GreenBook Future List Spotlight: Melissa Ferere

Outside of insights, what are your passions and interests?

Working in Technology Consulting, I have become more interested in the topic of ethics in technology. Specifically, considering the many ways in which technologies and products may evolve beyond their intended use (e.g. Facebook, Twitter, etc.) and what kind of research and specific user behaviors can help predict this. Working with clients, there is often a rush to develop a product in a response to a perceived user need. Therefore, I often implore clients to consider the development beyond meeting a specific user need at the moment but to research the broader journey of their product.

The conversation generally turns to financial incentives and internal initiatives with respect to time to market. Thus, it is essential to adopt a more holistic perspective throughout the process from ideation to launch. In order to highlight blind spots and ensure ethical considerations, diverse mindsets need to be embedded within the highest executives to the most junior employees. Thus, I am actively involved with mentoring young women and minorities to pursue STEM careers.

Ultimately, I aspire to be a change agent in this field through whatever project, organization, or role that life takes me. I enjoy leading talks and workshops on this topic at conferences and my alma mater, Cornell University, as well as taking a hands-on approach with my teams. I want to be a leader who can sit at the intersection of profound technologies, ethics, and financial incentives to motivate and challenge others to equally weigh these, to improve future technical products, and mitigate profound unintended consequences.

 

If you could go back in time to when you first started your career, what advice would you give to your younger self?

Remain confident and forget about imposter syndrome! Working in Financial Services and Technology, I can think of so many instances in which I had to deal with a lot of egos and arrogance. From having my work second-guessed, my point of view dismissed, or constantly being interrupted, I was often frustrated and discouraged. I would tell my younger self to be more vocal about calling out this behavior and standing up for myself. This would not only help me, but the next group of young women starting their careers after me. I let a lot of things slide then that I would never tolerate today. Some of this is because of my seniority now, but more so because I am very confident in my capabilities.

I would tell my younger self that my credentials were strong and that I was more than qualified and deserving of my accomplishments and roles. Today, I make it a point to mentor women early in their careers and help build their confidence and crush unnecessary self-doubt.

 

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

Quantitative research will always be highly regarded because it is more tangible and the data will always make people feel comfortable about making decisions (whether they truly understand the data or not). However, research has shown us that individuals do not always make rational or logical decisions and that is where qualitative insights can be valuable. These can help build out the story of a quantitative study and also humanize the process of understanding users. As I work in Technology, this is particularly important in developing products."}" data-sheets-userformat="{"2":769,"3":{"1":0},"11":4,"12":0}" data-sheets-note="Responder updated this value.">Understand how both quantitative and qualitative insights can be used. It is rare to find individuals comfortable with research methodologies in both, so this will truly help you stand out. Quantitative research will always be highly regarded because it is more tangible and the data will always make people feel comfortable about making decisions (whether they truly understand the data or not). However, research has shown us that individuals do not always make rational or logical decisions and that is where qualitative insights can be valuable. These can help build out the story of a quantitative study and also humanize the process of understanding users. As I work in Technology, this is particularly important in developing products.

 

What do you think the key characteristics or qualities of a leader are? How does this play into MRX?

Any great leader should be humble, and patient and should motivate and inspire through words as well as actions. As a leader, understanding that you can always learn from others, no matter their role or level demonstrates to a team that everyone can contribute and fosters a truly collaborative environment. Whenever I work with new hires / junior resources, I think back to when I first started working and the balance of guidance and autonomy that I would have appreciated. This helps to level set and empathize.

Additionally, I think a great leader is able to help people realize the immediate impact and long-term significance of their work, to help motivate and build upon a sense of pride and purpose. When working through some of the tedious and unglamorous aspects of research, this is particularly important. Finally, I think it is important, especially for those early in their careers, to have some actual reference points of their superiors being hands-on managing competing responsibilities and challenges. I think this helps establish credibility and respect.

 

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

complex data and transforming it into an impactful and contextual story. To accomplish this, focus also needs to be placed more so on understanding how people respond to certain kinds of information and what resonates. That way, the right decision makers can actually plan out actionable next steps. Otherwise, organizations will continue to sit on a wealth of knowledge that is not being fully utilized."}" data-sheets-userformat="{"2":769,"3":{"1":0},"11":4,"12":0}" data-sheets-note="Responder updated this value.">There are no shortage of resources and/or tools to capture insights, but what I have seen clients struggle with the most is actually materializing those insights. There is usually excitement around first capturing insights, but then it tapers off eventually due to budget and/or the harder part of figuring out what to do next. In my experience, this has a lot to do with how the insights are shared. Thus, I think more emphasis needs to be placed on taking complex data and transforming it into an impactful and contextual story. To accomplish this, focus also needs to be placed more so on understanding how people respond to certain kinds of information and what resonates. That way, the right decision-makers can actually plan out actionable next steps. Otherwise, organizations will continue to sit on a wealth of knowledge that is not being fully utilized.