Name: New skillsets for the next wave research & insights professional
Uploaded: 2022-09-23T12:57:29.328Z
Duration: 158.89
Description: There is a shift in skills and capabilities that organizations value. Professionals need to understand the new essentials to move forward in their career. Three data leaders Amelia Eddleman, Natasha Hillier, and Susan Sumida offer their views about required skills for new-wave professionals.

Lisa Golden - Market Trends - New Skillsets v2 21.06.mp4

New Skill Sets For The Next Wave Research and Insights Professionals.vtt

English

{{00:00:18}}
My perspective, especially for people
within my type of organization where

{{00:00:23}}
it's about the operational aspects
of research, and also trying to

{{00:00:28}}
manage these larger programs where
you're doing things over and over

{{00:00:32}}
is trying to get very efficient
with that type of data and being

{{00:00:37}}
able to create digestible dashboards
so that your stakeholders can

{{00:00:47}}
kind of create the stories or take
the actions from that insight.

{{00:00:50}}
And I think underpinning all of that
is like a really good understanding

{{00:00:54}}
of the technology involved, whether
it be the survey technology and

{{00:00:58}}
how you're collecting data or the
behavioral relational database

{{00:01:03}}
based technology, because there
is so much information out there.

{{00:01:07}}
And so many data points, you
really have to have someone who

{{00:01:10}}
can understand where the data
points are coming from, in order

{{00:01:14}}
for you to use it intelligently.

{{00:01:16}}
We've embraced agile as a way of
thinking as a way of conducting

{{00:01:20}}
business, so the agile methodology,
or rather, excuse me, the agile

{{00:01:24}}
framework is critical for us.

{{00:01:26}}
So we've adopted that
across the organization.

{{00:01:29}}
The other thing that's also really
important is design thinking.

{{00:01:32}}
So what used to happen was that,
you know, the back would come out.

{{00:01:35}}
Here's the process.

{{00:01:36}}
That's it.

{{00:01:37}}
Thank you very much.

{{00:01:37}}
And you know, we did wait
until, I don't know, six months

{{00:01:41}}
or a year later to find out
there were actual pain points.

{{00:01:44}}
So rather than just create something
now we're designing things,

{{00:01:47}}
processes, products that we have
the customer front and center, and

{{00:01:52}}
then we will be able to understand
what it is that we can do to make

{{00:01:55}}
it better, faster, smoother, easier.

{{00:01:58}}
What have you at the very get go
as about, as opposed to doing it,

{{00:02:02}}
like the other way around, like
only learning after it's been

{{00:02:05}}
in market for how long already.

{{00:02:07}}
So design thinking and agile way
of working, those are two things

{{00:02:10}}
that were critical for my bank.

{{00:02:12}}
I think it depends on who
you primarily support.

{{00:02:15}}
My team primarily supports marketers
and then also sometimes product folks.

{{00:02:19}}
And I think you have to know enough to
be dangerous about your stakeholders

{{00:02:22}}
jobs, to know like, so what?

{{00:02:24}}
Like you brought them something
you were saying, how are they

{{00:02:27}}
going to apply it and use it?

{{00:02:28}}
And if you can't take it that far
along, your value is really limited.

My perspective, especially for people
within my type of organization where

it's about the operational aspects
of research, and also trying to

manage these larger programs where
you're doing things over and over

is trying to get very efficient
with that type of data and being

able to create digestible dashboards
so that your stakeholders can

kind of create the stories or take
the actions from that insight.

And I think underpinning all of that
is like a really good understanding

of the technology involved, whether
it be the survey technology and

how you're collecting data or the
behavioral relational database

based technology, because there
is so much information out there.

And so many data points, you
really have to have someone who

can understand where the data
points are coming from, in order

We've embraced agile as a way of
thinking as a way of conducting

business, so the agile methodology,
or rather, excuse me, the agile

So we've adopted that
across the organization.

The other thing that's also really
important is design thinking.

So what used to happen was that,
you know, the back would come out.

And you know, we did wait
until, I don't know, six months

or a year later to find out
there were actual pain points.

So rather than just create something
now we're designing things,

processes, products that we have
the customer front and center, and

then we will be able to understand
what it is that we can do to make

What have you at the very get go
as about, as opposed to doing it,

like the other way around, like
only learning after it's been

So design thinking and agile way
of working, those are two things

I think it depends on who
you primarily support.

My team primarily supports marketers
and then also sometimes product folks.

And I think you have to know enough to
be dangerous about your stakeholders

Like you brought them something
you were saying, how are they

And if you can't take it that far
along, your value is really limited.

There is a shift in skills and capabilities that organizations value. Professionals need to understand the new essentials to move forward in their career. 
Three data leaders Amelia Eddleman, Natasha Hillier, and Susan Sumida offer their views about required skills for new-wave professionals.

thumbnail_Susan Sumida.jfif

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Susan Sumida.jfif

Susan Sumida

Director Research Operations and Programs 

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small_Natasha Hillier.jfif

thumbnail_Natasha Hillier.jfif

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Natasha Hillier.jfif

Natasha Hillier

Head of Customer Insight CMB & GBM Marketing 

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Amelia Eddleman.jfif

Amelia Eddleman

 Head of Market Research and Insights for Consumer Apps 

What skillsets should research and insight teams of the future be focusing on right now? 

People who work on the operational aspects of research act more efficiently and create digestible outcomes for upper management
Sumida shares her view on why it's critical to have a good understanding of the technology and to use information intelligently.

Agile ways of working can make a difference. Natasha explains why an agile framework is essential. 
Waiting for months to measure consumer reaction is outdated. Organizations prefer using design thinking to put customers at the centre.

You need be aware of your stakeholder's and their objectives. 
To be a valuable part of a team, insight and research professionals focus on how their outcomes better serve the customers or stakeholders.