This past year one of our Young Proffesionals Maribel Lara conducted an IM interview with the VP of Consumer Insights at ESPN about his career and insights for students and young professionals in the marketing field.  Below is their conversation.

Maribel Lara - NYAMA Young Professional & MBA candidate, marketing from Baruch College

Barry Blyn - Vice President of Consumer Insights, ESPN

Maribel Lara: Good Afternoon
Barry Blyn: Hello!
Maribel Lara: I'm ready to get started whenever you are
Barry Blyn: I aim to be your most enthusiastic interview
Barry Blyn: Please, let's begin.
Maribel Lara: lol.  That's great
Maribel Lara: I'll start you off with an easy one. 
Maribel Lara: What is your current role within the ESPN organization?
Barry Blyn: I am the VP of Consumer Insights, part of a large research department here, nearly 50 folks strong.  I lead a team of 3 (soon to be 4) folks who devise creative research to help our business solve strategic problems
Maribel Lara: As someone who has an interest in market research, I'd love to learn about the educational and career path that brought you to your current position.
Barry Blyn: I went to the University of Michigan and majored in politics.  I actually wanted to be a political consultant.  I interned in DC for a semester and in the summers.  I then worked for (5) years in political consulting developing solid quantitative and qualitative research skills.  After those 5 years, working for politicians and consulting, I got a lucky break and moved into TV Research.  At Comedy Central, they needed a survey and focus group expert and I was able to get the job.  While at Comedy, I got my MBA at night at NYU
Maribel Lara: Sounds like you found a field that you really enjoy. What do you like most and least about the work that you do?
Barry Blyn: There is no one happier at their company and their post than me (truly).  I like ESPN and sports of course but I love our culture.  29 years of success and we are as hungry as ever and willing to be risk-taking and even hear "bad news" as long as its delivered constructively. I love research for folks who generally have questions and want to listen to fans.  I dislike research where folks are just "doing it to do it" or for folks who will ignore it and do whatever they want anyway.
Maribel Lara: I'm a big advocate of finding something you like to do and sticking to it.  I would imagine that undergrads and grads alike considering careers in the field want a little insight into what to expect, so my next few questions will tackle that a bit.
Barry Blyn: Fire away
Maribel Lara: You mentioned the developing of research skills, what other skills should folks like me work on developing in order to succeed in marketing research?
Barry Blyn: presentation skills are paramount.  There is a great piece in business week this week we've been discussing about the power of "storytelling," being able to capture research findings in great illustrative examples for clients, also strategy skills.  Research produces findings but the magic is to elevate those findings that tell the client what to do with 'em.  Great writing and power point skills are also invaluable.  Finally, of course, accuracy and precision in methodology.
Maribel Lara: Are there any current trends in the industry that we should be aware of?
Barry Blyn: The research industry?  Probably integrating tools.  We here have to integrate all kinds of measures from TV ratings to web usage to surveys to focus groups to get the "full picture" and the well-deserved emphasis on the Hispanic consumer
Maribel Lara: You have touched on both qualitative and quantitative research and the slightly stats phobic student in me wonders whether or not there's a place for people like me in market research if I don't want to crunch numbers all day.  What do you think?
Barry Blyn: Oh gosh yeah!  Our department is probably the least "quantitative" compared to the Nielsen measurement folks in our group.  I got a "C" in stats in college if you must know and never took calc.  There's surely a place for folks like you (and me) but at the same time, we have to have fundamental quant skills too just to participate in all discussions
Maribel Lara: You've given me hope!!  Thanks!  Okay, two more questions for you.  We're in the home stretch.  Let’s finish big! 
Barry Blyn: Take your time
Maribel Lara: I would imagine that there are some definite misconceptions that companies have about the market research function.  What do you think the biggest might be?
Barry Blyn: That research is there to tell you "what happened" research, good research is focused on "what to do next"  it's proactive, not reactive
Maribel Lara: And speaking of being proactive, what recommendations might you have for the eager student to get a better insight into the market research function?
Maribel Lara: In other words, any final words of wisdom?
Barry Blyn:1. Have an opinion.  Sounds basic but if I interview you have the courage to say what you like and don't like about ESPN.  Half of the things I suggest to our programming VP, he disagrees with, but he respects and loves that I have a POV. 
2. Be a maverick.  Anyone can do the basics well, adding value is taking (intelligent) risks. 
3. If you think your write-up is too long, it is (smile).
Maribel Lara: Awesome.  I think I might cut and paste this and make it my mantra!
Maribel Lara: lol
Maribel Lara: Thank you so much for taking the time to answer my questions.
Maribel Lara: I really think it's going to provide some great insight for the people who read it.
Barry Blyn: Anytime and you and the NYAMA are more than welcome here at ESPN.  We want to be known and famous for being good partners
Maribel Lara: Both you and Edwin that you work with, and our committee co-chair have me sold on the field!
Barry Blyn: Edwin, that man's a gem.  A Met fan, but we all can't be perfect.
Maribel Lara: Uh oh, that's what I first connected with him on.
Maribel Lara: Don't tell me you're a bitter yanks fan
Barry Blyn: Good thing you waited until the end
Barry Blyn: Bitter.  I suppose, maybe, um, yeah, for now
Maribel Lara: I'll refrain from any other comments.  Never know when our paths will cross again.
Barry Blyn: Best of luck and have a nice weekend
Maribel Lara: Well, I will let you get back to your work.  Thank you again.
Barry Blyn: Bye
Maribel Lara: Bye