of disruption in the sample space. That allows for scale, growth, and efficiency in the future.
Brands are shifting
Brands are becoming more hands-on, and they are working with different, less traditional providers.
The future of market research
Although Lisa does not think that traditional market research will ever go away, she feels that surveys will reduce in the future, and we will see many more short micro-burst surveys.
Stats and data
Stats and data are becoming part of the mainstream. The uncertainty of the pandemic reinforced the need for data, so the average person now appreciates data a lot more than they did before the pandemic started.
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