Describe: The interview is a discussion between Jordan Horvat and Mel Amera (the recipient of the Australian Young Researcher of the Year Award) about Mel's role and experiences in marketing research at Great Southern Bank. Mel provided insights into the nomination process for the award, where her organization leader took the initiative to nominate her, despite her initial doubts due to her limited career experience. It was interesting to learn that Mel had to write a personal bio and present herself to a panel of judges via Zoom to showcase her qualifications for the award.

During the interview I noticed Jordan acknowledging the significance of recognition in the workplace and asking Mel about her journey into marketing research. Mel shared that her discovery of marketing research came during her participation in a generalist graduate program at Great Southern Bank. Through the program, she had the opportunity to rotate through different areas of the business and came across the research and insight team. I found it fascinating to hear how Mel's interest in the work grew during her three-month rotation, leading her to extend her involvement and eventually secure a full-time position within the research and insight team. Jordan then inquiries about Mel's university studies. Mel explains that she pursued a double degree in a generalist business, majoring in management, and psychology. Her psychology degree covered subjects such as behavioural science, organizational psychology, and developmental psychology.

From what I saw in the interview, Mel describes her role at Great Southern Bank as a client-side researcher. She explained that her responsibilities include managing ongoing research programs like voice-of-customer surveys, brand tracking, and brand health metrics. Additionally, she works on ad hoc research projects to address important strategic questions within the organization, such as understanding customer preferences and variations among different demographic groups. What caught my attention was Mel's mention of being a generalist researcher and being involved in both quantitative and qualitative research. She collaborates closely with customer experience teams, brand teams, and marketing teams to ensure effective communication and project management. It was interesting to see how she plays a crucial role in conveying research findings and insights to different stakeholders within the organization.

Jordan then asks Mel about her perceptions of the research industry before starting her career and how they have changed. It was interesting to hear Mel reflect on not having a clear understanding of the industry initially, but always finding concepts related to research and insights fascinating. She mentioned that she didn't realize at the time that it would be the field she would eventually end up in regarding applying university learning to her job, Mel mentions the advantages of her business degree, which provided a wide range of knowledge across different subjects. She explained how the degree provided her with a diverse range of knowledge across different subjects, which in turn allows her to engage in meaningful conversations with various stakeholders within the organization. Additionally, Mel shared that her psychology degree equipped her with practical research skills, particularly in statistics and data analysis.

Finally, Mel shares an example of how she applies insights from her job to decision-making at Great Southern Bank. It was interesting to hear her talk about using customer feedback obtained through surveys to inform digital banking strategies. She explained that by asking targeted questions about desired features and carefully analysing the responses, she helps identify the most sought-after features for the bank's mobile and online banking channels.

Interpret:

I found various interpretations from Mel's experience. Firstly, Mel's nomination for the Australian Young Researcher of the Year Award by her organisation leader shows a supportive and encouraging leader who recognized Mel's potential and achievements early in their career. Which has exhibited the importance of teamwork and leadership within an organization, where leaders play a crucial role in identifying and promoting talented individuals (Khan et al., 2020). Mel's mention working with a great team and having a supportive leader who took the initiative to nominate them for the award emphasizes the significance of collaboration and leadership in fostering a positive work environment and acknowledging exceptional performance. This further reinforces the notion that recognition and promotion of talent within a team are crucial for career development.

The timing and self-doubt that Mel initially experienced before applying for the award show me the impact of timing and personal confidence on career decisions. Mel's hesitation stemmed from the belief that they may not have achieved enough in their relatively short career. However, the nomination from their leader acted as a confidence boost and encouraged Mel to participate. This suggests that external recognition can have a profound effect on an individual's confidence and decision-making process (Khan et al., 2020).

Furthermore, Mel's unexpected entry into marketing research during a generalist graduate program at Great Southern Bank reveals the common occurrence of individuals discovering their career paths unexpectedly. Mel's three-month rotation in the research and insights team allowed them to explore and develop a passion for the field. This emphasizes how being open to exploration and exposure to various fields can keep you on the path towards success. Mel's academic background, with a double degree in business (majoring in management) providing valuable insights into their skill set as a research and insight specialist and psychology, focusing on behavioural science, organizational psychology, and developmental psychology, equipped Mel with valuable skills applicable to their role in conducting research and analysis.

Mel's role as a client-side researcher involves engaging in various research activities, including quantitative and qualitative research, customer experience analysis, brand tracking, and strategic projects. This demonstrates the versatility and breadth of responsibilities within the field of marketing research. As a generalist, Mel collaborates with stakeholders from different departments, showcasing the importance of adaptability and teamwork in successfully carrying out research projects.

