Conversations with corporate researchers
Victor Chia
Manager, Consumer and Marketplace Insights, Verizon
How did you first become interested in consumer research?
In my first job out of college I worked as a data analyst for a consulting firm. I cleaned raw data files and ran some basic synthesizing of data and it was there that I first stumbled upon my first few consumer data files. I became really interested in discovering the story behind the consumer data which eventually led me to the consumer research field.
You graduated with a bachelor’s degree in economics. How do you think your degree has affected the way you look at marketing research?
Most know the basics of economics – supply and demand – and in research you truly begin to understand demand. Learning about the consumer demand of a product is essential to a lot of the research that we do and also helps shape the path our business takes in trying to market and sell a product. Also within economics are things like utility and elasticity which are all used in a lot of research, particularly things like conjoint and pricing studies.
What recommendations would you have for someone conducting their first ethnography?
My recommendation would be to simply forget everything that you know or at least to try to put assumptions aside. It’s really easy for one to get caught up in something they want to hear from the consumer and let that thought overpower the other great things the consumer is saying. Also, make sure you create an enjoyable experience for the consumer and yourself. A friendly conversation goes a long way in having someone open up to you and really share their true feelings about whatever topic you are discussing.
Are there any new methodologies you would like to explore in the next year and why?
I’m always on the lookout for new and exciting methodologies! I haven’t had the pleasure of using virtual reality in any of my research projects yet and I’m really interested in trying that out. I’ve also seen quite a few demos and studies on neuroscience that have piqued my interest!