How Consumer Market Research, P&G Influenced An Eight-Year-Old

Suzie Kronberger, SVP of marketing and revenue operations at Survata, grew up Cincinnati, Ohio, the home to Procter & Gamble. One day the dad of a grade-school classmate spoke to the class, which changed her life.

The dad worked in market research at P&G and spoke about all the “cool” research related to consumers. It made such an impact on Kronberger -- who was eight years old at the time -- that after graduating from Cornell University she dedicated her career to studying consumer behavior and how businesses are run.

“It’s not just consumer behavior,” she said, “but clearly understanding it and how it drives business.”

As a child, Kronberger wanted to work in advertising. At the time, in fourth or fifth grade, she thought of advertising as producing the commercials people made that ran on television.

“Now we know in the programmatic era it’s what we see online,” she said.

Throughout Kronberger’s career she has worked with some very large brands such as Kraft and Dannon Yogurt. Now, at Survata, she leads three teams -- marketing, sales operations, and sales development.



It is crucial to to drive the strategy behind growth, Kronberger said, and understand how to optimize revenue.

Kronberger joined the company earlier this year to lead marketing and revenue operations, but the company on Monday publicly plans to announce her appointment. This announcement follows recent appointments of Chief Consumer Officer Dyna Boen, and VP of Product Ken Archer. 

Kronberger joined Survata with 15 years of industry experience, most recently serving as VP of global sales strategy and operations at Integral Ad Science. She also served in similar role at Boost Media, where she led a global team, as well as LinkedIn -- and co-created a startup in the travel space that allows want-to-be influencers to recommend places and create maps on top of Google Maps with notes, images, and audio files. 

The idea is to bring quantitative analyses into advertising, she said, to analyze the impact on people.

When asked to recall the best piece of advice she has ever received and from whom, Kronberger pointed to her friend’s mother, who told her when she was in middle school "to know who you are and do what you are,” she said, as both parents pushed for her to find a career in law or medicine.

“I had this fascination with advertising,” Kronberger said. “It finally stuck with me. This is who you are and this is what you’re interested in. Be true to yourself.”

When asked about he best piece of advice she could give, Kronberger said be open to feedback and learning to build on a career. “None of us are perfect and you always have something to learn,” she said.

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