Jenny Karubian's guest appearances

Jenny Karubian

Happy Market Research Podcast

David Garcia

Steve Portigal

James Taylor

John Martin

Tom Anderson

Matt Lucas

Don Golden

David Wolfe

Richard Merrick

Nick Graham

Jessica Richards

Kristi Zuhlke

Harry Brignull

Emmanuel Probst

Stuart Crane

OwlTail

My guest today is Jenny Karubian, Founder and CEO of Ready to Launch. Founded in 2014, Ready to Launch is a consultancy based in LA that helps firms launch new ideas, products, and technologies that better serve their customers. Jenny has extensive experience as an ethnographic researcher and is a professor of anthropology, sociology and gender studies. Find Jenny Online:LinkedInWebsite: https://readytolaunchresearch.comFind Us Online: Social Media: @happymrxpLinkedInThis Episode’s Sponsor: This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.[00:00]On Episode 225, I’m interviewing Jenny Karubian, founder and CEO of Ready to Launch, but first a word from sponsor.[00:09]  This episode is brought to you by HubUx.  HubUx is a productivity tool for qualitative research.  It creates a seamless workflow across your tools and team.  Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research.  The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent.  This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace.  So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx.  If you have any questions, reach out to me directly.  I would appreciate it.  Jamin@HubUx.com[01:36]  My guest today is Jenny Karubian, founder and CEO of Ready to Launch.  Founded in 2014, Ready to Launch is a consultancy based in L.A. that helps firms launch new ideas, products, and technologies that better serve their customers.  Jenny has extensive experience as an ethnographer researcher and is a professor of anthropology, sociology, and gender studies.  Jenny, thanks very much for joining me on the Happy Market Research Podcast today.   [02:04]  Thanks for having me, Jamin.[02:05]So, you started an agency 2014.  I’ve just got to start the conversation with, “Why in the world did you start an agency?”  Obviously, I’ve started a couple of companies.  It’s really hard to start a company.  An agency is like, for me, would be considered one of the really hard, hard things because you got to be hunter and you’ve also got to be a farmer and you’ve got to be invoicing and the whole rest of it as well.     [02:35]So I think some hybrid of “I’m a glutton for punishment” but “I’m also very dedicated” probably why I started the agency.  But, also, really, I’m very much in love with the research process, and I also enjoy working with clients.   I enjoy so many aspects of working in the research industry that working for a much larger agency doesn’t give the opportunity to work on projects from end to end the way that it does in an ownership and leadership position.  So I think that that motivated a lot of the reasons why I wanted to start my own business.  [03:15]   So I get the “why” you’d want to start it maybe, but there’s risk when you start a business, right?  Not only is it a time thing there’s a lot of money there.  What gave you that courage to be able to step out and do it yourself?[03:28]Initially,

My guest today is Jenny Karubian, Founder and CEO of Ready to Launch. Founded in 2014, Ready to Launch is a consultancy based in LA that helps firms launch new ideas, products, and technologies that better serve their customers. Jenny has extensive experience as an ethnographic researcher and is a professor of anthropology, sociology and gender studies. Find Jenny Online: LinkedIn Website: <a href="https://readytolaunchresearch.com" rel="nofollow" target="_blank">https://readytolaunchresearch.com</a> Find Us Online:  Social Media: @happymrxp LinkedIn This Episode’s Sponsor:  This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit <a href="http://HubUx.com" rel="nofollow" target="_blank">HubUx.com</a>. [00:00] On Episode 225, I’m interviewing Jenny Karubian, founder and CEO of Ready to Launch, but first a word from sponsor. [00:09]   This episode is brought to you by HubUx.  HubUx is a productivity tool for qualitative research.  It creates a seamless workflow across your tools and team.  Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research.  The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace.  So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx.  If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com [01:36]   My guest today is Jenny Karubian, founder and CEO of Ready to Launch.  Founded in 2014, Ready to Launch is a consultancy based in L.A. that helps firms launch new ideas, products, and technologies that better serve their customers.  Jenny has extensive experience as an ethnographer researcher and is a professor of anthropology, sociology, and gender studies. Jenny, thanks very much for joining me on the Happy Market Research Podcast today.    [02:04]   Thanks for having me, Jamin. [02:05] So, you started an agency 2014.  I’ve just got to start the conversation with, “Why in the world did you start an agency?”  Obviously, I’ve started a couple of companies. It’s really hard to start a company. An agency is like, for me, would be considered one of the really hard, hard things because you got to be hunter and you’ve also got to be a farmer and you’ve got to be invoicing and the whole rest of it as well.      [02:35] So I think some hybrid of “I’m a glutton for punishment” but “I’m also very dedicated” probably why I started the agency.  But, also, really, I’m very much in love with the research process, and I also enjoy working with clients. I enjoy so many aspects of working in the research industry that working for a much larger agency doesn’t give the opportunity to work on projects from end to end the way that it does in an ownership and leadership position.  So I think that that motivated a lot of the reasons why I wanted to start my own business.   [03:15]    So I get the “why” you’d want to start it maybe, but there’s risk when you start a business, right?  Not only is it a time thing there’s a lot of money there. What gave you that courage to be able to step out and do it yourself? [03:28] Initially,

Ep. 225 - Jenny Karubian - Hacks for Building a Successful Market Research Agency

