Jenna possess more than 7 years in business research and market intelligence, in grocery retailing industries and sporting goods retail businesses. She says that in the world of research, it is important to have an open mind for the best creative ideas, to obtain a greater understanding of consumer needs.
Jenna Munoz
Consumer Insight Manager
http://www.linkedin.com/pub/jenna-munoz/11/16/b11
What site(s) do you go to at least once a day for fun and inspiration?
I like going to MSN TextTwist for two reasons – it helps me build my vocabulary in a fun way, and I can play with my 7 year old who loves it. It also allows me an opportunity to just zone out and relax after a long day of thinking.
Greatest skill a good Marketing professional requires?
An open mind. It’s easy to get used to how things are done and get stuck in routine, or to make assumptions about consumers. By keeping an open mind you keep the door open for some of the best creative ideas and ideation, and greater understanding of what needs your consumers may have.
What’s the recent “it” marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and marketplace?
Hmm…I guess I can’t say “TomKat” since that was so five years ago. I’ll have to get back to you on that.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Social media marketing. Social networks like Facebook, Myspace, and Twitter are here to stay, and give marketers a real “in” with staying in touch with their best customers. Besides, what business wouldn’t like to have fans?
What is essential NOT to do when it comes to your area of Marketing speciality?
Make assumptions. Some of the most insightful learning about consumers have come from studies that challenge assumptions we make about who our consumer is, what they like and don’t like, and the way they make their purchase decisions. By trying to learn about consumers without pre-conceived notions can help us understand where consumers are really coming from and expose their underlying needs.
What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?
Lack of control for marketers to funnel information to our customers. With technology now consumers have so many sources to get information, and at times consumers can now really drive brand image and messages about their experiences in our stores or with our products through blogs, forums, reviews, social networks, texting, you name it!
Can Marketing ideas travel across continents and languages?
Yes, I think in this global economy things are more inter-connected than ever before. Physically more people travel internationally, and especially with the prominence of online access all over the world if marketers want to make their ideas known globally, it can certainly be accomplished.
Best piece of advice you have received professionally or personally?
The harder you work the luckier you get! I’ve found this to be true both personally and professionally.
Growing up, what was the first thing you can remember wanting to be?
An artist, scientist, psychologist, or professor. I guess in a round-about way I was able to combine some elements of each for my current profession – market research!
Recent campaign you liked and why?
Home Depot – I really like how they use the different colors (paint) to draw your attention and then make you feel like you can do anything by yourself. Especially as an amateur “do-it-yourselfer” who is typically intimidated by home improvement projects.
Is Marketing more of an art or more of a science?
Coming from the market research world, I have to say both!
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