Data visualization analysts are crucial in helping organizations use and interpret data effectively. Using their technical and visual design skills, they can effectively transform complex data sets into easy-to-understand visuals that tell a powerful story. 

Data visualization specialists use graphs, charts, maps, and diagrams to communicate insights and provide decision-makers with the actionable information they need, positively impacting their bottom line. 

Hassen Morad leads the data team at our Americas office, and his primary focus is to build and maintain our data infrastructure. Hassen is passionate about helping brands deliver innovative products, services, and solutions through informed decision-making. 

During a recent interview, he led us into the world of data visualization to give us an inside view of what it looks like to decode complex data sets, the tools he uses, how he ensures precision and accuracy, and what keeps him ticking. 

Tell us about your Senior Data Visualization Analyst role at Kadence Americas.

I lead the data team at our Americas office, and my main focus is to build and maintain our data infrastructure. I work with various tools, including Google Sheets/Excel, AWS, Outsystems, Tableau, and others. Most of my day-to-day is focused on supporting active projects, while a portion is devoted to longer-term developments. I especially enjoy working on the latter with my co-workers in the data team – Bridgette and Vinny – as we seek to develop innovative client offerings in areas like data science and app development.

What inspired you to pursue a career in data visualization?

I entered the data space almost six years ago and was immediately drawn to the impact of the visual medium. Not only can visualization be an effective tool for relaying data insights- it can also create them. Merging technical and aesthetic considerations can be a fascinating balance when visualization extends beyond more basic tried and tested forms like bar charts and histograms- though those require expertise to be effective as well! One visualization series that was especially inspiring to me was a series by Nadieh Bremer on the relocation of homeless across the US for the Guardian newspaper. I was mesmerized by how beautifully she told this story through her visualizations, and I still am blown away by it when I see it today. She’s one of many incredibly talented data viz professionals I look up to for inspiration.

Describe a challenging project you have worked on involving data visualization.

When building my portfolio of personal projects years back, one project that was a little tricky to get off the ground was an analysis of mail theft data in my neighborhood. I submitted a FOIA request to the USPS on mail theft in Irvine, CA, and they sent me printed pages of the data I requested and refused to send a digital file. So I had to do quite a bit of work digitizing all those records myself by scanning these pages, and thankfully I was successful in the end. This experience taught me that cleaning data could extend beyond the digital world. I produced a map in Mapbox where users could zoom into a particular area and view the number and type of mail-related thefts over five years.

How do you ensure accuracy and precision in data visualization? What strategies have you employed to increase data analysis and visualization efficiency?

While the presenter’s perspective will likely shape any presentation of data, it’s crucial to abide by basic common sense design principles to ensure an honest representation of data. It is embarrassing to present a visualization of data with clear errors. I critically examine the data I work with to avoid falling into this trap, though it’s always helpful to have a second pair of eyes if possible. In terms of efficiency, I’ll use some of the more user-friendly visualization tools (like DataWrapper) to create a visualization quickly.

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How do you balance technology and design skills when creating data visualizations?

I don’t consider myself the artistic type, so I let the practical objective of a project guide my design choices. Often I’ll seek inspiration from other works that present data effectively and excitingly. An aesthetically appealing design plays a role in a visualization’s effectiveness, so I consciously work to produce works pleasing to the eye- though not every visualization can or should be an artistic masterpiece!

What tools and programs are you most comfortable with in data visualization?

I’ve used several visualization tools throughout the years, spanning a range of customization. Initially, I started with Python visualization libraries like Matplotlib and Altair, which require coding and are sufficient for producing most charts. I then shifted to more ‘plug and play’ tools like DataWrapper and Tableau, where I could import a properly structured dataset and create visualizations using that UI. Tableau was especially useful given the amount of community adoption since I could learn from others’ work and ask questions to active users if I was stuck creating a chart feature.

Describe when you identified an insight or pattern in data analysis or visualization.

My first personal data visualization project was analyzing a dataset of US birth names over the last 100 years. It was fascinating to dig through that and discover patterns of how specific names gained popularity. I enjoyed the discovery process as I created these visualizations and the additional inquiries and questions this process sparked. I hope to revisit this project in the future.