Lastly, Mel's discussion on the practical application of research insights, particularly in incorporating customer feedback on mobile banking apps, exemplifies how research findings can inform decision-making and drive improvements within an organization. By aligning feature implementation with customer preferences, Great Southern Bank witnessed increased customer usage and satisfaction. This demonstrates the instrumental role of research in driving positive outcomes and customer-centric strategies.

Evaluate:

This interview has shown me insights into Mel Amera's experiences and achievements as the recipient of the Australian Young Researcher of the Year Award. It showcased me how Mel was nominated by her leader within the organization, emphasizing the importance of recognition and support from colleagues and leaders. The interview has changed my perspective on how important it is to receive social support and encouragement, as it may benefit my personal and professional development. Seeing how Mel was nominated by her leader within the organization reinforces the idea that the recognition and support from my peers and superiors can be instrumental in my success and my confidence.

Evaluating Mel's journey of discovering marketing research after joining Great Southern Bank as a generalist graduate is a unique experience. Her experiences reminds me of the numerous individuals who stumble upon their true passion and career path through unexpected opportunities. Mels journey displays serendipity which plays a role in shaping individuals' career paths, reinforcing the notion that unexpected opportunities can lead to fulfilling and successful careers (Krumboltz, 2013). This has revealed to me importance of maintaining an open mind and being adaptable in a professional environment as it may lead to success just like in Mels case.

The interview sheds light on the diverse facets of research in which Mel is involved at Great Southern Bank. As a client-side researcher, she handles ongoing research programs, collaborates with customer experience and marketing teams, and conducts ad hoc research projects to address strategic business questions. Mel having multifaceted role has changed my opinion on generalist degrees and it shows that being a generalist is just as important then having one specific major. This indicates to me that having the ability to work across different areas and possess a wide range of research skills is beneficial in effectively contributing to a businesss decision-making processes (Baruch, Bell, & Gray, 2005).

Another noteworthy aspect of the interview I noticed is the emphasis on the collaborative nature of research and the importance of effective communication. I now understand how these aspects contribute significantly to gaining research insights. Mel highlights her close collaboration with different stakeholders within Great Southern Bank, such as the customer experience and marketing teams. Being able to see this collaborative approach encapsulates the importance of open communication in driving decision making across different departments within the organization. At times, I encounter difficulties in effectively engaging in open communication with my peers, I find this perspective valuable and plan to prioritize collaboration and open communication to enhance decision making based on research.

Lastly, when watching the interview, I was impressed on how Mel applies research insights and data gathering to aid drive her companys digital banking strategies. By utilizing data, she gathered through the voice of customer program, the bank can identify customer preferences for specific features in their mobile and online banking platforms. I can relate to similarly since I had the opportunity to create a questionnaire as part of a marketing assignment. Designing the questionnaire was a unique learning experience, simulating data gathering and research insights. I had to meticulously consider the questions to ensure they were clear, relevant, and able to gather the insights I needed. My goal was to understand and gain insights on consumer behaviour and preferences in relation to an online shopping experience.

Plan: The information within the interview was beneficial to me as it educates the importance of interdisciplinary knowledge and skills in the field of marketing research and is relevant to myself as I plan to pursue a career in marketing. Mels marketing profession has made me eager to learn more about consumer behaviour, conducting data-driven analysis, and providing valuable insights to assist in marketing research. The interview has shown me how incorporating these skills into my own practices can directly contribute to achieving personal and organisational success. Mels journey serves as a source of inspiration for me as it shows that hard work, dedication, and seizing opportunities can lead to recognition, achievement, and success in the field. This insight increases my motivation as I plan to try harder in my studies, acquire relevant skills, and actively seek out opportunities for growth and development.

Mel's background in generalist business and psychology exhibits how a combination of different disciplines can contribute to a successful career in her field or any other field. Similarly, to me studying both marketing and information systems this insight inspires me to explore and be more open to more interdisciplinary approaches in my studies and to use them to my personal gain, also recognizing the value of diverse skill sets when pursuing a career in marketing and/or information systems. Mel being a generalist has also inspired me to pursue more fields of study other than marketing and information systems as it would aid in my adaptability and improve communication with peers in other fields.

Lastly, Mel's experience highlights the application of research skills in real-world scenarios, such as using customer feedback to inform decision-making for digital banking strategies. Understanding and utilizing the practical implementation of research findings in driving positive outcomes can improve my own approach to research projects in university and in my future marketing professions that involve these skills. By understanding the insights gathered from Mel interview, I can align my academic and professional endeavours to ensure that I am well-prepared to make a positive impact in my studies and future careers.

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