GreenBook 2022 Future Record Highlight: Katherine Duong | GreenBook


Editor’s Word: The next interview contains a GreenBook Future Record honoree, Katherine Duong. The GreenBook Future List acknowledges management, skilled progress, private integrity, ardour, and excellence within the subsequent era of shopper insights and advertising and marketing professionals inside the first 10 years of their careers.

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Introducing Katherine Duong

Katherine is a purpose-driven design researcher who applies Human-Centered Design to advanced societal issues. Katherine’s present function as Senior Insights Supervisor at Target includes studying from communities whose tales usually go untold, for instance, traditionally underinvested Black neighborhoods. Previous to Goal, Katherine labored at Kaiser Permanente’s Innovation Consultancy, Metropolis of Austin’s Innovation Workplace, and Worrell. She’s led insights initiatives throughout an array of subjects. In Austin, TX, she labored on points like Recycling and Homelessness. In healthcare, her portfolio ranges from Transgender Affected person Experiences to Growing old in Place to Hip Substitute Applied sciences. Katherine studied Structure on the College of California, Berkeley, and now lives in Minneapolis along with her husband.

Since beginning your profession in market analysis, what would you contemplate to be your biggest accomplishment?

I’ve been fortunate sufficient to have labored throughout numerous industries – healthcare, authorities, retail. I’ve additionally labored on a wide range of subjects – ageing at residence, the transgender affected person expertise, enhance recycling behaviors, supporting traditionally underinvested communities. The constant theme is that I’m at all times trying to apply analysis for social good. Despite the fact that I’m pleased with all of the issues I’ve labored on, one of many subjects which means essentially the most to me is addressing homelessness in Austin, TX. I led a big qualitative analysis endeavor the place we heard from over 120 folks with present and previous lived experiences of homelessness. Their tales and experiences had been introduced again to metropolis leaders and neighborhood companions to humanize homelessness and helped folks transfer away from stereotypes and preconceived notions about why and the way folks change into homeless. This foundational work helped key leaders make choices pushed by empathy reasonably than concern, assumptions, and biases.


In the event you may return in time to once you first began your profession, what recommendation would you give to your youthful self?

Experiences that really feel like skilled or private failures are by no means as unhealthy as you assume, and people might be your largest catalysts for progress. For a younger skilled, a undertaking going awry, a nasty presentation, or receiving detrimental suggestions throughout an annual overview can really feel like the top of the world. It’s completely true that these experiences are extraordinarily painful within the second, however after the mud settles, you will note that you just got here out the opposite finish having realized a ton and a greater researcher/collaborator/skilled due to it.


What do you contemplate to be key traits or qualities of a frontrunner? How does this play into market analysis?

In my expertise, one of many major qualities of an ideal chief is their capability to actually care about each particular person on their group as folks first, and worker second. It’s about placing the well being, security, and happiness of their group earlier than all else – initiatives, deadlines, exterior pressures. When leaders actually care about people as actual folks, they construct actual connections. It’s that connection that motivates folks to wish to do higher, wish to keep on the group, and wish to mannequin care in their very own behaviors making a constructive and welcoming group tradition. This interprets to market analysis properly as a result of it’s about actually understanding folks and constructing empathy for folks. Folks first is a core tenant that guides each nice management and market analysis.


In the event you may change one factor concerning the insights trade, what wouldn’t it be?

I’d love for the insights trade to contemplate how we will method analysis planning, knowledge gathering, and evaluation in a extra equitable approach. The act of doing analysis could be, and sometimes is, extractive and biased. The researcher holds all the decision-making energy – who will get chosen to be within the analysis, how the knowledge is interpreted, which data is necessary sufficient to share, what occurs to the information – whereas the analysis participant usually receives little or no (in addition to financial compensation) in return. Equitable analysis is very necessary to contemplate when learning communities which might be usually marginalized or exploited, or exploring subjects that may be delicate and triggering. I’d like to see the insights trade rally across the follow of doing analysis in a extra equitable, considerate approach so we don’t inadvertently trigger hurt to these we’re learning.


How did you get your begin in insights? Do you know that that is what you wished to do, or did you fall into it?

I undoubtedly fell into insights! Rising up as a baby of immigrants and the primary one to go to school in my nuclear household, I didn’t have steering from my mother and father as to what I ought to examine in faculty or what my profession path must be. I ended up getting a level in structure as a result of I preferred artwork and I used to be good at math. I rapidly realized that these two qualities are usually not sufficient for a profitable profession within the demanding discipline of structure. However one pivotal structure class did steer me within the path of insights, although I didn’t comprehend it on the time. This class was about how the constructed surroundings can affect folks’s behaviors and feelings. I used to be fascinated by the give attention to folks and the way design, intentional or unintentional, can have a major affect on folks. To comply with that curiosity, I began studying about Design Considering and Human-Centered Design. I pursued jobs and groups that leveraged these methodologies. As I realized about extra Human-Centered Design, I gravitated in the direction of the upfront discovery and empathy a part of the method, and over time, honed my expertise as an insights skilled.


Is there a selected expertise, internship, or job that greatest ready you on your profession in market analysis? In that case, how and why?

My first job out of faculty laid the muse for the remainder of my profession. Proper out of undergrad, I joined Kaiser Permanente’s Innovation Consultancy as an intern and 6 months later, transitioned to a full-time design and analysis place. Throughout my tenure at Kaiser Permanente, I realized one thing new about analysis, design, innovation, collaboration, and management each single day. These cumulative 5 years powered me by means of the following few profession strikes and proceed to drive my method to work immediately. That group and function was an ideal entry-level place as a result of it allowed me to discover many sides of analysis, design, and innovation. It helped me to determine the place my passions lie and what I’m good at (analysis and insights!) and the place I had much less vitality and expertise (design). The unimaginable people on that group additionally demonstrated what distinctive management, collaboration, and tradition appear to be. That have helped me determine the proper subsequent profession strikes based mostly on the varieties of work I wished to do and the groups I wished to be on.


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