Meet one of MRA’s newest members, Roger Green, president/CEO, Roger Green & Associates, Inc.
What made you decide to pursue a career in marketing research?
As long as I can remember, I was fascinated by statistics, strategy, politics and human behavior. In my early 20s, I discovered political polling, which gave me a chance to indulge all these fascinations. Eventually, I grew tired of the nastier side of politics (negative campaigning and politician egos) and transitioned into healthcare marketing research as a place to "do good" and "do well" at the same time. I have been doing this and loving it for more than 25 years now.
What is your favorite aspect of working in the marketing research industry?
Getting to know a community of extremely bright, creative, industrious, even idealistic professionals. My favorite aspect of marketing research comes when the RG+A team finds a nugget in our data that can change the way the medical stakeholders — physicians, consumers, payers — look at or treat a disease.
Outside of MR, what hobbies do you like to do in your free time?
I run a business and am at the end of raising four kids. That doesn’t leave much time. Still, I love to cook, know a bit about wine, work out like a fiend, and ski whenever I can squeeze in the time. Plus, I am a sports and politics junkie.
Last year you launched Marty Green’s Lunch. Can you tell our readers a little bit about this charitable event and why you started it?
My dad and I share(d) a birthday, July 24. After he died, I learned that he and I both donated money to Feeding America’s Families, which provides support in feeding the hungry across the US. It seemed that the best way to celebrate our birthday in his absence was to devote the day to something we both believed in. I have been extremely fortunate that co-workers and friends have worked so hard to turn this dream into reality.
If you could give one piece of advice to someone who is new to the MR business, what would you tell them?
Can I have two? 1. Superior marketing research is something between a craft and an art. There are rules about what you must and what you cannot, but to bring value, you must press on past the rules to convert data to vision, and vision to action. 2. Bring passion, energy and faith. If you do, you will never find a better way to spend your professional life.