{"id":51930,"date":"2017-12-04T02:00:04","date_gmt":"2017-12-04T10:00:04","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=51930"},"modified":"2017-12-04T02:00:04","modified_gmt":"2017-12-04T10:00:04","slug":"women-research-entrevista-con-kristin-luck","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/es\/women-research-entrevista-con-kristin-luck\/","title":{"rendered":"Women in Research, entrevista con Kristin Luck"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">La \u00faltima edici\u00f3n de <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/ideas-amai-2017\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ideas AMAI 2017,<\/span><\/a><span style=\"font-weight: 400;\"> estuvo llena de grandes ponencias y aprendizaje, pero sin duda destac\u00f3 el lanzamiento del Proyecto Women In Research M\u00e9xico. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por ello nos dimos a la tarea de entrevistar a Kristin Luck, entusiasta impulsora de este gran proyecto que busca apoyar a las mujeres en la industria de la investigaci\u00f3n de mercados con las herramientas para desarrollarse profesionalmente, crear conexiones y darles voz. Kristin se dedica a trabajar activamente para el avance de las mujeres en esta industria.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Kristin, \u00bfcu\u00e1l fue tu principal motor para fundar <\/span><a href=\"https:\/\/twitter.com\/womeninresearch\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Women in Research<\/span><\/a><span style=\"font-weight: 400;\"> (WIRE)?<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Originalmente lanc\u00e9 Women in Research (WIRe) como un medio para que las mujeres interactuaran y colaboraran de manera informal. Me percate de que en los primeros a\u00f1os de mi carrera, trabaj\u00e9 casi exclusivamente con mujeres. A medida que ascend\u00ed a puestos directivos, me di cuenta de que trabajaba exclusivamente con hombres.<\/span><\/i><\/p>\n<p>Ese es un verdadero problema ya que significa que hay una carencia de voces, ideas y contribuciones de mujeres en la alta direcci\u00f3n, lo que finalmente tendr\u00e1 un impacto en el futuro de nuestra industria. Hay 3.400 millones de mujeres en el mundo y seg\u00fan Geohive, ahora las mujeres superan en n\u00famero a los hombres en la mayor parte del mundo desarrollado.<\/p>\n<p><i><span style=\"font-weight: 400;\">Las mujeres m\u00e1s que nunca desempe\u00f1an un papel importante en nuestra creciente econom\u00eda mundial, hoy en d\u00eda las mujeres hacen el 85% de las compras. Sin embargo, incre\u00edblemente, solo el 3% de los directivos creativos de las agencias de publicidad son mujeres. El futuro de las marcas exitosas ( y de hecho, de la investigaci\u00f3n exitosa) est\u00e1 formado por mujeres. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Las mujeres son motores clave del \u00e9xito econ\u00f3mico; tanto en la direcci\u00f3n (las empresas lideradas por mujeres tienen un 15% m\u00e1s de probabilidades de ser rentables) como en el hogar, sin embargo, siguen siendo un elemento adicional tanto para los profesionales de marketing como para los investigadores. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Aunque las mujeres proporcionan el m\u00fasculo detr\u00e1s de m\u00e1s de la mitad de todas las investigaciones que se realizan hoy en d\u00eda, menos del 10% de las 25 firmas de investigaci\u00f3n m\u00e1s importantes de Honomichl tienen a una mujer al mando.<\/span><\/i><\/p>\n<p>Creo que las mujeres poseen la misma ambici\u00f3n que los hombres para cambiar el mundo y construir negocios exitosos, y veo cada vez m\u00e1s a mis colegas femeninas esforz\u00e1ndose para hacer justamente eso, pero todav\u00eda tenemos trabajo por hacer.<\/p>\n<p><i><span style=\"font-weight: 400;\">Cualquier investigador puede darse cuenta con estas estad\u00edsticas, que las marcas, agencias, y proveedores de investigaci\u00f3n est\u00e1n perdiendo cuando las mujeres no tienen un lugar en la mesa. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\"> Desde su creaci\u00f3n en 2007, WIRe ha evolucionado a una red de 6,000 mujeres alrededor del mundo, enfocada al desarrollo profesional, la educaci\u00f3n y tutor\u00edas individuales. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Realmente se trata de crear m\u00e1s oportunidades para que las mujeres ocupen puestos directivos y tengan la misma voz en la investigaci\u00f3n de mercado, la cual es primordial para el \u00e9xito de marca y el futuro de nuestra industria. <\/span><\/i><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Quiz\u00e1 te interese leer: <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/las-mujeres-en-la-tecnologia\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mujeres en la tecnolog\u00eda. Casos de \u00e9xito<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">\u00bfCu\u00e1les son tus expectativas para el pr\u00f3ximo a\u00f1o con respecto al crecimiento de la red WIRE aqu\u00ed en \u00a0LATAM y qu\u00e9 tipo de estrategias digitales planeas emplear para seguir creciendo?