GreenBook Future List Spotlight: Barb Paszyn

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

My greatest accomplishment would be bringing the marketing research community together in Toronto through Women in Research (WIRe). We need more networking and social events where we support each other, including men. I’m glad I brought this to Canada because there really aren’t many events where we get to meet each other and talk about our career qualms and aspirations. WIRe is a safe place to do this. Everyone needs an outlet but also one where there are people who can offer advice and guidance.

 

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

I feel like a lot of research is being commoditized and the quality of work isn’t being considered. Some clients just want insights quickly. But those insights take time and care to develop. I would love it if some people stopped nickel and diming our industry, but also if research marketing companies charged the right amount for research (not just to beat the competition). We need to value ourselves as professionals. Otherwise, other people won’t.

 

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

I learned about marketing research when I was at Humber College for advertising copywriting. Through this program, I interned as a Search Engine Optimization (SEO) copywriter. This is where I realized I was really good at analyzing, but the work was too repetitive and mundane. I missed moderating groups and interacting with respondents (something I did in university). This is where I also realized I wanted to lead challenging research projects where there are always new problems to solve. I was offered a job as an SEO writer but I turned it down to go back to school for a research analyst program, and I’ve never looked back.

 

What’s a fun fact about yourself that would surprise people to know?

I love the ocean and everything it offers! I’m a scuba diving assistant instructor. I tend to go on dive trips once or twice a year where I scuba dive with sharks, dolphins, and manta rays. This past year I just saw my first turtles while scuba diving. It’s taken almost 100 dives to find these guys! And now I see them everywhere. I also love going into coral swim-throughs and shipwrecks, these are my favourite dives since I get to explore the hidden underwater world.

 

Outside of insights, what are your passions and interests?

I’d be lost without music. I love to listen to many different genres (just to name a few: hip hop, rock, electronic, indie, dream pop, ambient) and I also play the piano. I’m currently working towards completing grade 5. I love to learn about piano theory and how to play different types of music from jazz to classical. I can really feel other parts of my brain exercising when I’m playing the piano. It’s also been proven to help combat Alzheimer’s (a disease that runs in my family) – another reason why I play the piano, and it sharpens your mathematical skills, which is great for a quantitative researcher like myself.