GreenBook Future List Spotlight: Ellen Pieper

Where do you see the future of insights heading in the next 10 years?

At a conference, I heard Ari Zelmanow from Twitter say “Focus on the Problem, not the data”. This was an “AHA!” moment for me. In data collection, which is the aspect of marketing research that I work on most frequently, we are often so wrapped up in the details that sometimes we miss the problem we are trying to solve. By focusing on the problem, we remain focused on the WHY behind what we are doing, and it will help us think outside of the box. As more aspects of the research process become automated, and we use new data sources, it will be even more important to make sure we are keeping the WHY in mind.

 

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

A mentor of mine once told me that it is great to be persistent, but it’s also important to know when you’re in over your head. Getting help isn’t giving up, rather it’s using yet another tool in your toolbox. I would tell women starting out in their careers the same thing, that there is nothing wrong with asking for help. I would also tell them to build their network of “helpers,” as even 10+ years into my career, I still need to ask for help! The people I most go to for help, have become my “girl tribe.” My girl tribe represents the people who inspire me the most.

 

What are three skills you believe to be crucial to succeed in market research?

While there are many skills that have helped me be successful in my career, the three I think that has proven to be the most valuable:

1. Organization. There are so many moving pieces in any given project, and any given day, that you need to be organized to make sure that there are no balls that drop
2. Don’t be afraid of rejection. When applying for a job or suggesting a new idea to your team, don’t worry about being shot down. It is more important to put the idea out there, sometimes it just takes people time to come around…or with the help of a group, the idea can mutate into an even better idea.
3. Be your own advocate I think this also would be my top piece of advice for life. If you don’t stick up for yourself, then no one will. Push the ideas you think are good, ask for help when you need it, and let people know what you think is right.

 

Outside of insights, what are your passions and interests?

When I was younger, I wanted to be a schoolteacher. Although I obviously did not follow that career path, I have continued to enjoy mentoring and volunteering with kids. As a member of the Junior League, I have had the opportunity to volunteer in several places. While in Dallas, my favorite placement was working at the Perot Museum of Natural History, where I spent “nights at the museum” with kids. This passion for working with kids, as also extended into my professional life, where I love mentoring people who have just started their careers.