What techniques do you use to interpret complex data sets?

Thankfully the datasets I work with most days are simple. However, if tasked with investigating a complex data set, I break down the data cleaning process into manageable sections to make it digestible. That might involve removing records with critical data missing or collecting data from another source to merge with the original file. I enjoy the in-depth data detective work that’s required occasionally. Remember that the grunt work needed to clean complex data sets is critical to extracting real benefit, as insights are only as solid as the data they’re based upon.

How do you stay current with the changing trends and data visualization techniques?

It’s essential to keep one’s finger on the pulse of this field as tools and techniques are advancing rapidly. I’m on several email lists of individuals and organizations that share interesting visualization content, such as the Data Visualization Society. I also follow leaders on social media and occasionally attend data viz conferences.

How do you develop data visualizations that effectively convey a message?

I view the visualization I’m creating through the lens of my target audience during the design process, which is a more difficult task than some might imagine. I’ll usually share a preview of a visualization I’m working on to get feedback on certain design elements or to check if the message I’m relaying is instantly clear. Frequently, the feedback I receive results in meaningful changes to the final output.

What have you found to be the most rewarding aspect of data visualization?

In my opinion, the most rewarding part is seeing that visualization is understood easily and allows the viewer to form a clear understanding of the topic.

What do you like to do in your free time?

I play soccer regularly and am a major fan of Arsenal. I also like to cook for my family, and when I have the time, I enjoy diving into classical academic works in the social sciences.

How has Kadence International helped shape your career?

Kadence was my first full-time job in the data space. I’m grateful to work with leadership and a team that trusts me greatly, and I recommend this company to anyone looking for a career in the market research field. 

At Kadence International, market researchers are at the heart of our team. In this series, we honor some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Mary Ann Tarnate-Lamigo

Position: Senior Project Manager

Kadence Office: Philippines

When did you join Kadence?

I joined Kadence’s Indonesia office in February 2019.

What does a typical day or week look like for you in your current role? 

My primary responsibilities include:

• Acquiring new business for the company.
• Establishing good client relationships.
• Building excellent partnerships with our clients.  

Tell us a little about your career so far. What was your first job or role? 

I started in Market Research as an Administrative Assistant and then joined Field Operations and eventually moved to the Client Service team.

Did you always know that you were destined for a career in market research? Why? If not, what did you actually think your career would be, or what did you say you wanted to do “when you grew up” as a child?

I dreamed of being a stewardess when I was a kid, as traveling to multiple countries fascinated me. But I don’t qualify because of my height.

What is your favorite quote or the motto you live by?

God always has a purpose and plan for you. He will not allow things to happen if they are not suitable for you and others.

What is the best thing about the culture at Kadence?

We work as a TEAM. We grow as a TEAM. No boundaries. No discrimination. Company opportunities are open to everyone.

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What are essential skills required to excel as a Market Researcher?

You need advanced analytical and presentation skills for a career in market research. 

What is unique about the market research field / and or consumers in your country/ region?

You learn so much from market research. This knowledge allows room for innovation from time to time as the market grows and improves.

What is it about the field of market research you wish everyone knew?

I want people to know that being in Market Research is a massive advantage for anyone who wants to understand and know how things work. 

What piece of advice would you give someone looking to start a career in market research?

Market research is not an easy journey. You will have to invest time and effort. You also need patience, which eventually will compensate you and help you to grow as a person.  

How have you seen consumer behavior change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

Yes, I have observed a significant shift in consumer behavior over the past few years. Remote work is one such shift. Pre pandemic, companies were not entirely open to remote work; but now, an increasing number of organizations are embracing the new culture.

Tell us about a project you worked on (in market research) that you found particularly rewarding, exciting, or enlightening and why?

We did a study on launching a new product in the market, a Customer Satisfaction study, and a Consumer Tracking study; all were exciting and rewarding. However, I enjoyed the Consumer Tracking study the most because you continuously discover how and why consumer behaves. 

How would market research evolve if you could time travel ten years?

Market research will probably provide a more stable or reliable profile of the consumers in the Philippines – aligned across all Market Research companies. It will utilize more innovative approaches to market research methodologies, and everything will likely be online.

