 Spotlight On A PRC
Susan Saurage-Altenloh, PRC
President, Saurage Research, Inc.
Background/Personal Info:
Hometown:
Baton Rouge, Louisiana
Last book you read...
Innovation X, by Adam Richardson - I'm writing a book review on it. But for pleasure reading I'm usually buried in something by Harlan Coben, Lee Child, John Sandford, Jeffrey Deaver, Patricia Cornwell and occasionally, Philippa Gregory. Yes, I like a little excitement in my reading!
What social sites are you part of? Are they for personal reasons or your professional career?
Professional: FourSquare, LinkedIn, Twitter (RealitySpikes), Plaxo, slideshare (beginning to post presentations and white papers here for business associates), RealitySpikes (the blog - I keep it professional, but it reveals a bit more about me than my pinstripe personality).
Quasi-Personal: Facebook
Favorite U.S. city to visit:
Chicago – It's so vibrant and alive.
Professional Info:
How did you get involved in market research?
While in pre-law at LSU, I took a summer job at a two-man research firm as a production assistant (a glorified typist and report assembler) and office manager. I discovered a love for the hunt – that is, for answers and for clients. That summer, I changed my education path and my life. I never looked back.
Sum up your job in one word or phrase...
A complicated balancing act of people, data and marketing communications.
What type of marketing research do you specialize in?
For more than two decades, we have specialized in multi-methodology research programs that include qualitative, quantitative, online and traditional, always striving to keep on the cutting edge of new technologies. For example, we are early adopters of Web-based quantitative, social media applications, bulletin boards and MROCs. Another Saurage Research niche is reaching low-incidence, hard-to-reach populations using hybrid methodologies.
What is one of your most memorable career experiences?
Our company celebrated its 20th anniversary in 2007 with a social event for friends, clients and vendor partners. A principal of a top-50 ad agency, whom I greatly admire and respect but didn't know well at the time, told me, "Twenty years of success while keeping an excellent reputation doesn't happen often. You should be extremely proud of what you have accomplished. I certainly am." Before then, I had not really thought about our accomplishments in that way. Since then, I've taken care to recognize others' success in a meaningful way, because it really does matter.
PRC:
How did you become involved with PRC?
When MRA contacted members about securing the PRC designation through the grandfathering process, my response was an immediate "Yes." It was an offer I could not refuse. At the same time it made sense for MRA to create a base of experienced, pre-qualified professionals. It's been effective: Once the designation is achieved, members don't want to lose it or let it lapse.
What has been your proudest moment involving PRC?
I was honored to be invited and approved as a PRC, but my proudest moment was when I earned my renewal.
What "PRC" advice would you give to a PRC?
Attend the conferences. Maintaining your PRC status is a great reason (and justification) to attend because you can secure most of the credits you need there. And somewhere along the way, you'll meet vendor partners, research peers and friends for life. How cool is that?
What "PRC" advice you would give to a non-PRC?
Although the FCC regulates some processes that affect the research industry, we are a completely unregulated, unsupervised industry. Unfortunately, this means there are charlatans and pretenders who cast negative shadows on the ethical majority. Complying with and committing to the PRC designation at every level of the program goes quite some distance in marginalizing those who do not have their clients' (or the industry's) best interests at heart. It is every research professional's responsibility to take action to protect and promote the marketing research industry. This is an excellent first step in that direction.
| Want to be the next PRC profiled? The first individual to send a request to Jennifer Cattel at jennifer.cattel@mra-net.org will be featured in the next issue of The PRC Connection. |
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