Greenbook Future List Spotlight: Kadene Pitter

Editor’s Note: The following interview features a 2024 Greenbook Future List honoree, Kadene Pitter. The Greenbook Future List recognizes leadership, professional growth, personal integrity, passion, and excellence in the next generation of consumer insights and marketing professionals within the first 10 years of their careers.

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Kadene Pitter, an Ad Sales Research Analyst at BET Media Group, demonstrates a profound expertise in researching various industries' intersectionality within the Black community and their resonance with Black audiences. Her work empowers the Sales team at BET Media Group to craft compelling strategies for advertising partners, solidifying the company's position as a leading advertising partner for Black audiences.

With a background that includes roles at Katz Media Group and experience in developing websites and media strategies for cultural and tourism entities in NYC, such as NY Trav Fest and LargeUp, Kadene brings a wealth of knowledge to her current position. Hailing from Kingston, Jamaica, and New Haven, CT, she holds a B.S. in Marketing from Providence College.

Kadene's commitment to amplifying Black voices and driving change through her research is evident in her nomination for VP of the Culture MRx Board, where she aims to provide transparent and accurate insights into Black audiences. 

Since starting your career in MRX, what would you consider to be your greatest accomplishment?

One of my career role models is the Principal of Solid Booking Agency, Sharon Burke. She epitomizes who aspire to be as she is the leading force in Jamaica’s male dominated music industry, and she has done far more to advance our culture on the international stage than any of the island’s juggernauts (not including Bob Marley and Usain Bolt, of course). I am continuously in awe of her accomplishments and the ceilings she has shattered to make Dancehall and Reggae music – a very niche and misunderstood genre – more accessible and recognizable on a global scale, and my hope is to push the barriers even further when my time comes.

Another is my mentor, VP of Insights at BET, Bianca Pryor. Bianca has been a steadfast supporter since I started the company and I wouldn’t be where I am today without her. I admire her drive and passion for learning and her continuous desire to be better, despite her many accomplishments. She inspires me everyday to show up and keep pushing regardless of how hard it may get. She sees in me what I sometimes do not see in myself – as we all have those days when doubt creeps in – and her belief in me is reassuring and helps me know I am on the right track, doing the right things. She has poured so much into me and I could not be more grateful for her guidance.

When did you know you wanted to enter a career in insights, and what inspired you?

As an aspiring marketing executive, I feel it is important for me to have exposure to every aspect of the business as it will only make me better at my job. This is why I chose to pursue marketing analytics and insights. I want to have a thorough understanding of the discipline and the impact it has on marketing overall.

I want to be an executive who knows what she's looking at when presented with a complex data set, and knows the right questions to ask to dig deeper to make the best business decisions for those I am leading. I also wanted to challenge myself by doing something that intimidated me a little. I never saw myself as an analyst to be honest, but I figured the only way to truly understand and get comfortable with the field was by being a part of it, and first-hand experience was the only way to do so.  

What is the most valuable lesson you have learned from market research?

The most important thing I have learnt about market research is that it is extremely important, probably the most important aspect of marketing in general. Proper business decisions cannot be made without it and the most meaningful business strategies come from it. It’s the science of marketing, where we get to test hypotheses, and by nature, the basis of all marketing principles. 

You could have a the most creative campaign or idea, but if it is not supported by research, then it is just an uninformed assumption that may fall flat. When backed by research, it takes on meaning as the data gives it more context and helps guide you in the right direction.   

Tell us about any advocacy/volunteer/association work you're doing within the industry. What issues are you trying to solve? Why is this work critical for the industry?

I am currently a member of Culture MRx which provides tremendous value to the insights industry by bringing more transparency to it through diversity. Very few Black researchers and analysts exist, but brands are constantly looking for ways to engage the Black consumer.

As a collective of Black marketing researchers and insights professionals from various industries across different levels, Culture MRx aims to improve the findings, reporting and stories of Black consumer research, and provides opportunities for insights professionals to collaborate, network and upskill. We’re always looking for new professionals to join and brands to partner with.

If you could change one thing about insights, what would it be?

One thing I would change about the insights industry is consumers’ lack of understanding when it comes to research. In general, they hear the term ‘research’ and often automatically assume it’s correct; yet they are typically unaware that this could literally mean anything from talking to ten people about a topic versus running a full panel survey that is reflective of the population the data aims to serve. Unfortunately, the former is often how research is done for BIPOC consumers.

Survey panels are sometimes limited in question or the audience is not varied enough to provide accurate insights. Sometimes these individuals are left out of the conversation completely when it comes to certain topics. I would love to see brands serving these individuals be more transparent about their data practices and methodologies; and consumers more educated on what accurate reporting looks like so we can ensure they're being served properly.