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 Jenny Karubian, CEO at Ready to Launch Research.This Episode’s Sponsor:GreenBookContact Jenny Online:LinkedInReady to Launch Research[00:02]My guest today is Jenny Karubian. She’s based out of Los Angeles, California, which is like my backyard being in Fresno, of course. Ethnography research and strategy. Pretty good, right? IIeX Live Amsterdam, pretty good location. (Laughs.) She’s nodding. Tell me a little bit about your business. [00:32]An agency called Ready to Launch Research. We’re based in Los Angeles. We have a team of six of us. We primarily do all things qual, focus groups, interviews, ethnography, that’s something we really are passionate about at our agency, and a lot of hybrid studies. Most studies have some form of an online component as well as an in-person component, we’re doing a lot of that.[00:57]Tell me about a favorite project. [01:01]A favorite project![01:03]Yes, a favorite, a stand-out project for you. [01:07]I did some non-profit research last year for an organization that wanted to talk to mothers about infant health. It was parents who had infants that had pretty severe illnesses. We traveled all over the country, we did this in six different cities and we met some really amazing moms all over the country dealing with a whole host of problems, things that ranged from partial infant deafness to conjoined twins. It varied a lot. And just learning about how parents really put their kids first in so many ways that it’s so nuanced and instinctual as well in how they work through these infant health issues so early on.[02:00]Was this done in a focus group facility or in-home interviews? [02:04]These were all in-home interviews, especially because parents of children of illnesses have a lot of difficulties traveling so we had to bring it to them. We tended to be in more remote areas, we did this in Idaho, Utah, and some pretty rural parts of Texas. Then we did some stuff in New York City which is a very different experience for people who are in a city versus people who are out in more rural American. It was very interesting to do in-homes in rural America because that’s not similar to what we typically do which tends to be more around the city. That’s where market research tends to happen most of the time.[02:43]Was there an “aha moment” in the findings that happened?I’m thinking about the context of the insights. Focus group facilities are fairly sterile. Going into that home is much more intimate. [02:56]One of the big “aha moments” was how closely linked people’s financial well-being was linked to their child’s well-being. Even though everybody was putting the same amount of effort regardless of where they were, we could really see a lot of differences between people who were living clearly below the poverty line in middle America, versus people who are a bit more well off and living in Manhattan. Looking at how someone lives in their home is the quickest way to understand where they are in the social landscape of things, that was really clear to us by going into their homes.[03:40]It’s super interesting. It’s almost like that’s a sole other variable.I did a study with Into It 100 years ago (laughs), where we had people take pictures of their desks that they worked at, then they would send us all of the pictures of their desks. It was really fun because it was a lot less about the desk and a lot more about all the stuff that was around it as it turns out. [04:08]Like what?[04:09]In that case, it was, they had a whiteboard or a corkboard. This helped. I’m not kidding when I say it was 100 years ago. (Laughter.) Corkboard! Anyway. It’s made of cork. [04:22]I’ve seen them before. (Laughter.

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 Jenny Karubian, CEO at Ready to Launch Research. This Episode’s Sponsor: GreenBook Contact Jenny Online: LinkedIn Ready to Launch Research [00:02] My guest today is Jenny Karubian. She’s based out of Los Angeles, California, which is like my backyard being in Fresno, of course. Ethnography research and strategy. Pretty good, right? IIeX Live Amsterdam, pretty good location. (Laughs.) She’s nodding. Tell me a little bit about your business. [00:32] An agency called Ready to Launch Research. We’re based in Los Angeles. We have a team of six of us. We primarily do all things qual, focus groups, interviews, ethnography, that’s something we really are passionate about at our agency, and a lot of hybrid studies. Most studies have some form of an online component as well as an in-person component, we’re doing a lot of that. [00:57] Tell me about a favorite project. [01:01] A favorite project! [01:03] Yes, a favorite, a stand-out project for you. [01:07] I did some non-profit research last year for an organization that wanted to talk to mothers about infant health. It was parents who had infants that had pretty severe illnesses. We traveled all over the country, we did this in six different cities and we met some really amazing moms all over the country dealing with a whole host of problems, things that ranged from partial infant deafness to conjoined twins. It varied a lot. And just learning about how parents really put their kids first in so many ways that it’s so nuanced and instinctual as well in how they work through these infant health issues so early on. [02:00] Was this done in a focus group facility or in-home interviews? [02:04] These were all in-home interviews, especially because parents of children of illnesses have a lot of difficulties traveling so we had to bring it to them. We tended to be in more remote areas, we did this in Idaho, Utah, and some pretty rural parts of Texas. Then we did some stuff in New York City which is a very different experience for people who are in a city versus people who are out in more rural American. It was very interesting to do in-homes in rural America because that’s not similar to what we typically do which tends to be more around the city. That’s where market research tends to happen most of the time. [02:43] Was there an “aha moment” in the findings that happened? I’m thinking about the context of the insights. Focus group facilities are fairly sterile. Going into that home is much more intimate. [02:56] One of the big “aha moments” was how closely linked people’s financial well-being was linked to their child’s well-being. Even though everybody was putting the same amount of effort regardless of where they were, we could really see a lot of differences between people who were living clearly below the poverty line in middle America, versus people who are a bit more well off and living in Manhattan. Looking at how someone lives in their home is the quickest way to understand where they are in the social landscape of things, that was really clear to us by going into their homes. [03:40] It’s super interesting. It’s almost like that’s a sole other variable. I did a study with Into It 100 years ago (laughs), where we had people take pictures of their desks that they worked at, then they would send us all of the pictures of their desks. It was really fun because it was a lot less about the desk and a lot more about all the stuff that was around it as it turns out. [04:08] Like what? [04:09] In that case, it was, they had a whiteboard or a corkboard. This helped. I’m not kidding when I say it was 100 years ago. (Laughter.) Corkboard! Anyway. It’s made of cork. [04:22] I’ve seen them before. (Laughter.

IIeX Europe 2019 Conference Series – Jenny Karubian – Ready to Launch Research