Young Researchers Q&A: Edelman Intelligence

From left to right – Meije Gernez, Sophia Bernasconi, Sophie Menzies

Meije Gernez, senior research manager, Edelman Intelligence

Education: MSc in Environment and Sustainable Development, BA in Comparative Literary and Cultural Studies

How long have you worked in market research? Five years

Was becoming a market researcher accident or design? Accident

Please elaborate… I fell into after a conversation with a friend from uni – sounded interesting to fill a gap after my masters and loved it so I stayed.

What has been the highlight of your career so far? Just generally being able to study people for a living

What’s the secret to good team building? Listening, acknowledging, and working towards a clear common goal/objective

What’s your favourite methodology? Mixed three stepped approach: Landscape analysis, followed by exploratory qualitative focus groups or interviews depending on the audience, then topped off and validated by a large quantitative survey!

What are your work ambitions for the next five years? Make research a seamless, valued, and undiscernible part of planning strategy and communications

What bit of your job will be automated in ten years’ time? Charting! Let’s hope…

If you weren’t working in market research what would you be doing? Running a small restaurant

How long do you have to commute to work? One hour

Power dressing or dress-down Friday? Dress to impress!

What is the most stressful thing about your job? TIME

Sophia Bernasconi, senior research executive, Edelman Intelligence

Education: Bachelor of Biomedical Sciences in Physiology and Pharmacology

How long have you worked in market research? Three years

Was becoming a market researcher accident or design? Accident!

Please elaborate… I was supposed to go to medical school. As a biomedical degree graduate, I have always valued research but was slightly deterred from a research-centred career by my frustration with the seemingly always theoretical nature of findings. What was interesting, to me, was when we could apply these findings in finding the best treatment for patients. After a leap towards the world of communications and market research, I discovered I could continue to use data to derive actionable insight – and use it in tackling our clients’ challenges.

What has been the highlight of your career so far? Joining forces with our colleagues to develop a new approach to identifying and mapping influencers – which marries the rigor of data with the art of communications planning.

What’s the secret to good team building? Believing that the team’s strength lies in each of its very own members – and the members’ strength? The team.

What would be your advice to anyone contemplating joining the industry? Research it!

What is the best thing about working in research? Using a range of different approaches and methodologies to answer varied client challenges – and in turn providing our clients insight-based, strategic recommendations.

If you weren’t working in market research what would you be doing? I would be a doctor – probably a paediatrician or emergency physician.

What’s the best bit of advice you’ve ever received (work or personal)? A wise man once said… stay hungry, stay foolish! And be happy while you do so.

Sophie Menzies, senior research executive, Edelman Intelligence

Education: Sheffield Hallam University, BA Hons English Language

How long have you worked in market research? Three years

Was becoming a market researcher accident or design? Design

Please elaborate… I had done a couple of market research internships at university so knew it would be a career that would keep me interested and engaged.

What has been the highlight of your career so far? Working with super bright, creative people to develop a new piece of measurement IP for Edelman Intelligence. This helped our client better understand the financial impact of their communications and marketing for their biggest campaign of the year.  

What’s the secret to good team building? Communication

What would be your advice to anyone contemplating joining the industry? Be proactive and network. When looking for solutions, people turn to those they trust.

What’s the best bit of advice you’ve ever received (work or personal)? You can’t be too early, but you can be too late.

Favourite TV show? It has to be The Thick of It!

What’s the most ridiculous thing a client has ever asked of you? To make all the ‘boxes’ in a report ‘circles’…