New Member Interview: Karin Pavlovic
Mike Courtney, Mike@aperioinsights.com
Background: Please tell us a little bit about yourself.
What drew you to qualitative research? Did you stumble into the field or was it your childhood dream to moderate?
I grew up in a household where a typical dinner table conversation was around why people wear white at weddings, so qualitative research was a natural fit for me I just didn’t know it yet. I am always looking to learn new things and started out in college interested in Animal Science with an emphasis in Ethology, then became interested in Dance (until I discovered that in order to be a dance critic I would actually have to be able to dance).
Then I debated a self-designed major in Comparative Mythology — you can spot a trend toward the analytical here. Finally I discovered Textile Science and Social Psychology of Clothing and its applications in fashion forecasting and related research methodologies. I was sold, and went on to an MS in Consumer Marketing from the University of Illinois at Urbana-Champaign.
Company and Work related:
Please tell us about your company, what brought you to this company and your role within the organization?
I had been doing some freelance work and started Pavlovic Strategy Consulting LLC in 2011 to make it official. It’s a one-woman qualitative and quantitative market research shop with experience in the healthcare, pharmaceutical, education, consumer, non-profit, technology, and financial sectors, domestic and international. All projects are custom and no project is too small. I love the commute to my office downstairs!
Imagine the government has given you access to the NSA database of consumer information to help you recruit the perfect respondents for an upcoming study — how would you use that information?
Best population sampling ever!
What motivated you to join the QRCA and what do you hope to gain from your membership?
Many of my colleagues told me good things about QRCA, and I would like to find ways to contribute. I look forward to professional development and networking. Market research should never be conducted in a vacuum.
We are both in your favorite city with a day in-between groups. What do we do? Where do you stay? Eat? Etc.
Every place has something unique, and I get inspiration from wherever I am. Once in Chicago, I was conducting IDIs and met a person with cystic fibrosis and a double lung transplant. He pulled out a photograph of a young woman who was an athlete and told me she had been his organ donor, and that every year in her honor, he walked up the stairs of the Sears Tower.
Inspired, the next day I went to the Sears Tower and asked if I could walk the stairs to the top instead of taking the elevator. They told me they only let one person do that once a year and he had a double lung transplant. I took the elevator.
What books are you reading right now? (Real printed paper book or e-books?)
Washington's Spies: The Story of America's First Spy Ring by Alexander Rose on Kindle, which was adapted (very loosely) into the TV drama series Turn. The book is a great primer on 18th century cryptographic techniques.
The Final Question:
A client tells you they'll triple your project fee if you can beat them fair and square in a game. You get to choose the game. What game do you play and how likely are you to win?
Tetris! I can optimally sort and place little squares on a tiny screen with the best of them so I think I’d have good odds of winning.
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