Estrella Lopez's guest appearances

Estrella Lopez

Happy Market Research Podcast

WAN DEEP SESSION

Charlotte de Witte

Rob Jones

David Garcia

Steve Portigal

James Taylor

John Martin

Tom Anderson

Matt Lucas

Don Golden

David Wolfe

Ramon Tapia

Richard Merrick

Nick Graham

Jessica Richards

Kristi Zuhlke

OwlTail

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WAN DEEP SESSION #252 (Estrella Lopez Guestmix)

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Estrella Lopez Brea, Global Head of Consumer Connections at CPW.This Episode’s Sponsor:GreenBookContact Estrella Online:LinkedInCPW[00:02]I have a special guest. You were a speaker earlier today, right? [00:05]Yes, I was.[00:07]Tell us a little bit about what it is that you spoke on. [00:10]I spoke this morning about the importance of large corporations to remain competitive in the marketplace, and the need to adjust their ways of working and doing innovation in order to remain competitive in this changing environment.[00:27]That’s a relevant subject. [00:29]Exactly.[00:29]You’ve been in market research for a long time? [00:34]Twenty years.[00:35]That’s impossible, by the way. [00:37]No, no (laughter). It is possible.[00:40]This is 22 years for me, which, again, seems crazy. [00:45]Time flies.[00:46]Yes. What did you do before market research? [00:49]All my career has been in market research.[00:52]Really? [00:52]Yes.[00:53]How did you wind up in market research? [00:58]To be honest, I’ve always loved getting to know people as humans and culture, their culture, their behaviors. Getting to understand where people were from, and what were they doing and why. That was a little bit in my background. When I got my first job in the U.S., in Chicago, I used to live in Chicago, in a pure market research agency, I was like, “Wow. I love it.” (Laughter.) Then I moved to the client side and have been working in different companies across the globe.[01:35]Where did you grow up? [01:37]In Spain. I’m originally from Spain.[01:39]What part? [01:40]From Madrid. I lived in the U.S., and then I went back to Spain. Now, I live in Switzerland.[01:47]Chicago’s very cold right now. [01:52]Very much indeed (laughter).[01:54]You’re lucky you’re not there. [01:54]Winters are hard.[01:56]Especially this winter oddly enough. What do your parents do? [02:01]That’s interesting. They’re not retired, but my dad used to be a lawyer and my mom used to be a VP in HR. A lot of human contact, too. That’s where I learned about the importance of empathy.[02:22]From your mom and then your dad. Lawyers, it’s very processed, right? [02:27]Yes.[02:28]You have the methodology connection there, don’t you? [02:29]I do. Yes, I do.[02:32]Remember the early days of market research, when you started… This is going to be an unfair question, I’m talking about 20 years ago. How much time was spent, in those early days, on the added value or the actual impact of the research versus the logistics of the research? Do you remember on a percentage basis? I know this is going to be a wrong answer no matter what, but— [03:04]I don’t know, but I—[03:04]Was it 25 percent? Five percent? [03:07]I don’t know if I can give you a number, but I can totally see that that has absolutely shifted from back then to how things are right now. How I live it right now, because in the company that I’m working under, there’s a huge change and shift in the way we are approaching consumer research. I don’t even like to call it consumer research. For me, it’s just insights. Gathering insights from consumers.Before, it was all processed and validation. This was exactly what my presentation was about. We were a function that supported the lead function, which used to be marketing. Now, we’re just strategic partners and we have so much accountability for the impact that the whole function has in the organization that it has to meet. It has totally shifted, and it’s much more rewarding right now.[04:06]I agree. There’s not been a more exciting time in my career for market research than right now. [04:11]I agree,

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Estrella Lopez Brea, Global Head of Consumer Connections at CPW. This Episode’s Sponsor: GreenBook Contact Estrella Online: LinkedIn CPW [00:02] I have a special guest. You were a speaker earlier today, right? [00:05] Yes, I was. [00:07] Tell us a little bit about what it is that you spoke on. [00:10] I spoke this morning about the importance of large corporations to remain competitive in the marketplace, and the need to adjust their ways of working and doing innovation in order to remain competitive in this changing environment. [00:27] That’s a relevant subject. [00:29] Exactly. [00:29] You’ve been in market research for a long time? [00:34] Twenty years. [00:35] That’s impossible, by the way. [00:37] No, no (laughter). It is possible. [00:40] This is 22 years for me, which, again, seems crazy. [00:45] Time flies. [00:46] Yes. What did you do before market research? [00:49] All my career has been in market research. [00:52] Really? [00:52] Yes. [00:53] How did you wind up in market research? [00:58] To be honest, I’ve always loved getting to know people as humans and culture, their culture, their behaviors. Getting to understand where people were from, and what were they doing and why. That was a little bit in my background. When I got my first job in the U.S., in Chicago, I used to live in Chicago, in a pure market research agency, I was like, “Wow. I love it.” (Laughter.) Then I moved to the client side and have been working in different companies across the globe. [01:35] Where did you grow up? [01:37] In Spain. I’m originally from Spain. [01:39] What part? [01:40] From Madrid. I lived in the U.S., and then I went back to Spain. Now, I live in Switzerland. [01:47] Chicago’s very cold right now. [01:52] Very much indeed (laughter). [01:54] You’re lucky you’re not there. [01:54] Winters are hard. [01:56] Especially this winter oddly enough. What do your parents do? [02:01] That’s interesting. They’re not retired, but my dad used to be a lawyer and my mom used to be a VP in HR. A lot of human contact, too. That’s where I learned about the importance of empathy. [02:22] From your mom and then your dad. Lawyers, it’s very processed, right? [02:27] Yes. [02:28] You have the methodology connection there, don’t you? [02:29] I do. Yes, I do. [02:32] Remember the early days of market research, when you started… This is going to be an unfair question, I’m talking about 20 years ago. How much time was spent, in those early days, on the added value or the actual impact of the research versus the logistics of the research? Do you remember on a percentage basis? I know this is going to be a wrong answer no matter what, but— [03:04] I don’t know, but I— [03:04] Was it 25 percent? Five percent? [03:07] I don’t know if I can give you a number, but I can totally see that that has absolutely shifted from back then to how things are right now. How I live it right now, because in the company that I’m working under, there’s a huge change and shift in the way we are approaching consumer research. I don’t even like to call it consumer research. For me, it’s just insights. Gathering insights from consumers. Before, it was all processed and validation. This was exactly what my presentation was about. We were a function that supported the lead function, which used to be marketing. Now, we’re just strategic partners and we have so much accountability for the impact that the whole function has in the organization that it has to meet. It has totally shifted, and it’s much more rewarding right now. [04:06] I agree. There’s not been a more exciting time in my career for market research than right now. [04:11] I agree,

IIeX Europe 2019 Conference Series – Estrella Lopez Brea – CPW