Get to Know our Experts: Brooke Edge
Open Eye relies on the amazing talent of our Experts, whose experience and capabilities span the globe and a variety of industries. This Q&A will help you get to know what experiences Brooke Edge brings to Open Eye.
As an Open Eye expert, I bring with me a unique blend of experience in both academic research, as well as journalism. This background means that I can immediately assess the ways in which a brand may use research-based data in their messaging, ultimately in service of their strategic objectives.
For instance, I am a quick study when it comes to discussing the efficacy of certain messages being communicated to particular audiences. I bring a studied, well-informed, academic approach, to solving the communications and messaging challenges faced by brands.
While I was trained in individual and group interview moderation and research design within an academic realm, I have since transferred and adapted those skills to fit the private sector’s demand for customized research and consumer marketing. I have experience working in the ad agency world and for an international research house.
Additionally, I have experience with message board facilitating, online surveys, ethnography, and in-depth, one-on-one interviews.
What are the biggest challenges that companies are facing when they come to you?
In my work, companies are trying to get a measurable, reliable read, on how their product, service, or brand-at-large will be received by their target audience. And, importantly, I also seek to confirm who their target audience is. My goal is to help clients move away from working solely off a hunch and towards allowing their hunch to move them in the direction of a strategy that we can develop together, based on data and proper messaging.
How does your work provide confidence or clarity for clients?
My work is in service of consumer and messaging/comms research. In testing ideas, concepts, or messages with consumers, you will learn a lot about the values or motivations that allow for clarity in messaging and clarity in strategy. Clear messaging based on clear research provides you with confidence to take your brand to its next steps. You won’t have questions about your brand approach resonating or not- we will have done that testing ahead of time, so you have solid research to back your strategy.
What does a successful collaboration look like? What components are critical to collaborating well?
My philosophy is, the more energized and enthusiastic brains in a room, the better. The more people who are gathered together, sharing excitement about solving a problem, the better the resulting strategy and business decisions will be. I love hashing things out with other interested parties.
How do you demonstrate CARE for your clients? How do they know that you care about the outcome of your work together?
I care deeply about the end consumers my client is trying to reach - I’m passionate about my client’s clients. I want to make sure that my clients are communicating in a way that will resonate with THEIR clients. I try to bring the consumer to the table, so to speak, ensuring that their voice is being heard.
Outside feedback is enormously important for businesses. What’s some feedback that you’ve received personally that helped you grow?
I was advised early on to continue to learn throughout my career. The outcome of this is that I bring to clients an up-to-date, clear view of the world, in which they plan to launch their product. It’s important to me to stay up on the market and how companies are marketing products, while at the same time being disciplined about listening avidly and continuously talking to people. I also encourage my clients to be in tune with the marketplace and with the humans their product or service serves.
We’re fond of the saying, “If you can not measure it, you can not improve it.” What’s one thing you think an organization should immediately start measuring that they likely aren’t?
You’ve got to try to understand not only what your end-consumer wants (or what they say they need), but also their deeper set of values or motivations. It’s important to get to know them better over time in order to retain them as a consumer or client. I always encourage my clients to dig deeper than the end-consumer’s wants and needs. Instead, we need to know what are the underlying values and motivation behind the end-consumer’s purchases.
What do you love doing in your spare time?
I have a Master’s in cinema studies and did my doctoral work on pop culture. Honestly, I like watching TV shows and movies. I really like thinking about the next movie that I can bring to my family’s movie night. I like scouting out something that is new to them that I think they will enjoy, and that will introduce them to something new. I also really love taking long walks.
- Consumer and Brand Research