Karen Snepp (B.S. 1979)
Karen Snepp is the Director of Market Research for Expedia.com, the largest online travel agency in the world. "Expedia.com revolutionized the travel business by offering online travel planning and booking across product lines," Snepp said. "As Director of Market Research, my team represents the voice of the consumer to the organization by understanding, interpreting, and applying consumer understanding to the Expedia business and the travel category."
A typical day for Snepp includes answering emails from other Expedia employees about industry or consumer issues, she said: "'What do we know about X' (travel trends in Canada, Hispanic travel habits, why people don’t book travel online, etc. etc.)?" Snepp also works with outside vendors to execute and analyze surveys on a variety of topics like brand awareness and attitudes and consumer interest in new features or products. She then presents the results from her team’s research, which, she said, can "influence decision-making based on the insights generated."
"Purdue played a great role in shaping my life," Snepp exclaimed. "It started before I arrived there as a student, since I’m a 3rd generation Boilermaker!" While attending Purdue, Snepp’s academic work and extracurricular activities helped her develop the skills she would need in her career. "The statistics degree shaped my research design and analysis abilities," she said. "My work at the Purdue Sports Information office built my teamwork and communication skills. I served as a ‘stringer’ for some of the minor sports, covering them for the local papers. I helped put together weekly press releases, and was proof-reader extraordinaire!" In addition, she said, "My participation in/presidency of Alpha Phi Omega service fraternity developed my community service and leadership."
It was at Purdue that Snepp found her 'calling' in marketing research by reading about what she could do with a Statistics degree in the College of Science Career Counseling Office—"Really!!" "Near the end of my freshman year I decided I’d better figure out something fun to do with the degree. In reading about applications of a stats degree, I came across something called 'marketing research.' It sounded interesting, so to figure out if I’d like it, I signed up for classes in marketing, marketing research, and consumer psychology, in addition to my math/stat classes. The combination worked great, and I found the 'calling' I’ve followed for 25+ years."
After receiving her B.S., Snepp went on to Northwestern University’s Kellogg School of Management for an MBA. "It was the perfect complement to my Purdue Statistics degree to qualify me for a profession in Marketing Research," she said. "Between years at Northwestern, an internship at Market Facts (now Synovate) helped me understand the nuts and bolts of the marketing research industry."
"I’d encourage anyone interested in a marketing research career to get some 'ground floor' experience to really understand how consumer research happens," Snepp said. "Work at a research company setting up questionnaires or data tabulations, conduct interviews at a mall or on a phone bank, intern at a marketing research company or department. Professionally, join the American Marketing Association and attend a conference—student rates are available. While taking stat classes, supplement with marketing/marketing research classes to see if marketing research suits you."
One of the benefits of attending Purdue, Snepp said, is the large campus with a lot of variety. "Give some thought to how you might apply your degree, in order to supplement in your areas of possible interest with other classes at Purdue. It was terrific to have access to top-notch classes at Krannert to explore marketing research before committing to it."
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August 2006
