Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This week we speak to Audience Precision global head of research Laura Newman.
Time in current role/time at the company:
One year in the New York office, and four and a half years at Audience Precision in total.
How would you describe what the company does?
Using research and segmentation to find, understand, and grow your audience; then, building media strategies to best connect with them.
What do you do day-to-day?
Lead research projects and audience segmentation for the team and our clients.
Define your job in one word:
I got into market research because:
I am passionate about consumer behaviour, and I love seeing projects come to life with market research insights.
What’s the biggest challenge you face in your role?
Market research is a fundamental component of marketing, but it can often be viewed as outdated.
Educating clients on why market research and consumer segmentation is important is a challenge I am faced with often, particularly now when there are many datasets available to access and new tools emerging every day.
Previous industry related companies you have worked at:
Roy Morgan Research.
Who has been a great mentor to you and why?
My parents for their support and guidance. And Haydon Bray (Audience Precision CEO) for believing in me and always pushing me out of my comfort zone.
Words of advice for someone wanting a job like yours?
Work hard and learn from those around you.
If I wasn't doing this for a living, I'd be:
A food or travel writer.
My mantra is:
“Be yourself, trust your instinct, and know that your voice and your opinion matter.”
My favourite advert is:
I don’t have a favourite, but I like the Pepsi Super Bowl ad featuring Cardi B for its light-heartedness!
Music and TV streaming habits. What do you subscribe to?
Spotify and Netflix. At the moment I enjoy streaming music videos on YouTube and watching live music recordings like NPR’s Tiny Desk Concerts.
Tell us one thing people at work don’t know about you?
I have a food blog.
In five years' time I'll be:
Continuing to lead research for Audience Precision’s team and clients.
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