Professional Portrait No.4: Au?ra ?ev?enko, Research Analyst

Could you describe your journey to Research Analyst position at dentsu??

My journey to this field and position has been quite unusual, and it continues to amaze me. For the majority of my life and career, I worked as a clinical child and family psychologist. However, being someone fascinated by numbers and statistics, I always had some statistical side-projects focused on social science or medicine topics. Then, life happened, and I started wondering if it was worth switching my main and side jobs for a change. And now, here I am!

What's your typical work day like?

Not every day is the same, and that's what makes this job more enjoyable. On a regular day, I meet with account managers to discuss project objectives and client requirements for specific target groups. Together, we develop the most efficient research plan.

Then comes my favorite part - data analysis and interpretation. I dive into the numbers, trying to find anything that would help our team and clients derive meaningful insights and develop the best strategies for their businesses.

Moreover, as a psychologist, I focus more on psychological profiles, trying to understand what drives our consumers, what is behind it all, and how to effectively catch their attention and elicit a reaction.

I feel that my psychological insights are truly appreciated here.

Reporting and presenting also play a major role in this job. Not everyone can easily interpret raw numbers, so my job is to make the data more readable and understandable for anyone. Various charts and visuals help achieve this.

This job requires a lot of collaboration and communication, and I feel involved with my team. Once I find something important and unusual among all those numbers, we gather together to discuss and sometimes even shift the entire strategy. Business decisions and marketing strategies are indeed data-based, and it's nice to see that in action.

What accomplishment are you most proud of??

For me, the most significant thing is that every analysis, even a small one, is being used for decision-making. I also appreciate that I was able to bring more significance to customers' psychological profiles, gaining a deeper understanding of the motives behind their buying and consumption decisions.

What are your thoughts on the future of your profession and how it will evolve??

With the continuous advancement of technology, our lives are undergoing rapid transformation, and I anticipate that these changes will only accelerate further. Technologies are being utilized to automate repetitive tasks and analyze large datasets. However, the interpretation aspect heavily relies on human mind, thoughts, and ideas. Consequently, AI-powered tools can assist researchers in processing data at a faster pace, identifying trends, and generating reports more efficiently. Nevertheless, they will not replace human insights and expertise, at least not yet.

Therefore, I firmly believe that the future of market research lies in a collaborative partnership between humans and AI. This collaboration should enhance workflow efficiency.

How do you keep up with new trends and technologies in your field??

On a regular basis, I browse through publications in market research that focus on the latest trends, new technologies, and best practices in this field. LinkedIn also helps me stay up-to-date. Moreover, we receive a lot of information from dentsu global, so keeping up with new trends is pretty easy if you have a genuine interest.

How would you describe dentsu culture?

Dentsu is vibrant and dynamic, creative and professional. It fosters personal growth, provides all the resources for development and offers plenty of challenges, along with the needed support. Moreover, I feel that dentsu cares and does everything to make a positive social impact on this world.?

What makes dentsu a compelling place to work? What aspects do you find most enjoyable about working here?

For me, dentsu is about teamwork and collaboration among professionals. We strive to find creative solutions, think outside the box, and share successful strategies so that others can benefit as well.