<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Hasta la fecha Women in Research no ha tenido presencia en LATAM, por lo que espero que nuestro lanzamiento en la Ciudad de M\u00e9xico sea el primero de muchos eventos en toda la regi\u00f3n. Ya tenemos mujeres que han dado un paso adelante y est\u00e1n interesadas en organizar eventos en Argentina y Brasil, y nos hemos asociado con un proveedor mundial de traducci\u00f3n para garantizar que nuestro contenido pueda transmitirse en el idioma correspondiente dentro de cada mercado. \u00a0<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Creemos que la clave para la participaci\u00f3n de la comunidad con nuestra programaci\u00f3n es la accesibilidad. Nuestra programaci\u00f3n en l\u00ednea y nuestros eventos presenciales tanto en el mercado como en las principales conferencias de la industria son clave para mantener a las mujeres conectadas globalmente.<\/span><\/i><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Es realmente incre\u00edble ver c\u00f3mo la figura femenina poco a poco ha obtenido m\u00e1s poder y ha sido tomada m\u00e1s en cuenta en los negocios, y esto es gracias a los esfuerzos como los de la red WIRE, \u00bfcu\u00e1l es tu panorama para WIRE a nivel mundial en los pr\u00f3ximos 5 a\u00f1os?<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">M\u00e1s que nada, estamos comprometidos a producir un cambio medible en torno a la diversidad de g\u00e9nero en la industria de la <\/span><\/i><a href=\"https:\/\/www.questionpro.com\/es\/investigacion-de-mercados.html\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">investigaci\u00f3n de mercados<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, por lo tanto, estamos realmente enfocados en programas que podamos medir. Por ejemplo, hace dos a\u00f1os \u00a0WIRe se asoci\u00f3 con Next Gen Market Research (NGMR) para fomentar m\u00e1s propuestas conducidas por mujeres para sus premios anuales de Innovaci\u00f3n Disruptiva. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">En 2014, no hubo nominaciones o propuestas conducidas por mujeres. Y como resultado, no hubo mujeres ganadoras. En 2015, WIRe alent\u00f3 activamente a las mujeres a que se presentaran para los premios. \u00a1Un increible 58% de las propuestas provino de mujeres (y dos de los tres premios fueron para mujeres)! Eso es de cero a un 58% en solo un a\u00f1o. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Ya sea para tener a m\u00e1s mujeres oradoras en el escenario o realizando investigaciones sobre el estado de las mujeres en nuestra industria, WIRe est\u00e1 comprometida a llamar la atenci\u00f3n sobre los desaf\u00edos de diversidad en nuestra industria. La conciencia crea oportunidades para el cambio. <\/span><\/i><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">En Ideas AMAI hablaste sobre el uso de la tecnolog\u00eda en la Investigaci\u00f3n de Mercado, \u00bfc\u00f3mo percibes el uso de tecnolog\u00eda en LATAM en comparaci\u00f3n con el resto del mundo? \u00bfCrees que tenemos un largo camino por recorrer? <\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Me reservo mi respuesta diciendo que de ninguna manera soy experta en la adopci\u00f3n de tecnolog\u00eda de LATAM. Desde mi punto de vista, \u00a0LATAM est\u00e1 por delante de muchos otros pa\u00edses desarrollados tecnol\u00f3gicamente cuando se trata de servicios habilitados para la tecnolog\u00eda como los pagos m\u00f3viles. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">La adopci\u00f3n de billeteras m\u00f3viles est\u00e1 en aumento a nivel mundial y los consumidores en Estados Unidos y Europa est\u00e1n alcanzando a aquellos en econom\u00edas de r\u00e1pido crecimiento en Asia y Am\u00e9rica Latina donde las billeteras m\u00f3viles (mobile wallets) ya se han convertido en la principal plataforma de pago. \u00a0\u00a1As\u00ed que no menosprecies el ritmo de adopci\u00f3n de tecnolog\u00eda de LATAM!<\/span><\/i><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Te invito a leer tambi\u00e9n: <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/tecnologia-para-investigacion-de-mercados\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Tecnolog\u00eda para investigaci\u00f3n de mercados: un reto para latinoam\u00e9rica<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">\u00bfC\u00f3mo describes la importancia del papel de la industria de investigaci\u00f3n de mercados hoy en d\u00eda y c\u00f3mo podemos contribuir (como agentes de esta industria) para ayudar a las empresas y empresarios a tomar mejores decisiones?