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: Pooja Mehra
Position: Senior Executive- Project Management
Kadence Office: India
When did you join Kadence International?
I joined the Kadence India team in January. 2012.
What are your role responsibilities?
I am responsible for end-to-end project execution which includes data collection, data processing, quality checks, etc. I am responsible for client service as well.
What does a typical day look like for you as Kadence’s Senior Executive – Project Management?
My day starts with taking the status of the Field team and sharing with our clients for multiple projects and then receiving client feedback to share with the team for smooth project execution.
What is unique about market research in India?
I have handled both national and international studies, market research is pretty much the same all over the world.
What was the first job you had (during school, college or university)?
I worked as a freelance auditor for a law firm after I finished my schooling.
What is it about market research that excites you the most?
In market research what I feel is the most interesting part is that we are involved in new studies for various industries.
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What is it about Kadence’s company culture that you like the most?
The best thing I feel about Kadence’s company culture is the involvement of management in everyone’s growth, Kadence identifies talent and promotes it.
When you were a child, what did you want to be when you grew up?
I wanted to be a lawyer.
What qualities do you feel are “a must” for anyone exploring a career in market research?
The qualities I feel are “a must” for anyone exploring a career in market research are dedication towards all the studies one is doing and patience to handle various demands of this dynamic industry.
What piece of advice would you give someone looking to start a career in market research?
The piece of advice that I would like to give someone who wants to start their career in market research is that you should have a “can-do” attitude, don’t give up, be dedicated towards all the studies whether big or small.
How have you seen the field of market research change since you started your market research career?
Since I have started my career in the field of market research I have seen a huge technological shift in conducting fieldwork. Before face to face interviews were conducted via Pen and Paper (PAPI) and now it has changed to Computer Aided Personal Interviews (CAPI).
What is it about the field of market research you wish everyone knew?
I wish everyone knew how much this field/industry affects everyone’s daily life that many are not aware of. From Opinion Polls conducted through research which keeps everyone glued to their televisions during election results, to a new product launch and so many other ways this industry touches our lives.
Who is your favorite hero, or what is your movie of all time and why?
Akshay Kumar because of his struggle and that he is a self-made star in the entertainment industry.
What is your favorite quote, motto, or favorite phrase?
“Don’t stop when you are tired, stop when you are done.”
If you could time travel into the future 10 years, how will market research evolve?
I think in the next 10 years the concept of face-to-face interviews will be done, due to all the technological advancements, everything will be online.
What do you like to do in your free time when you are not working?
Playing with my children and watching TV.
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