A guest blog by Tatyana Bacon: MRII Board Member, and Head of Consumer Insights at Zaxby’s Franchising LLC
As the Head of Consumer Insights at Zaxby’s, I have had the privilege of establishing and expanding the market research function within the organization. This role allows me to influence every facet of the business, from marketing and operations to development and finance. I believe that market research is not just a tool; it is a vital thread that connects our brand with our guests, informing and evaluating our strategies to enhance the overall experience. Through consumer insights, we strive to create meaningful interactions that drive growth and foster loyalty.
When I embarked on my journey in market research, I developed my expertise through immersive, hands-on experience. However, as my career progressed, I recognized the importance of a strong foundational education that encompassed a broader perspective than what I was gaining on the job. This realization led me to pursue certification through the Market Research Institute International (MRII) and their Principles of Market Research course.
The coursework not only solidified my understanding of market research principles but also expanded my knowledge of various implementations and illuminated the unique challenges and nuances across different sectors. While my practical experience was invaluable, the MRII courses provided a common language and community that I previously lacked, significantly enhancing my professional development.
When the opportunity arose to serve on the Board of MRII, I eagerly accepted. I wanted to give back to the organization that has been instrumental in my career growth. My goal is to help the next generation of researchers learn and thrive in the field, particularly those who may not come from traditional backgrounds and may be unaware of the resources available to them. This role allows me to collaborate with dedicated market research professionals, further enriching my own learning and growth in this dynamic industry.
As market research evolves rapidly, I am enthusiastic about contributing to an organization poised to shape the future of this dynamic field.