What do you like to do in your free time when you are not working?

I enjoy pampering myself by going to a spa, grabbing a coffee, and connecting with friends. And, of course, bonding with my parents and family.

What is something you have accomplished in work or life that you are particularly proud of?

My daughter graduated from school. I consider this a significant accomplishment, and I am proud of it.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

Remote work has made me more productive. I do not have to spend time traveling to and from the office. Owing to the boost in productivity, I can now spend my weekends with the family.

At Kadence International, market researchers are at the heart of our team. In this series, we honor some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Priscilla Yuliani Sasmita, Indonesia

Position: Quantitative Research Manager

Kadence Office: Indonesia

When did you join Kadence?

I joined Kadence’s Indonesia office on March 20th, 2013.

What does a typical day or week look like for you in your current role? 

I typically start my day at 9 am and check WhatsApp messages and emails. Then, create a task list for the day, check my team’s to-do list, and assign/remind them of any task that needs to be done by that day. Sometimes, the schedule has to be shifted due to sudden requests or new projects that need our attention. Unless there is a meeting in the evening, I spare a couple of hours to review the next day’s to-do list or review my team members’ work.

Tell us a little about your career so far. What was your first job or role?

Kadence was my first job after graduating. Initially, I didn’t apply for a researcher position ( I applied for a Finance position), and I had no idea what market research was. During the recruitment process, the Human Resources department suggested I apply for the Quantitative research position. That’s how I ended up on my journey as a market researcher. I learned all about Market Research in Kadence, starting from the position of Research Executive.

What did you think your career would be, or what did you say you wanted to do “when you grew up”?

I had never planned to be in the market research field. During my university days, since I was a Finance Major, I always thought I would end up working in a bank.

What is your favorite quote or the motto you live by?

The past is past; you can’t change it. Focus on the future.

What is the best thing about the culture at Kadence?

The culture at Kadence is a friendly and helpful one, where there is no barrier between senior and junior team members or various divisions and offices. Everyone is treated the same; you could ask anyone for help.

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What are essential skills required to excel as a Market Researcher?

Perseverance, curiosity, humility, and a genuine interest in gaining knowledge are the prerequisites in the market research industry. And as in any other field, you should also not take complaints personally and use them as constructive feedback to improve. 

What is unique about the market research field / and or consumers in your country/ region?

Culturally, Indonesians are incredibly polite and have difficulty saying “no.” They are also sometimes reluctant to express an honest opinion.  

What is it about the field of market research you wish everyone knew?

I wish more people knew about the market research field in general. 

What piece of advice would you give someone looking to start a career in market research?

I would say that having sound knowledge of basic Excel skills and basic statistics skills is very useful when dealing with Quantitative Data.

However, the most important quality is a willingness to learn.

How have you seen consumer behavior change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

In the past 2-3 years, owing to the pandemic, online-based activities have increased, and the at-home market has gained momentum for several products. Remote work has given people the flexibility to work from anywhere (often in a cafe or shared working space), and there is a longing for travel which has increased the number of staycations.

Tell us about a project you worked on (in market research) that you found particularly rewarding, exciting, or enlightening and why?

We had carried out a pricing study for a Coffee Shop chain. The study included three types of pricing methods: PSM, Gabor Granger, and Conjoint Analysis, and asked for several variants sold in the coffee shop, separated into different price tier levels and drinks (like, espresso, tea, blends, etc.). This project was interesting as we analyzed the pricing using three methods to find the stretch of price increase acceptable by each variant or tier level, drink type, and detailed further by each city.

How would market research evolve if you could time travel ten years?

I see market research shifting to online research.

What do you like to do in your free time when you are not working? 

I enjoy reading in my free time. 

What is something you have accomplished in work or life that you are particularly proud of?

Some of the most rewarding moments of my career have been when any team member I mentor becomes more independent.

What is your all-time favorite food or cuisine?

My all-time favorite food is my mother’s home cooking. Currywurst is another dish I enjoy. Besides that, I also like Indonesian food in general.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

It’s tough for me to strike a balance with remote work. Cutting down on commuting is a plus point. However, sometimes, there is no separation between working and non-working hours. So when your client or your teammates are online and need you, you have to return to work even if it’s already past your nine hours of work time for the day.

