Greenbook Future List Spotlight: Ryan Zemel

Outside of insights, what are your passions and interests?

Anything involving the great outdoors. During the summer, my wife and I escape to Northern Michigan, immersing ourselves in nature through camping, hiking, and most prominently fishing. It's become a bit of a running joke among my colleagues; there probably is a side bet on how quickly I'll bring up Michigan or fishing in a conversation.

Fishing, in particular, holds a special place in my heart. I consistently document each catch, noting details such as weather conditions, time of day, and water temperature. I find myself fascinated by the intricacies of the process, and as my data grows, I'm on track to develop a rather precise linear regression model. It's not just a hobby; it's a pursuit toward understanding the nuances that bring me immense joy.

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

To be entirely transparent, my entry into this career was not a conscious decision; rather, I stumbled onto this path and haven't looked back since. Before earning a master's degree in marketing research, my academic background was rooted in biology, with a focus on entomology. While I had developed a deep appreciation for the scientific method, upon graduation, I found it very challenging to find an outlet for my expertise.

By complete chance, I crossed paths with Dr. Howard Moskowitz, who was working on a scientific paper about consumer responses to insects as food. Given my knowledge in entomophagy, I was invited to contribute and our collaboration flourished. For those unfamiliar with Dr. Howard Moskowitz, there's a compelling TedTalk by Malcolm Gladwell titled 'Choice Happiness and Spaghetti Sauce' that delves into Howard's pursuit of offering consumers more choices on grocery store shelves. 

I originally became inspired by this story and his altruistic drive — to create learning opportunities for all and to contribute to the marketplace of ideas by providing quality research opportunities for anyone with an idea to test and a desire to learn. Throughout my journey, I’ve been mentored and inspired by some exceptional individuals in the field, further expanding my knowledge and solidifying my commitment to do the same for others down the line.

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?

While my primary focus is Zappi, my passion extends to training the next generation of researchers. I am enthusiastic about contributing to initiatives that foster growth and learning within the industry. The mentorship of emerging researchers is essential for the continual development of our field and I am ready to give back. I’d love to engage in anything ranging from mentorship programs and educational initiatives/boards, to nurturing the talent and capabilities of upcoming researchers. If you see potential overlaps in our commitment to nurturing the talent of upcoming researchers, please feel free to reach out.

What challenges do you see facing newer MRX professionals as technology advances?

I'm certainly not the first to highlight this, but emerging MRX professionals might grapple with the pitfalls of excessive reliance on AI. While integrating AI is vital, we must recognize its inherent limitations – the absence of the human touch, the depth of our experiences, empathy, and the instinctive capability to address personal bias. As a seasoned researcher, I can navigate my own preconceived notions.

I understand my motivations and typically scrutinize the bias out of my conclusions. However, this tech introduces complexities; algorithms and what feeds them are not always transparent, making its own bias hard to decipher. Embracing AI is inevitable, but moving forward, the significance of critical thinking cannot be overstated. It's not about totally dismissing the technology, but rather about retaining your ability to question assumptions and interpret results with the bigger picture in mind.