Greenbook Future List Spotlight: Shawnna Mullenax

Editor’s Note: The following interview features a 2024 Greenbook Future List honoree, Shawnna Mullenax. 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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Shawnna Mullenax, a dedicated social scientist holding a PhD in political science, is a leading figure at PSB Insights. In her role as Vice President, she spearheads both quantitative and qualitative studies, generating data-driven insights that cater to a wide array of clients spanning public, private, and non-profit sectors. Shawnna's forte lies in translating intricate methodological findings into clear and compelling narratives, drawing upon a mix of survey and non-survey data from diverse sources.

On a personal note, Shawnna, a first-generation college student from Appalachia, recounts her journey to being considered for the prestigious Greenbook Future List as a testament to her unwavering determination and resilience. As an alumna of the McNair Scholars program, she champions underrepresented students by providing research opportunities, mentorship, and academic support, fueling her dedication to promoting inclusivity and empowerment within the insights industry.

Shawnna at PSB Insights founded the Methods Reading Group to connect early-career professionals and encourage continuous learning. With expertise in political and social science methodologies, as VP, she drives impactful insights for clients in multiple sectors, specializing in projects such as the 2020 Decennial Census Communications Campaign and partnerships with the Pew Research Center. Her role underscores a dedication to research excellence by enhancing surveys, leading focus groups, and innovating collaborative efforts with organizations like the Pew Research Center.

Outside of insights, what are your passions and interests?

When I'm not researching or chasing my twin toddlers, one of my growing interests is gardening. I've always wanted to have a big vegetable garden, but this wasn't feasible living in apartments in Boulder, CO and Washington D.C. When I moved to Wisconsin during the pandemic, I finally got the opportunity!

My new home had previously been owned by a Master Gardener. The house is surrounded by beautifully curated perennial flower beds, a testament to the previous owner's expertise and dedication. I really wanted to be able to maintain these gardens but had a hard time distinguishing between an intentional flower and a weed! 

In addition to preserving the existing flower beds, I really wanted to grow a vegetable garden. I envisioned making the most of Wisconsin's beautiful summers by spending time outside in the garden, a nice contrast to the long winters. With this goal in mind, I enrolled in a Master Gardener course at the University of Wisconsin, Madison.

The course was a fascinating journey into a world completely different from market research. It was refreshing and humbling to learn something new, especially when many of my initial instincts about gardening proved to be so off base. My experience of being a novice again, of learning through trial and error, has been both fun and enlightening. As summer approaches, I look forward to expanding my garden beyond the few tomato and basil plants I managed last year. I am excited to experiment with more complex crops, learn from my failures, and improve my gardening skills for the following year.

What advice do you have for folks hoping to start a career in insights?

This is a question I’m asked a lot by other PhDs looking to transition from academia to industry. I usually tell them that insights is a dynamic field, characterized by the unique opportunity it offers to make a significant impact on businesses and society at large through research. A few things pieces of advice I have for folks looking to start a career in insights include:

• Leverage Your Unique Skills: Whether you're a quantitative whiz or a qualitative expert, there's room for you in this industry. You might excel in mathematics, statistics, and analytical thinking, using these skills to decode complex data. Alternatively, you might shine in connecting with people, understanding their thoughts, and encouraging them to share their experiences. Regardless of where your strengths lie, what truly matters is your passion for asking questions and your willingness to listen to the answers.
• Keep an Open Mind: As an insights professional, it's important to challenge preconceptions and hypotheses. Be open to genuinely listening to what respondents tell you, as their insights are crucial for informing business decisions and policy-making.
• Understand the Business Context: As an insights professional, you'll often need to provide insights that are directly applicable to business strategies. Understanding the industry you're working in, the competitive landscape, and the key business challenges is crucial. Take time to learn about different business models, marketing strategies, and product development processes.
• Develop Strong Communication Skills: In this profession, you'll often need to present your findings to non-researchers. Therefore, it's vital to develop your communication skills, both written and verbal. You should be able to explain complex data in a simple, understandable way and convince others of the value of your insights.
• Stay Curious and Keep Learning: The insights industry is continually evolving, and staying ahead of the curve requires a commitment to continuous learning. Embrace new methodologies, technologies, and trends to ensure your skills remain relevant and valuable.

Starting a career in insights requires a blend of technical skills, interpersonal abilities, curiosity, and an open mind. Leverage your unique skills and maintain a passion for asking questions and listening to the answers. With these qualities, you can make a real difference, not just in the business world, but in people's lives.

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?

Through my involvement in the American Association for Public Opinion Research (AAPOR) and beyond, I am focusing on the crucial need for organizations to prioritize hard-to-reach audiences in their research. It's not merely a matter of improving methodologies, but a fundamental shift in approach that recognizes the value and importance of these underrepresented groups.

One of the significant issues I am trying to address is the tendency for organizations to overlook these audiences or treat them as an afterthought. This often results in a lack of cultural relevance in the research materials and methods used, leading to inadequate representation and understanding of these communities.

I strongly advocate for the transcreation of research materials, rather than simple translation. The Census Bureau's approach during their 2020 Census campaign serves as a prime example of this. They understood the importance of developing research and creative content that didn't just speak the language of the target audience, but also reflected their culture, values, and reality.

Many companies are falling short in this regard, but there are exceptions. Target, for instance, is often mentioned by Latinos as a company that makes them feel seen and heard in their marketing. This shows the power and impact of culturally relevant research and marketing strategies.

By prioritizing hard-to-reach audiences and investing in culturally relevant research methods, we can produce more comprehensive and accurate outcomes. This not only enhances the quality of our work but also its relevance and impact in shaping policies and practices that affect all members of our society.

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

If there's one aspect of the insights industry I would change, it would be the often-siloed approach to quantitative and qualitative research. In my experience, we generate the best insights when quantitative and qualitative methods are used together. Yet, in conferences, panels, and organizations, these two approaches often exist in separate spheres. This separation isn't unique to market research; it permeates the social sciences too, creating an unnecessary divide that can hinder the depth of our understanding. 

In my experience, the most insightful projects are those that employ both qualitative and quantitative methods. For instance, conducting in-depth interviews to inform a survey questionnaire ensures we capture concepts that resonate with the target audience. Interpreting survey results and then returning to qualitative methods to fill in gaps allows us to challenge our assumptions and provide more comprehensive insights.
A few things we can do to bridge the divide between qualitative and quantitative include:

Challenging Specialization Norms: In academia and professional settings, researchers often specialize in either quantitative or qualitative methods. While specialization has its merits, it can inadvertently create barriers between these two crucial aspects of research. We need to challenge this norm and promote a more holistic approach to research that values and utilizes both quantitative and qualitative techniques.

Advocating for Change: Breaking down these silos requires not just individual effort but systemic change. We need to advocate for this shift at all levels - from educational institutions that train future researchers to professional organizations that set industry standards. By actively promoting the value of mixed-method research, we can start to reshape the norms and expectations within our field.

Supporting the Next Generation: Encouragingly, younger researchers seem less confined by the quantitative-qualitative divide. They express interest in working on projects that utilize both methods, signaling a shift towards a more integrated approach to research. As experienced professionals, we should nurture this curiosity and provide opportunities for them to explore and learn from both methodologies.

By promoting a more integrated approach we can generate richer, more comprehensive insights. Ultimately, this will enable us to better serve our clients and more accurately represent the individuals and communities we study. This change may not be easy or quick, but its potential impact on our field - and the businesses and societies we serve - makes it a challenge worth pursuing.