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Meet Rosemarie Reaves

22 Jan Posted by in Cactus Call | Comments Off on Meet Rosemarie Reaves
Meet Rosemarie Reaves

Current City: Tucson, AZ

Hometown: Chicago, IL
Years in the market research industry: Over 30 years! I started in the mid-80’s as a Quantitative Field Supervisor for Elrick & Lavidge in Chicago. I was lucky to have mentors like Bob Lavidge and Peggy Horn …. And to work with women in data collection like Pat Heakin and Ruth Nelson. I was enticed away from E&L by Market Data Corporation and got a taste of Qualitative while working for a wonderful moderator. Then in 1996 I moved to Tucson to work for Communicus. I left Communicus for a few years and worked for ORC International – spending 5 years as Quality Manager – 2 of those years in the Call Center. I have been back at Communicus almost 6 years.


What duties does your current job position include? As you can see by experience, my wholeMR career has revolved around quality. I oversee 3 processes – Survey Design, Programming and Data Collection. I love the challenges but the fear of not getting it right in the questionnaire, the program or the data and disappointing a client can keep me up at night.


What’s the best aspect of your current job position? I have great team and they are all young, smart, talented and love learning about the industry. We learn a lot from each other. I have years of experience and they know all the up and coming technology. It’s a win-win! What do you see coming in the market research industry during the next five years? I can’t even begin to imagine. When I started we were still doing an occasional door to door study to collect data. I used to write focus group screeners on a typewriter with carbon paper and we showed ads to respondents in a mall on a VHS tape! I thought things changed fast 20 years ago and now it seems like it’s that fast times 10!


How did you first come to work in market research? After college, I worked in my dream job –Assistant Buyer for a women’s clothing store on State Street in Chicago. I got frustrated one day, called a placement agency on Monday morning, interviewed at E&L Monday afternoon and got hired on Tuesday! It was a fluke in some ways and in other ways it was fate. MarketResearch became my lifelong passion.


What led to you to joining the MRA? I was in the student organization at the University of
Wisconsin-Whitewater (we even won Student Chapter of the Year my senior year!). I knew
about MRA but while in college, I didn’t know research would be my career. I joined MRA my
very first month at Elrick &  Lavidge and got involved in the local Chicago Chapter right away.  What better way to network and learn about the industry! I served on the Board in various positions and headed up multiple committees. I was Chicago Chapter President 1995-1996. I still have my plaques on the wall in my office.


What do you do in your spare time – hobbies or activities? When I was younger, I loved to travel – the USA and abroad. I never ventured anywhere too exotic but 9 trips to Europe, a trip to Australia and Japan, various “fun in the sun” destinations and multiple cruises kept me busy for a while! Now that I am older, I still love to travel to see friends and family who are spread out across the country. Time just keeps flying by and I don’t want to miss an opportunity to bewith people I care about.


What would others be surprised to know about you? This happened a long time ago and I didn’t really think about this much until David Bowie passed away last year. I was on Caribbean Cruise in 1976 and he was on the ship. I was 19 and he was 29. The first day, he invited me and my friend to have a drink and we ended up hanging out with him and his body guard for the 4 days that he was on the ship. He was huge Rockstar but so nice to us. A few months later he played his Thin White Duke concert in Chicago and left us tickets. We didn’t see him again but it was an experience!


Favorite book or movie? Field of Dreams – I can’t help but love an inspirational movie with
Baseball in it!


Final comment or quotable: I have 2 favorite quotes:
“We are more limited by attitude than by opportunities.” – Anonymous
“A good attitude produces good results. A poor attitude produces poor results. We each shape
our own lives and the shape of it is largely determined by our attitudes.” – M. Russell Ballard


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