Reading Time: 4 minutes

Emma started working at WUA in September, as Digital CX Researcher. She’s been curious since she was a child, so it’s no surprise that what Emma enjoys most about her work is the analyses she does. More about our newest researcher in this interview!

Welcome, Emma! Good to have you here. How did you end up at WUA, and what will you do here?

I was at the festival Down the Rabbit Hole, where I was talking to an acquaintance of mine about work, and what I liked. At the time, I was looking for a job where I could do more research than I could do at the job I had then. Her ex-housemate worked at WUA, and she told me that they’re almost always looking for researchers. On top of that, I already knew WUA: at my previous job, one of our clients had had WUA do a study for them, and the company had already left a good impression on me. One thing that really appealed to me was that the research WUA does is both qualitative and quantitative. This doesn’t just result in scores, but also gives you insight into why these scores are the way they are. And it’s that ‘why’ question that I find interesting – hence me quickly applying to the vacancy of Digital Researcher.

You’ve been here since September. What do you like best about working at WUA?

That I’m in exactly the right place, at the right time. What I do here is so much fun. I’m responsible for an entire research project, and that’s exactly what drew me to WUA. First you work on a research setup, then the fieldwork is done, and then you receive the results which you turn into a presentation and workshop. I don’t have a preference for any specific industry; all industries are interesting for different reasons. What makes the job so interesting is that you work on the entire process. The analysis gives me the most energy, because I can really go all out in that. But I also love the critical thinking aspects, about the questions of: how are the questions posed, and how do consumers feel about that?

What did you do before WUA?

I worked for an online marketing agency, where I did the web analytics and conversion optimization. My previous job was pretty technical, including some programming. I noticed that this didn’t suit me as well, and I really missed doing research. I have a thorough background in research, with a research Master’s as well as experience in teaching research and statistics in the Bachelor’s program of Communication Sciences.

What do you really believe in? What’s your motto?

I recently heard this one: ‘Live every day as if it’s your last, because the time will come that you’re right about that’. Or something like that. That’s exactly the way I live my life; I take things day by day and try to make the most of them.

WUA’s motto for its staff is Living Dreams. What dreams do you have?

Developing myself the best way possible as researcher. I really want to improve in that, and that’s really my focus. And in my personal life: see as much of the world as possible. I want to travel for longer periods of time every year, to a faraway country. I find it interesting to observe people, both personally and professionally. It fascinates me how people interact with each other. That’s why I love going abroad so much; there’s such a different culture, which then makes you look at yourself and your role in society as well. That dynamic between individual and society is extraordinary to me.

What do you excel at?

That’s always such a tough question to answer about myself. My coworker Stephanie said I pick things up quickly and do it well. And I excel at doing research, that’s something that’s been inside me forever. As a child, I loved doing jigsaw puzzles and I had an entire series of encyclopedias, I always wanted to know everything. I’m just enormously curious and always want to learn. I’m analytically strong as well. I thought I didn’t really know where I was going, but it turns out I do. That’s why I love working for an online agency; the research, but also that it’s tangible. You see the online ‘store’ and how people respond to it, and that makes it very suitable for research.

What can we wake you up for in the middle of the night?

Nasi Campur, an Indonesian rice dish, and it can really be anything. When I ate it in Bali, it was rice with something that looked like spinach, coconut and tempe. Bali was the start of my solo travels, I was so incredibly happy that I was there, and I really associate that with food. So if someone were to wake me up with a plate of Nasi Campur, it immediately takes me back to Bali. So I’d like to be woken up for that!

If you could choose anyone in the world, who would you want to have dinner with?

Louis Theroux, he’s so good at interviewing people. I feel that same fascination for people. And what he has is a unique talent, I can’t do that and neither can most people: interviewing people in a way that’s critical yet without judgment. Very sharp, very critical, but still everyone wants to keep talking to him. Despite the fact that he questions people quite harshly, he doesn’t judge them. And that’s impressive. He really lets people be themselves, and it’s really special. Doing this, he as interviewer has to come more to the foreground, but in the end he does really take a step back – so we can see the story, and experience it. Louis Theroux is also really good at looking at both sides of a story, it’s never black and white. At the end of a documentary, I often don’t even know whether I’m for or against – isn’t that extraordinary?