Step into the world of Karlo Angelo Lazaro, the dynamic Project Manager at Kadence International’s Philippines office. With a career marked by evolution and resilience, Karlo brings a unique blend of experience and passion to market research.
From navigating the intricacies of data analysis to leading groundbreaking projects, his journey shows the transformative power of dedication and curiosity in the ever-evolving field of market research.
Join us as we delve into his insights, challenges, aspirations, and what’s shaping the future of market research in the Philippines.
Can you share what inspired you to pursue a market research career and what has motivated you in this field?
I was working as a Reconciliation Specialist for J.P. Morgan Chase, which was not working well for me. The work was repetitive and not stimulating enough to sustain my interest.
Some of my University friends already worked in different Market Research agencies, such as Millward Brown and TNS, so I asked for referrals. I’ve always been interested in their work, how interesting the industry is, and how different it is from banking.
I secured a position in TNS as a Research Associate, which started my Market Research journey. The sheer variety of clients and research methodologies were enough to keep me in the industry.
Before Kadence International, you worked in various roles, including Research Executive and Reconciliation Specialist. How did these experiences shape your approach as a Project Manager in market research?
One thing I appreciate about having worked as a Reconciliation Specialist is that it developed my keen eye for detail. There’s no place for mistakes when balancing salary accounts, so there was a real impetus for me to hone my skills. This has served me well as a Project Manager as I have been able to spot if something is amiss in whatever I’m checking, be it a client deliverable or a simple email.
Rising through the Market Research ranks has made me more empathetic to my Analysts and Researchers. Since I have been in their position before, it has helped me manage them better because I know how long tasks take and possible bottlenecks they may encounter.
The roles I’ve had before ultimately led me to be a better Market Researcher. I always give my team grace and try to be as understanding as possible, so long as there are no deliberate or egregious mistakes.
What unique challenges and rewards have you encountered while working at Kadence International?
I joined Kadence back in March 2021. Lockdowns were still common, and all research had moved online or via CATI. So, that was quite a unique moment in Market Research, but across all industries.
Upon joining Kadence, I was assigned World Poll PH 2021. It was the first large-scale CATI tracking study I’ve ever handled. It was four waves of N=1000 each, with two waves running concurrently.
We had problems with the output quality of the contracted CATI supplier, so we had to do the calls in-house, meaning we recruited our callers to finish the study! That was quite the challenge for my first CATI project, but I made it work and was rewarded with the client’s continued trust in us for this tracking project.
Could you discuss a particularly memorable or challenging project you managed at Kadence International?
Aside from World Poll, another critical project that I will always remember would be my first political survey. The project was called Pundit, and it had several iterations throughout 2021. Initially, it was a one-off set of FGDs, but it developed into multiple qualitative and quantitative projects leading up to a few months before the 2022 Philippine National Elections.
We started this when possible candidates were just floated around, and no official candidacy was announced yet, so we indeed saw how the populace reacted and how their sentiments changed throughout the different iterations of Pundit.
One thing to note was that Pundit results were not released publicly, so I’m very proud of this project as our results closely resemble those of publicly released political surveys at the time, which shows that we are capturing the true sentiment of the public.
Another remarkable thing about the project was the fact that this is where Kadence PH saw a return to F2F TAPI interviewing, which brought about a different set of challenges like interviewers falling ill due to COVID and local government units refusing to have us conduct surveys in their area due to COVID fears.
We also had to respond quickly to sudden government announcements that may impact our people on the ground, such as possible lockdowns in areas where COVID numbers are up. Pundit was a whirlwind of different issues, but I wouldn’t have traded it for anything else because it was such a fun project to run.
You possess skills in data visualization, critical thinking, and communication. How do these skills play a role in your daily responsibilities?
I find it helpful when training my team members. When we craft proposals or have reports to send out, I get to share my knowledge and experiences with the junior team members. What would be the best way to present the findings, what charts to use, and the like?
We’ve also had coaching sessions on proper client communications and how we can influence clients to see things our way. It fills me with joy when my team members can confidently talk with clients and accomplish tasks with little to no supervision on my end.
How has the market research industry evolved, particularly in the Philippines, during your tenure?
When I started, we were still in the thick of the PAPI era, with interviewers lugging multiple printed questionnaires house-to-house to do F2F surveys. I remember accompanying an interviewer for a tobacco study where we had a printed showcard of choices. The project was Discrete Choice Modelling for a cigarette brand, so we had several choice tasks printed on A3 paper! However, today, one can run a DCM or Conjoint project using tablets or even online.
