Finding Delight in Discovery

Ahnalise Draper
Insights and Strategy Account Planner MeringCarson
 

Tell us a bit about yourself, what do you do?

I’ve been working on the agency side for almost seven years now, which has provided me the opportunity to keep a sense of creativity and exploration in my everyday work. For our larger clients, I love the challenge of long-term innovation, while project work keeps me nimble and scrappy. I am also known as the “go to” for consumer trend tracking at the agency and am convinced that before long I will be coining my own. From a personal standpoint, I am a native Californian; I grew up near the ocean and now live close to the mountains, and have come to love both.

 

What did you do before your current role and what led you to where you are now?

Before I even set foot in the agency world, I took a yearlong course for my MBA program where we traveled to three different countries to conduct primary research. The combination of investigation from an academic standpoint and traveling abroad, gave me a strong foundation in firsthand exploration. When I first started in the agency business, I worked in account management. Here I learned the ins and outs of our client’s business acting as the central liaison for our teams. Eventually, I had the opportunity to work on brand development for a new client where I was exposed to my first focus group—I was hooked. From then on, I did everything I could to hone my strategic skills. Before long I found myself in the Research & Insights department and haven’t looked back.

 

How would you define the role of a strategist in your agency?

At MeringCarson our Research & Insights department is comprised of analysts, researchers and planners, however, each one of us is considered a strategist and together we bring a holistic approach to our client’s business. As strategists, we work hand in hand with our account team to shepherd the brand—from tracking and brand health to reaching the right audience with the right message in the right place. Ultimately, however, I think it’s important to call out that we do not view the discipline of strategy as isolated within our department. Every department is charged with bringing strategic thinking forward and we have found that our best work is when we collaborate across departments to bring an idea to life.


How have you seen the role of a strategist been evolving since you first began?

I think it will come as no surprise that with digital technology, strategists have a much more real-time data at their disposal. We need to be able to straddle roles as both data analysts and insightful planners, trend trackers, researchers and consumer experts, as well as work across disciplines to identify insights and solutions. As the role continues to evolve, I believe a good strategist will continue to utilize the breadth of data points readily available, but also humanize the story. It will be even more imperative to connect with consumers to uncover the deeper, richer answers and the “whys” around complex questions and emotions.


In your opinion, what are the greatest barriers an aspiring planner/strategist encounters when trying to start their career?

I think the biggest challenge for someone who wants to become a strategist is that the crux of what you do is not a learned skill set, but rather a mindset or a way of thinking. In a time of instant gratification and answers (thanks to technology!) young strategists need to trust their intuition and go beyond the surface level. Another hurdle I see is going from simply aggregating data, to crafting a compelling story. Often times for younger strategists, looking at how the numbers and trends relate and reveal insights, can be a steep learning curve. It is a role that requires industry and category experience, so for someone starting out mentoring and collaboration are critical to building your confidence.


In your time, what have you noticed are the key skills and traits that separate great strategists from the mediocre?

To put it simply—they delight in discovery. They keep a constant sense of curiosity and are always finding new sources for inspiration and education. They read a lot, immerse themselves in the client’s business and industry, they track and understand cultural trends or shifts, study consumer behavior and continue to explore every angle.


How do you avoid getting stuck in a cultural bubble and stay informed on the needs and desires of everyday consumers?

Strategists almost have to view themselves as cultural anthropologists. Some of my best learning is from when I travel and experience new environments and cultures. On a daily basis, I try to find applicable connections between the macro-level trends in real life. Whether it is simply observing people, watching consumers interact with a specific product or an experience, asking what was behind an action or listening to how they felt—with so much data at our fingertips we can’t forget to ground it in real people.