Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.
Name:Â Sarah Serbun
Position: Insight Director
Kadence Office:Â Â Boston, USA
When did you join Kadence?
I joined the Kadence in August 2016
What does your role as Insight Director entail?
Managing and overseeing all full-service research and insights work; managing the Boston office and US Insights team.
What does a typical day look like for you?
Every day is different and always seems to be nonstop! I have my hands on every part of all research projects, from writing proposals all the way through to reporting and presenting results. A typical day includes lots of project work, calls with clients and suppliers, meetings with other members of the project teams, training junior researchers. I also work on business development materials, thought leadership initiatives, business management tasks, attending conferences and industry events, and building our growing team!
Is there anything different, unique about conducting research in your country?
US consumers’ behaviors and attitudes can vary a lot across states, geographic regions, urban vs. rural, racial and ethnic groups, generations, political parties, socioeconomic background, etc. The diversity in this country is not always apparent to clients from other countries, which is why it’s important to have a local researcher weigh in on survey design and analysis to identify these nuances.
What was the very first job that you had (during school, college, or university)?Â
I have had a few interesting jobs in high school – worked at a farm stand, as a bank teller, and I personalized Christmas ornaments at a mall store!
Is there anything about your experience before joining Kadence that has helped you in your market research career?Â
Prior to joining Kadence, I received my Master’s in cognitive psychology and cultivated my knowledge and passion for research across a variety of professional applications. I’ve managed clinical research trials, reported substance abuse and mental health trends for Substance Abuse and Mental Health Services Administration (SAMHSA), supported a Medtech startup with marketing and product development, and developed as both a quant and qual market researcher at System One and Kudzu Research.
What is it about market research that excites you the most?
I love talking to people and peeling back the layers to reveal the real underlying needs and desires that drive their attitudes and behaviors. My favorite studies are those where we have unearthed deep, emotional insights that lead to real-world solutions that make a meaningful difference for people and animals.
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What is it about Kadence’s company culture that you like the most?
The collaboration with our offices around the world.
When you were a child, what did you want to be when you grew up?
A dolphin trainer or manatee rescuer.
What qualities do you feel are “a must” for anyone exploring a career in market research?
Attention to detail, the ability to multitask, curiosity in human behavior and psychology, and critical thinking.
What piece of advice would you give someone looking to start a career in market research?
Be sure you have a genuine interest in psychology, research and be ready to put in a lot of hard work, thought, and time to develop as a researcher. It’s not an easy or glamorous career but it can be very intellectually rewarding!
How have you seen the field of market research change since you started your market research career?
Technology, automation, and analytics have created expectations for delivering insights quicker and cheaper.
What is it about the field of market research you wish everyone knew?
That quicker and cheaper doesn’t mean better, especially in qualitative research!
What is your favorite hero or movie of all time, and why?
Little Women (the one with Susan Sarandon, Winona Ryder, and Christian Bale). It was a beloved book when I was young and I watch it every Christmas with my mom and sisters. It takes place in the town next to my hometown. I love seeing those familiar old buildings and imagining what life was like there in the 1860s.
What is your favorite quote, motto or favorite phrase?
Everything happens for a reason. It’s cliche but comforting.
If you could time travel into the future 10 years, how will market research evolve?
Technology will likely automate most quantitative research. We may have more tools to make qualitative research faster and easier but it won’t change the value of human moderators and data interpreters.
What do you like to do in your free time, when you are not working?
I like to walk my dog, go to the beach, travel, cook, garden, spend time with friends and family.
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