Welcome to The Research Happy Hour where we chat with qualitative research professionals to learn about their career paths, passions and experiences.
During our latest Research Happy Hour, we spoke with Marissa Brown, a VP at Bovitz, Inc. Marissa shared her journey from food research to market research and the unique experiences she gained along the way.
Join us as we learn about Marissa’s unique career journey, her love of acquiring new perspectives and the importance she places on embracing change.
From Food Science to Market Research
“I don't know what it is about market research, but it attracts people that come from all sorts of really interesting backgrounds.” - Marissa Brown, VP at Bovitz Inc.
What led you to a career in qualitative market research?
Marissa: My undergraduate degree is actually in food science, but my interest in the human side of things led me to my Master's in a subspecialty called sensory science. This focused more on the human aspect of food science as opposed to the chemistry, physics or engineering aspects. It lit this passion in me for understanding the human side of any situation.
During grad school, I took an internship at a company called Conagra Brands, the parent company of many brands that you would recognize from the grocery store, that turned into a full-time position once I’d finished my Master’s degree. I then did the opposite of what many researchers do; go from the client side to the supplier side, instead of in the other direction.
I started my career on the client side which was a great place to learn so much and get an understanding of how to conduct research, influence people, and advocate for the research to get decisions made and help drive strategy. Jumping over to the supplier side, I was eager to work across different industry verticals and methodologies. It’s been almost nine years since I made the jump from Conagra to Bovitz, and I’ve grown so much in my career in my time here.
A Love for Learning New Perspectives
What do you love about qualitative research?
“It feels like such a privilege to get to spend that little bit of time and get a little peek into someone else's world that is different from your own.”
Marissa: For me, it's the people. I know it's such a cheesy answer, but it feels like such a privilege to get to spend that little bit of time with them and get a little peek into someone else's world that is different from your own. That's why at the end of my conversations with people, I'll thank them. They're taking time out of their day to talk with me, to post pictures, to share a story or anecdote. It's a privilege. It gives you a little bit of perspective on how someone else lives their life or what is important to them.
As I connect the dots to my bigger life and passions, it's a repeating theme. For example, what I like about traveling is getting to see different ways of living or different perspectives. That, for me, is what getting to do qualitative research is like. It's like going on a little travel excursion, getting to meet someone new and learn about a different experience or perspective.
The Opportunity to Share A Passion With Others
What valuable lessons have you learned from your experience over the years?
Marissa Brown: As researchers, I think we're drawn to the field because we're all naturally curious. That's what helps you to be successful in this field; staying curious and pursuing improvement and learning. Our field is so dynamic, and it's changed so much over the years. It can be easy and comfortable to stay set in your ways, but you're going to be left behind, now more than ever because we're in this big sea change in research technology.
Overall, I’ve learned to keep pushing and trying new things, even if it feels a little uncomfortable and scary. There are definitely moments throughout my career that have felt a little uncomfortable. It’s scary, but when those moments happen, you have to lean in because that’s where growth happens.
Are there any moments in your career that you are particularly proud of?
“The thing that I am most proud of is getting to share my passion with other people.”
Marissa: There are those slam dunk presentations and big project wins, of course. I also reflect on the very first time I moderated, the feeling of it all sitting on your shoulders and the thrill of it. But I think the things that I am most proud of are those moments of getting to share my passion with other people. One example of this was in my first job where a colleague and I were trained on creative problem solving and design thinking. We started introducing it into the research we were doing and began facilitating training on it with other colleagues. We were recognized with a corporate-level award for doing this and for the influence it had on the culture within our research and innovation function.
Another one of my proudest moments was when we designed and facilitated a research practices training for a client. We taught them about different research methods, how to execute research and the do's and don'ts for asking questions and leading conversations. Giving them some basic best practices and getting to share the knowledge and experience I've accumulated over the course of my career is something that I was really proud of. It was incredibly rewarding as a researcher to be able to pass that along.
Do you have any advice for future researchers?
“Stay hungry, stay curious and keep improving.”
Marissa: I think that there are upsides and downsides to taking a position on the client side or the supplier side. For example, on the client side it's working in a matrixed organization, understanding how to work within the hierarchy and politics, and advocating for the voice of the consumer among other competing interests like supply chain or finance. But there's the reward of being a part of a new product or service coming out. Then on the supplier side, you get client demands that can be challenging. But seeing their eyes light up when they understand the insights and knowing that your research is going to help them make a really important decision is rewarding. Through it all, my advice would be to stay curious, stay hungry and keep improving. That advice remains consistent regardless of where someone's market research career takes them.
Conclusion
Marissa's career journey is a unique one, taking her from food science to market research. Her story reminds us about the significance of maintaining a curious and learning mindset, whether you find yourself on the client or supplier side of the industry. We appreciate Marissa for taking out time to share her experiences with us. Stay tuned for more such diverse perspectives and insightful conversations as part of The Research Happy Hour series.
About Bovitz Inc.
Bovitz Inc. is a market research and strategy firm that puts people at the center of design, innovation, and growth. They believe in the value that companies of all shapes and sizes can bring to people’s lives, and it matters to them that they do it. As a company, their mission is to give real people a voice so powerful that their stories change the course of business decisions.
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