Next up in our interview series is Molly McNerney, Observation Baltimore’s Recruiting Supervisor. Read on to find out what she thinks is the key element to Baltimore research and what fascinates her about the market research industry.
You supervise the recruiting for all our research projects. How do you ensure the most qualified respondents participate in the groups?
We have a robust database which allows us access to people all over the Baltimore area. We understand that respondents have to not only meet the criteria set by clients, but also be engaging when in an interview or focus group. Respondents must go through a rigid screening process to determine if they are a good fit for the study. We take great pride in making sure that our respondents are of high quality and offer great insight for our clients.
What do you think is a key element to successful Baltimore research?
The most important factor is having a great understanding of the market. We have being conducting research in Baltimore for over 20 years, so we really understand the nuances of the city and surrounding counties. Many of our staff grew up here, and many have lived her for a long period of time, so we are Baltimore through and through.
What drew you to the market research industry?
I come from an advertising and public relations background, so I felt my skills could be applied well in a market research environment. I am fascinated by working with and speaking to people from all types of backgrounds. The research we do is always ahead of the curve, so we get to see things before the general public does. We do research with so many different industries, from CPG and healthcare to financial services and education, that no two days are the same.
What is one thing people may be surprised to know about you?
I like to paint in my free time. I love the Baltimore City skyline, but I also am interested in more rural settings. I recently moved out of Baltimore, so I enjoy exploring my new surroundings and documenting my travels with art.
If you could travel anywhere in the world, where would you go?
I have done a lot of traveling, but next on my list of places to visit is probably Peru. I have heard great things about the beautiful views and landscapes. I have always wanted to climb Machu Picchu, so hopefully I will be able to do that sooner rather than later. I may even bring my portable easel!