Alright – so today we’ve got the honor of introducing you to Katrina Noelle. We think you’ll enjoy our conversation, we’ve shared it below.
Katrina, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
I’ve always found people – and their stories – to be fascinating. And they want to be seen and heard and appreciated for who they are. I feel lucky every day that we are able provide a feedback loop so brands can learn more about the audiences they serve through my work at both KNow Research and Scoot Insights. I opened the doors of my first consultancy, KNow Research in 2003 with energy, determination and focus towards the goal of consistently delivering quality insights. I had spent time in entertainment marketing, learning the ropes of how to sell/message/communicate to customers. But one memorable week I was sent ‘on the road’ to take notes for a researcher who was in charge of listening to audiences. At that time I didn’t realize that there was an industry focused on passing the mic and shining the spotlight on customers, one that made decision-makers sit up and listen to the all-important people who made their product, service, business and brand possible. I was hooked.
Over the years, that goal has driven the expansion of the agency with a continued focus on methodological innovation to be sure we are always looking for new ways for these audiences to be heard, for their stories to be told. We support insights managers and marketing teams in retail, financial services and any organization looking to open new doors by helping them keep key qualitative insights in the mix.
My focus on the qualitative sides of insights comes from my belief in the power of human stories. It’s our job as insights professionals to illuminate the power of human stories and showcase them in compelling ways so that the companies and brands that serve them continue to do so in an empathetic way.
It also led to the launch of my second company Scoot Insights in 2015. My Co-Founder Janet and I saw the opportunity to use our qualitative research skills to combine customer insights with client expertise to help decision makers crack crucial business decisions. We serve executive teams by helping them keep the voice of the customer central when making decisions for the organization.
Both agencies also give me the opportunity to empower and support talented women on my team, in my network of expert partners and through my supplier relationships. I believe in the ability, empathy, strength and drive of women in insights and work to help bring those qualities to every engagement and infuse them into Insight, delivered.
I always look forward to partnering with organizations who also find people fascinating, and who value collaboration in the pursuit of getting to know them and helping their voices be heard by the brands that impact their lives.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
KNow Research is a full-service, qualitative insights consultancy that enables marketers and brands to understand customer motivations through custom research design for over 20 years. Our clients appreciate KNow Research’s range; they are as adept at coaxing opinions from focus group participants and interviewees as they are at conceptualizing and project managing an entire multidisciplinary study. We specialize in studies focused on how products, services, and industries interact with participants’ lives. By gaining an overall picture of a consumer’s world, these studies show how they incorporate brands and purchases into their lifestyle and environment. Scoot Insight’s proprietary Scoot® Sprint methodology helps decision-makers choose the right direction. We tap into the people that need to be heard to explore the landscape, unearth the insights, determine the right direction and map out the best way to get there. Bringing different perspectives together enables collaborative team energy to course through the entire process.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
1. Curiosity – When people ask me what they key skill they need to develop to be great researchers, my answer is always the same: curiosity. You need to be innately curious about people to form authentic connections and create actionable insights 2. Patience – This one came less easily to me personally but is equally essential. Working with talented partners and teammates over the years who know how to slow down and let this insights percolate and simmer has helped me not only form the necessary connections, but to bring them to life fully. Now I’m a big fan of ‘sleeping on it’ to ensure your analysis, decisions or recommendations ‘stick’ over night.
3. Active Listening – We live in a world that values speaking/posting/opinionate-ing but not really listening. Be sure to hone your active, empathetic listening skills to be sure you’re getting the most out of every interaction (this works for life as well as work!)
Thanks so much for sharing all these insights with us today. Before we go, is there a book that’s played in important role in your development?
Related to my last point about ‘active listening’ – this book is a game changer: You’re Not Listening: What You’re Missing and Why It Matters by Kate Murphy (https://www.goodreads.com/en/book/show/45892276) who explains why we’re not listening, what it’s doing to us, and how we can reverse the trend.
Contact Info:
- Website: www.knowresearch.com
- Linkedin: https://www.linkedin.com/in/katrinanoelle/
- Youtube: https://www.youtube.com/@knowresearch/videos