<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Usar insights para equilibrar el crecimiento y rendimiento de la empresa es tan importante como siempre lo ha sido. Desafortunadamente, la investigaci\u00f3n de mercado se ha ganado una mala reputaci\u00f3n en los \u00faltimos a\u00f1os por utilizar m\u00e9todos de investigaci\u00f3n obsoletos y\/o lentos.<\/span><\/i><\/p>\n<p>Eso, junto con la proliferaci\u00f3n de nuevas fuentes de datos que son mas faciles y economicas de obtener y que muchas veces predicen mejor el comportamiento real del consumidor que los datos obtenidos a trav\u00e9s de t\u00e9cnicas primarias de recopilaci\u00f3n de datos, crean m\u00e1s desaf\u00edos para nosotros como industria.<\/p>\n<p>Adoptar m\u00e9todos de investigaci\u00f3n nuevos y m\u00e1s \u00e1giles e incorporar flujos pasivos de datos para aumentar la investigaci\u00f3n de mercado tradicional le presenta a nuestra industria la oportunidad de hacer que las ideas sean m\u00e1s accesibles y procesables.<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Te comparto <\/span><span style=\"font-weight: 400;\">5 consejos para impulsar la <a href=\"https:\/\/www.questionpro.com\/blog\/es\/5-formas-de-impulsar-la-generacion-de-insights\/\" target=\"_blank\" rel=\"noopener\">generaci\u00f3n de insights<\/a><\/span><span style=\"font-weight: 400;\">.<\/span><\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-51934 size-full\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2017\/11\/0453-kristinluck_quote-1.jpg\" alt=\"Women In Research M\u00e9xico Kristin Luck\" width=\"1200\" height=\"630\" \/><\/p>\n<blockquote><p>Te compartimos tambi\u00e9n una <a href=\"https:\/\/www.questionpro.com\/blog\/es\/economia-del-comportamiento-entrevista-florian-bauer\/\" target=\"_blank\" rel=\"noopener\">entrevistas con Florian Bauer<\/a> sobre econom\u00eda del comportamiento.<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>Para los seguidores de Kristin Luck, les compartimos esta entrevista en idioma ingl\u00e9s:<\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">How did you get the idea or most of all how did you get the\u00a0<\/span><span style=\"font-weight: 400;\">inspiration and what\u2019 was your driven force to found Women in Research (WIRE)?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I originally launched Women in Research (WIRe)in 2007 as a way for women in the\u00a0<\/span><span style=\"font-weight: 400;\">industry to informally connect and collaborate. I noticed that in the early years of\u00a0<\/span><span style=\"font-weight: 400;\">my career, I worked almost exclusively with women. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As I progressed into more senior management positions, I realized that I worked almost exclusively with men. That is a real issue since it means there are a lack of women\u2019s voices, ideas and contributions in senior management which will ultimately impact the future of our\u00a0<\/span><span style=\"font-weight: 400;\">industry. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are 3.4 billion females in the world and women now outnumber men in most of the developed world according to Geohive. Women play a more important role than ever in our growing global economy, with 85% of all brand purchases today made by women. Yet, incredibly, only 3% of advertising agency creative directors are women. The future of successful brands (and indeed, of successful research) is female informed. Women are key drivers of economic success; both in the board room (female led companies are 15% more likely to be profitable) and in the home but routinely remain an afterthought to both marketers\u00a0<\/span><span style=\"font-weight: 400;\">and researchers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although women provide the muscle behind more than half of all research conducted today, less than 10% of the Honomichl 25 largest research firms have a woman at the helm. I believe that women burn with the same ambition that men do to change the world and build successful businesses and I see more and more of my female counterparts striking out to do just that \u2013 but we still have work to do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any researcher can see, from these statistics alone, that brands, agencies and research suppliers are missing out when women don\u2019t have a seat at the table. Since its inception in 2007, WIRe\u2019s evolved to a network of over 6,000 women around the globe, focused on career development, education and one to one mentoring \u2013 it\u2019s really about creating more opportunities for women to step into senior management roles and have an equal voice in marketing research, which is paramount to brand success, and the future of our industry.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Along with that, what are your expectations for the next year as talking about the growth of the WIRE network here in LATAM and what kind of digital strategies do you plan on follow in order to keep growing?