Anushya Singh-DuBrier, MSMR
Anushya, better known as Nu, has worked in qualitative market research for over a decade. She loves it so much that 2023 she earned her master’s in marketing research from Michigan State University. Her favorite part of her job is diving in deep to help support client’s research as they explore new places and spaces, especially, when it involves international markets.
In 2012, she joined the Fieldwork Network International team after a cross country move left her looking for a new opportunity. Prior to joining the Fieldwork team, she worked as the Executive Director for a US-focused market research company managing the daily operations and sales for the entire qualitative department.
When Anushya is not working, you can find her hanging out with her pets (she has a lot of them!) or discovering the best places to eat, usually in a different country.
More About Nu:
What’s your favorite qualitative research methodology?
I learned early on in my Fieldwork tenure that managing international projects is a very different affair from managing those that are US-based only. My favorite projects to manage are User Experience (UX) projects. The nuance of how to best conduct these projects can vary by country which I’ve always found fascinating. For example, in some parts of Asia, UX interviews should always be conducted as one-on-ones instead of groups to limit respondents feeling intimidated or withdrawn because of cultural traditions surrounding respect for elders and/or occupation hierarchy.
What’s your favorite backroom snack?
Snacks are also a fun part of market research that can be more complicated when put into an international setting. While gluten- and lactose-free are mainstream in the US, these are not common in many other countries throughout the globe. For example, in many parts of the world, coffee comes “with or without milk”. Milk alternatives and sugar substitutes are not offered. Planning can help make sure everyone has the fuel they need to keep the research moving!
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