At Kadence International, market researchers are at the heart of our team. In this series, we honor some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Ksatria Dharma Wisesa

Position: Assistant Research Manager

Kadence Office: Indonesia

When did you join Kadence?

March 2019

What does a typical day or week look like for you in your current role? Or what are your primary responsibilities/duties?

I start work at 8 am and finish by 10 pm on a busy day. But on a more relaxed week, I can minimize my working hours to 4-6 hours a day. My primary duty is to make sure we deliver reports to clients within the agreed timeline. Most of the time, I review proposals and reports from RE. Sometimes I do deep analysis by myself to suit the clients’ needs.

Tell us a little about your career so far. What was your first job or role? How did you get started with market research? What other roles (in market research) have you had?

I was an engineering graduate and started my career in the oil and gas industry. In 2019, the conditions were not favorable in the industry, so I started looking for a career shift. I joined Kadence Indonesia in early 2019 on Kezia’s Team. So far, Kadence and I have aligned vision, and Kadence has accommodated me to grow and develop within the organization. It has been three years, and currently, I manage my own team.

Did you always know that you were destined for a career in market research? Why? If not, what did you think your career would be, or what did you say you wanted to do “when you grew up” as a child?

I’m not sure. Since my university years, I have always wanted to be an engineer, but three years ago, I took a leap of faith and pivoted to the market research industry. I didn’t know what this would lead to back then, but eventually, Kadence worked well and helped me grow.

What is your favorite quote or the motto you live by?

The present is the key to the past.

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What is the best thing about the culture at Kadence?

You can always learn or ask for knowledge from other employees, whoever they are. The knowledge-sharing culture is delightful in this organization.

What are essential skills required to excel as a Market Researcher?

You need to know how to create a story based on data patterns, which is necessary for quantitative research. Understanding clients’ needs are also crucial to excelling in this industry.

What is unique about the market research field and consumers in your country/ region?

Halal products (whether essential or just an image) are critical in Indonesia. Most FMCG products have put the “halal” logo or are promoting the “halal” image since most consumers in Indonesia associate this image with clean, hygienic, and faithful.

What is it about the field of market research you wish everyone knew?

The importance of being an expert in market entry, helping brands that want to enter the Indonesian / ASEAN market increase promotion and product awareness.

What advice would you give someone looking to start a career in market research?

I would say to them: Take a leap of faith. You never know where you might end up.

How have you seen consumer behavior change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

Consumers were forced to adopt digital purchase behaviors during the pandemic. It is a non-reversible trend as more consumers rely on e-commerce than before. The same is true for our office as we have gone remote. We can work from anywhere, and now we can cut the commuting time and accomplish more in a day.

Tell us about a project you worked on (in market research) that you found particularly rewarding, interesting, or enlightening and why?

Helping personal care brands from Malaysia that want to excel in Indonesia is challenging. We had extensive requests and put a few strategic recommendations that helped these brands expand their business in Indonesia.

How will market research evolve if you could time travel into the future ten years?

From the current trends of Telco’s big data usage and digital surveys, digital research methods will surely evolve unimaginably. But, I’m pretty sure conventional methods are still essential.

What do you like to do in your free time when you are not working? 

Movies and eating out are things I do apart from running or hitting the gym. I also love going to the beach and hiking since the current Kadence Indonesia remote work policy allows me to work from Bali.

What is something you have accomplished in work or life that you are particularly proud of?

My career progress in Kadence has allowed me to support my family and let my parent relax as retirees.

What is your all-time favorite food or cuisine?

I always enjoy Indonesian cuisine, especially Aceh, Medan, Sundanese, Javanese, and Balinese cooking. I am a foodie and won’t’ eat anything that is not delicious.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

Kadence’s remote work policy sure helps me manage my leisure time. For instance, remote working allows me to cut commute time, and I can do many things in the morning before working hours begin. These conditions also allow me to work from Bali; I can go to the beach or go on a road trip on weekends and find a new hobby. I also get to escape Jakarta’s daily hustle.