The Philippines is now in its TAPI and Online Survey era. Gone are the days when researchers and field personnel sifted through sheets of paper to collate a questionnaire.
Then, there is the rise of boutique agencies in the Philippines. As significant research entities buy out and combine into one or the other, boutique agencies introduce new thinking and approaches because they’re more tied down than the major players are in terms of targets. They can afford to explore more and create their own niche in the industry.
How have technological advancements influenced your work in market research?
It has vastly made work faster and slightly more accessible. From the introduction of tablets to interviewing, to automatic encoding, to faster data processing, tech advances in Market Research have greatly helped add time to analyze the results of the studies comprehensively.
It gave more time for brainstorming sessions and more in-depth analysis to make our reports holistic and not rushed. Clients appreciate when we, as Researchers, are conscientious, and a big part of that is achieved through the various advances we’ve had in the industry.
What advice would you give someone just starting their career in market research?
For those starting their Market Research journey, here is some advice for navigating the field.
- Start building on your skills.
- Develop your eye for details. Attention to detail and precision are crucial skills to be a market researcher.
- Learn how to analyze data and develop strong analytical skills. Know which charts are best to use for your data type.
- Improve your written and oral communication. It’s imperative for you to develop your communication skills so that you can express study findings confidently and accurately.
- Keep an open and curious mind.
- Always ask questions and be proactive in learning about the industry. Don’t limit your understanding by being afraid of asking questions.
- Cultivate a curious mind and be someone who’s always searching for new ideas.
- Develop expertise, but don’t put yourself in a box.
- Fully grasp the intricacies of a methodology, be it qualitative or quantitative, but don’t be defined by it. Don’t be afraid to branch out of your expertise so that you can become a holistic researcher.
- Volunteer for challenging tasks, as it will only be to your advantage when it’s time to venture out to greater things.
Success comes from a combination of different factors, so one should be adaptable and constantly seeking opportunities for improvement.
What are your professional aspirations or goals in the market research field?
There’s still a lot I haven’t experienced in Market Research, but in the next 5-8 years, I’d like to head the Insights department of some company. I don’t know what industry yet, but that’s the direction I want to head toward.
I would also like to work outside the confines of the Philippines. Be it a secondment or in a different capacity.
How would you describe the culture at Kadence International, and how does it align with your personal values?
Of the research agencies I have been a part of, Kadence is the chill and relaxed one. The culture is very open, and the people are friendly and helpful. Plus, we’re still on a hybrid work schedule, which adds brownie points to Kadence.
I’m very laid back, so the company culture suits me quite nicely. I’m able to express my thoughts without fear of retaliation or not being taken seriously. There is a good fit with how I want to work and the Kadence ethos.
In what ways do you believe Kadence International’s approach to market research makes a difference for clients and the broader community?
Our approach fosters a sense of kinship with our clients where they feel the trust that we will do right by them. We’ve had successful relationships with clients because we care about their needs. We meet them halfway when it comes to costs and suggest the proper methodologies to answer their business issues.
We don’t shy away from telling them what will work and what won’t; we’re upfront and honest with them about our strengths and limitations. Clients appreciate always appreciate honesty.
How do you maintain a healthy work-life balance, especially in a demanding field like market research?
I am not shy about taking a break now and then. Having a long weekend where I laze around and catch up on my reading is essential to maintain my sanity.
I do not mind working long, especially if we’re on fieldwork, but there should always be time for play. I carve out time after stressful projects, so I’m refreshed and ready to face different challenges.
Outside of work, what are some hobbies or activities you enjoy?
I may not look it, but I like to walk to clear my mind, and it’s my sole form of physical activity. I’m an avid reader of mangas and manhwas as well as wuxia and xianxia web novels. I’m trying to rekindle my book-reading habit, which will be another escape source.
I also watch a lot of reality TV and other shows that are light and where I don’t have to spend much thinking power to follow the story. Lastly, I listen to pop and OPM music to soothe my mind.
Anything else you’d like to add?
I’ll leave you with a quote that stayed with me when I considered applying to graduate school. I don’t know its provenance, but it is attributed to Jennifer Ritchie Payette.
“Your career is like a garden. It can hold an assortment of life’s energy that yields a bounty for you. You do not need to grow just one thing in your garden. You do not need to do just one thing in your career.”
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