Career tips from top media researchers
Brad Adgate, Stacey Schulman, David Poltrack and more
October 1, 2015
If buyers are the face of a media department, and planners are the backbone, then researchers are the brain.
They collect and analyze all the data buyers and planners need to help in their decision-making, and these days there’s more of that data than ever.
Researchers’ jobs have evolved a lot as we enter the age of big data, and they’re sure to change even more over the next decade, as digital media expands and traditional media contracts.
Amidst these seismic shifts, young people seeking a career in media research must be flexible and ready to adapt to new challenges.
At a recent meeting of the Council for Research Excellence, top media researchers were asked to share their top career tip for young people entering the field.
CRE shared these insightful responses with Media Life. They’re applicable to those in other media departments, too, as well as buyers and planners who may be considering a move into research, which is becoming more and more important.
(Have some tips of your own? Add them in our comments section below.)
Pat Liguori, senior vice president of research and electronic measurement at ABC Owned Television Stations Group
“I think what I would say to them is be curious, be thoughtful, and be present.”
Howard Shimmel, chief research officer at Turner Broadcasting System
“I’m jealous of people who are starting in the business now. They’re going to have way more time where they’re dealing with other chaos. We had, I think, most of us, 10 or 15years of calm. They’re probably going to have their whole career.”
Joanne Burns, executive vice president of marketing, research and new media at 20th Television and MyNetworkTV
“When I mentor people, I tell them that this job has never bored me because if you like learning and you like entertainment, it’s a nonstop cycle of doing both: learning about the entertainment business and viewing.”
Joe Abruzzo, executive vice president and chief exploration officer at Havas Media
“I always recommend to new people coming into the industry to really work hard and work as a team member with other people on your team, to complement each other and to learn from each other.”
Hadassa Gerber, chief research officer at TVB
“I always tell them, ‘This is a wonderful time to get involved in it. It’s a moving target and you will never be bored.’”
Brad Adgate, senior vice president of research at Horizon Media
“I would have a really good understanding of math, technology, engineering or science.”
Buzz Knight, vice president of program development at Greater Boston Media
“I would say, ‘Be open-minded in how you go about your business, but try to be really thoughtful about the little things,’ because the little things really matter.”
Stacey Schulman, executive vice president of strategy and analytics at Katz Media Group
“I would tell young people that no matter what they decide to do, to do it with passion — because when you do it with passion, then it shows. And it helps with all your relationships. And the other thing that I tell young people is, ‘Don’t be afraid to ask anyone in the organization you work for to tell you about how they got to where they got to,’ because everyone likes to talk about themselves, and it will ultimately help them understand that there are multiple paths to multiple ends.”
John McMorrow, vice president of research and programming at Cox Media Group
“Developing relationships and a Rolodex is still critical.”
Billy McDowell, vice president of research at Raycom Media
“Get very good at manipulating and visualizing data.”
Nancy Gallagher, senior vice president of audience measurement and content distribution at NBCUniversal
“Be patient and be curious.”
Christine Pierce, senior vice president of data science at Nielsen
“Be curious but also be diligent in solving the questions that you have.”
Janice Finkel-Greene, executive vice president and director of buying analytics at Magna Global
“I would give them the same advice that I give to people who have been in the business for 40 years: be critical and beware.”
Tom Ziangas, senior vice president of research at AMC Networks
“Be passionate about what you do, challenge the status quo, and tap into senior level people to kind of understand their experiences in this industry.”
Jed Meyer, global research director at Annalect
“Embrace the gray. There’s not very much in this world that’s black and white.”
Beth Rockwood, senior vice president of market resources at Discovery Communications
“I don’t have magical words for new people, but I think it is a really good time to be in this business because good people can make a big difference if they really apply their skills and are able to communicate clearly.”
Janet Gallent, senior vice president of strategic and primary research at NBCUniversal
“I would say get your hands dirty and learn as much as you can by touching everything and being passionate and asking lots of questions.”
Horst Stipp, executive vice president of global business strategy at ARF
“Listen to all of the smart people. Hear what they have to say. They all made a really, really good point. Be curious and be especially curious of our data analytics because, otherwise, you’ll be out of a job.”
David Poltrack, chief research officer at CBS Corp.
“If you want to look at the opportunities in this wonderful media/advertising business, there’s no better place to be than the research department. This is where you’ll see it all.”
Kathleen Bohan, senior vice president of local research at Univision Communications
“Expose yourself to as much as possible, because that’s a lot of what helps you find your passion. Ask a lot of questions and learn from the people around you and learn to love data.”
Cheryl Brink, vice president of interactive research and analytics at Scripps Networks
“Be passionate about metadata. I think this is going to be a golden age for really understanding the consumer and what the consumer really values in media, because they’re going to have more choice. And I love the segmentations, for example, that Dave has worked on with CBS, where they’ve gained some understanding of how people consume different types of programs. So it’s a golden opportunity for people.”
Sara Erichson, executive vice president at Nielsen
“Be passionate, never settle, and never jeopardize your integrity.”
Artie Bulgrin, senior vice president of research and analytics at ESPN
“I would echo be passionate. Be curious. Learn to communicate well. That will set you apart. And be ready to be a perpetual student.”
Tanya Giles, executive vice president of strategic insights and research at Viacom Entertainment Group
“Show up. Show up for every meeting. Show up for everything you’re invited to. Be there, be present and listen.”
Jeffrey Graham, global ad research director at Twitter
“I would recommend that people develop a strong point of view of where their future is going and try to develop some expertise a little bit ahead of the curve.”
Tony Marinaro, corporate director of research at LIN Media
“Ask questions, be the best that you can be, and strive to always keep up with the new methodology and techniques.”
Keenan Pendergrass, director of station research at Cox Media Group
“Embrace change, trust your instincts, and listen thoughtfully to what people are saying.
Robin Thomas, senior vice president of reseaech at The Tribune Co.
“Be bold. Don’t be afraid.”
Andy Rainey, senior vice president of research at the Radio Advertising Bureau
“In today’s environment, every medium has value to some consumer, and we should keep an open mind. And slice the old in with the new.”
Mark Kaline, president at Kaline Media Solutions
“The most effective way to cope with change is to help create it.”
Diane Laura, vice president of global communications at Nielsen
“Take chances, especially early in their career, but be open to different opportunities. What they think they may want may not be what they want. And what they think they don’t want may actually be a great venue for them. You just never know where something may take you, and I think taking chances, especially early on, is critical.”
Ceril Shagrin, executive vice president of corporate audience measurement innovation and analytics at Univision Communications
“My advice would be to ask questions and when you get the answer, do your own research to find out why.”
Richard Zackon, facilitator at the Council for Research Excellence
“I’ll just share a piece of wisdom that I’ve picked up along the way, which is the definition of a vocation, or a calling, which is where your deep gladness and the world’s deep hunger meet. So follow your heart, and people will pay you to do it if it is valuable.”
Tags: Brad Adgate, career advice, careers, media research, media research career advice, media researchers, Stacey Schulman
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