30Under30 Honouree: Juli Pham

Great to hear from Significant Insights Global 30 under 30 honouree Juli Pham, who is a Senior Manager at SKIM, an insights-based consultancy, partners with clients in the tech industry to help them understand how businesses and consumers make decisions. With her expertise in advanced choice-based conjoint, she ensures methodological rigor and empowers her clients to make informed decisions, leading studies that tackle business challenges in pricing, packaging, and innovation.

So, how did you get into the industry, and take us through how you got to this point?

When I entered the industry fresh out of undergrad, I was still naïve to the difference between marketing and market research. I didn’t have a clear career path in mind but knew I loved answering questions and working with data. Casting a wide net in my job search led me to discovering the world of market research, and I haven’t looked back since. Like many, I stumbled into it, and I feel incredibly lucky to have found my niche.

Why should anyone consider a career in market research, data and insights?

A career in market research is perfect for anyone who’s naturally curious and thrives on solving problems. It’s a chance to explore a wide variety of industries and strategic business questions, making it especially rewarding for those who bring curiosity, creative analytical skills, and critical thinking to the table.

Career paths are rarely without challenges. Can you share an honest moment from your career when things didn’t go quite according to plan, but the lessons remain with you to this day?

Early in my role, I found myself overwhelmed managing a large, multi-product, multi-market project because I was reluctant to ask for support. That experience taught me the importance of understanding my limits and reaching out for help when needed. It’s a lesson that has stayed with me, and it’s shaped my leadership style, making me more collaborative and compassionate in how I manage people and my projects. 

What two things should junior researchers focus on as they progress in their careers?

There may be standard processes or tools in place at your organization, but you should still question the approach. I’d encourage junior researchers to always ask why a certain methodology or tool is used over another and to try to dive under the hood to understand the mechanics of how it works.

Junior researchers should focus on treating each study as unique, even if it’s a follow-up or multi-country project. Though it might be tempting, avoid relying solely on past methods—take the time to thoroughly assess how circumstances may have changed. Pay attention to new nuances and emerging trends, and adapt your approach to incorporate relevant, updated considerations.

Do you have any advice for our sector?

I would advocate us to invest in people and their growth. To encourage fresh ideas and cultivate innovation, we need to support and nurture new talent–it’s people who drive the industry forward.

And do you have anyone who has helped your career so far that you’d like to acknowledge and say thanks or give a shout out to?

I would like to recognize Sonia Lee, Victoria Chang, Maura Roth, and Michael Smith who have all given me wonderful guidance and provided unwavering support throughout my career.