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Women in Research has not had a presence in LATAM to date so my hope is that our launch in Mexico City will be the first of many events throughout the region. We already have women who have stepped up and are interested in hosting events in Argentina and Brazil and we\u2019ve partnered with a global translation provider to ensure our content can be delivered in language within each market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We feel the key to community engagement with our programming is accessibility. Our online programming and in person events both in market and at leading industry conferences are key to keeping women connected globally.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">It\u2019s really cool to see right now how the female figure in business has been getting more power and sight little by little, and this is thanks to the efforts such as the ones from WIRE network, what do you portrait for WIRE around the world on the next 5 years?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">More than anything we\u2019re committed to producing measureable change around gender diversity in the market research industry- so we\u2019re really focused on programs we can measure. For instance, two years ago WIRe partnered with NGMR to encourage more female driven submissions for their annual Disruptive Innovation awards. In 2014, there were no female driven submissions or nominations. And as a result, there were no female winners. In 2015, WIRe actively encouraged women to submit for the awards. A whopping 58% of the submissions came from women (and two of the three awards went to women)! That\u2019s zero to 58% in just one year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s getting more female speakers on stage or conducting research on the state of women in our industry, WIRe is committed to calling attention to the diversity challenges in our industry. Awareness creates opportunities for change.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">At Ideas AMAI you talked about the use of technology in Market Research, how do you see LATAM\u2019s use of technology compare with the rest of the world? Do you think we have\u00a0<\/span>a long way to go through?<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I caveat my response by saying that I am by no means a LATAM technology adoption expert. From my perspective, LATAM is ahead of many more technologically developed countries when it comes to tech enabled services like mobile payments. Mobile wallet adoption is on the rise globally and consumers in the U.S. and Europe are catching up with those in fast-growing economies in Asia and Latin America where mobile wallets have already become the dominant payment platform. So don\u2019t discount LATAM\u2019s pace of technology adoption!<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">How do you describe the importance of the role of the Market Research Industry\u00a0<\/span>nowadays and how can we contribute (as agents of this industry) to help companies and entrepreneurs to make better decisions?<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Using insights to tune company growth and performance is as important as it has always been. Unfortunately, market research has gotten a bad reputation in recent years for utilizing outdated and\/or time-consuming research methods. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That, along with the proliferation of new data sources that are easier and less expensive to obtain and are often times more predictive of actual consumer behavior than data obtained through primary data collection techniques, creates new challenges for us as an industry. Embracing new, more agile, research methods and incorporating passive data streams to augment traditional market research presents our industry with the opportunity to make insights more accessible and actionable.<\/span><\/p>\n<p>Te invitamos a conocer lo acontecido en el evento <a href=\"https:\/\/www.questionpro.com\/blog\/es\/women-in-research\/\" target=\"_blank\" rel=\"noopener\">Women In Research CDMX, 2019<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La \u00faltima edici\u00f3n de Ideas AMAI 2017, estuvo llena de grandes ponencias y aprendizaje, pero sin duda destac\u00f3 el lanzamiento [&hellip;]<\/p>\n","protected":false},"author":105,"featured_media":51931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[173],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Women in Research, entrevista con Kristin Luck<\/title>\n<meta name=\"description\" content=\"Conoce el proyecto Women in Research en esta entrevista con Kristin Luck y del impulso que se les da a las profesionales de la industria de la investigaci\u00f3n\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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