Natalia Infante Caylor, Cross-Cultural Insights Skilled, 2023 Future Listing Highlight

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Editor’s Be aware: The next interview contains a GreenBook Future Listing honoree, Natalia Infante Caylor. The GreenBook Future Listing acknowledges management, skilled development, private integrity, ardour, and excellence within the subsequent technology of client insights and advertising and marketing professionals inside the first 10 years of their careers.


Introducing Natalia Infante Caylor of Hola Insights

Natalia is QRCA Board of Director member, usually volunteering at completely different market analysis occasions comparable to WIRe, QRCA, ESOMAR, and Insights Affiliation. She’s former co-editor of the QRCA VIEWS journal, and present liaison to the QRCA Board. An invited worldwide choose for the International 30 Underneath 30 Subsequent Technology Perception Leaders Award by Opinium in London, and an invited choose for the Quirks Advertising Analysis and Perception Excellence Award 2022.

She’s devoted to the business and concerned in numerous capacities comparable to QRCA 2022 and 2023 co-Chair session host, International Qualitative Analysis Award volunteer, and Ambassador to First Timers at QRCA conferences. She’s earned the Thought Chief standing by QRCA, and written blogs and articles about conducting analysis with Hispanic shoppers, her experience as a researcher. As a former college researcher, Natalia has helped a number of professionals transition out of academia into the insights area, in addition to mentored younger Hispanic professionals to develop their potential and contribute to the sphere. Natalia provides again to her neighborhood by volunteering at native shelters for home violence, sexual assault and human trafficking in her neighborhood.

Natalie lately revealed her first article with GreenBook, The Reality is You’re Not the Solely One Asking these Questions on Hispanics.


Exterior of insights, what are your passions and pursuits?

I’ve a few passions and pursuits. I really like every little thing associated to crops and nature in addition to touring, whether or not is native tourism or worldwide touring. Studying about native cultures and attending to know individuals are all the time a part of my touring. I’ll be really touring to Paraguay (South America) quickly and I’m wanting ahead to having fun with the meals, time with my household, taking heaps and plenty of photos, and simply taking a look at issues in another way from a marker researcher’s perspective.

I’m additionally an advocate for points associated to home violence, it’s one thing close to and pricey to my coronary heart for private causes. I’ve been an energetic volunteer, then a Board of Director member of a few home violence shelters in my neighborhood. I’m an avid learner and luxuriate in spending my free time studying or listening to self-help books associated to mindset, entrepreneurship, and so on. I don’t watch a variety of TV however once I do, it’s normally comedies, particularly when it’s chilly exterior.

Who’s your profession function mannequin or supply of inspiration?

I’ve a number of profession function fashions, but when I’ve to decide on one I might say Susan Fader, for sure. She was my assigned mentor the primary time I attended the QRCA convention and I didn’t know anybody. We have now stored in fixed contact since then, and I’m all the time impressed by her contributions to the MRX area (writing articles, presenting at prime conferences, Board Member, ambassador, networking, mentoring, and so on.). I do know I can go to her for essential questions, or doubts I’ve professionally, and that conjures up me to get (extra) concerned within the area and to pay it ahead.

I’ve additionally met a number of different distinctive profession function fashions by way of QRCA and WIRe. Layla Shea was additionally my mentor by way of a WIRe program. She’s a superb function mannequin and entrepreneur of her rising market analysis agency.

From these mentors and different professionals who got here into my life, I’ve discovered easy methods to be a greater MRX skilled, higher individual, and greater than something, the enterprise aspect of being an impartial insights skilled.

When do you know you needed to enter a profession in insights, and what impressed you?

I knew I needed to enter a profession in insights after incomes my PhD in early 2018. By that point, I had executed intensive qualitative (and a few quant too) educational analysis with multicultural teams throughout the U.S. in English and in Spanish (part-time) from moderating teams, coaching moderators, designing guides, recruiting, analyzing, presenting to even publishing in peer reviewed magazines. I’ve labored in huge qual multicultural analysis initiatives as a guide (part-time).

My aim upon commencement was to ultimately develop into a tenure monitor professor. I used to be restricted to a sure geographical space, and began making use of to completely different jobs in academia with the expertise I had. It was positively a time of transitions for me. I utilized and interviewed for a number of jobs, however shortly after, I noticed I didn’t need to work in academia anymore. However, I nonetheless needed one thing the place I might use my analysis abilities, use my language abilities (Spanish/English), the multicultural part, and I’ve all the time had this entrepreneurship spirit additionally.

I knew I cherished qual analysis, so I began conducting informational interviews with completely different professionals I linked with on LinkedIn. They had been from everywhere in the U.S., I’ve by no means met them earlier than, however had been professionals who had been working in fields I used to be contemplating transitioning into. I solely requested for 10-Quarter-hour of their time, and I used to be very strategic in regards to the sorts of questions I requested them.

By the top of the 22-24 interviews I had a transparent concept of what I needed to do… be a full time MRX skilled. After all, it took extra steps and analysis after the informational interviews. However shortly after I based Infante Consulting, which I later rebranded into Hola Insights, the place we open the door to the Hispanic marketplace for manufacturers. Three months after formally opening my enterprise, I attended my first business occasion, which was the QRCA annual convention.

What do you assume the important thing traits or qualities of a frontrunner are? How does this play into MRX?

I feel primary traits of a frontrunner are, first and most significantly, integrity; having the knowledge to do the fitting factor particularly when nobody is watching. Subsequent on my checklist is the imaginative and prescient to guide and keep centered. Communication can also be essential, not solely to convey concepts but additionally the flexibility to hear which shouldn’t be a stunning ability particularly in market analysis, the place we’re in a relentless listening mode to what shoppers/members/customers and types need and want. With a lot competitors amongst manufacturers, I feel the flexibility to hear and to implement adjustments are essential. One other essential attribute of a frontrunner is to be taught to delegate and never micro-manage.

What challenges do you see dealing with newer MRX professionals as know-how advances?

Aside from the fixed adjustments, studying, rising and adapting will nonetheless be essential. With technological advances additionally come potential points associated to privateness of the patron and different moral dilemmas. Know-how may also help us in so some ways be extra environment friendly. Nevertheless, on the finish of the day, the human interplay continues to be essential. Maintaining with know-how will nonetheless be essential. Understanding when to depend on it with out forgetting in regards to the client. Counting on technological advances is nice so long as we hold a client centric framework. And, listening with empathy notably after all the world is re-learning easy methods to alter to the post-pandemic in some methods.

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