Unveiling the Layers of Market Research: A Journey with Parissa Poroushani
Market research has long been a fundamental tool in helping companies understand their markets, consumers, and competition. Yet, it’s much more than just gathering data—it’s an intricate process of human interaction, behavioral observation, and scientific rigor. In the latest episode of Cozy Corner with Hossein Nasiri, Parissa Poroushani—co-founder and CEO of BazaarNegar—takes us on an enlightening journey through her decades-long career in market research, unveiling the methods, challenges, and personal philosophies that have shaped her remarkable career.
With over 38 years of experience in market research across Iran and France, Parissa is widely regarded as a pioneer in the industry. Her expertise extends across various areas, including brand research, product testing, packaging studies, consumer behavior analysis, and more. What makes her work particularly notable is her contribution to introducing qualitative research methods in Iran, significantly transforming the way businesses understand their customers.
The Evolution of Market Research in Iran
Parissa’s journey in market research began in France, where she gained deep expertise in both qualitative and quantitative research methodologies. After returning to Iran in the early 1990s, she established BazaarNegar, Iran’s first professional market research company post-revolution. She describes market research as a “systematic tool” that helps businesses understand the market, the consumer, and everything in between. But it’s not just a data-gathering exercise—market research, in Parissa’s eyes, is about uncovering deeper insights that shape a brand’s identity, its products, and ultimately, its success.
During the interview, Parissa reflects on her early days working in France, where she started with small tasks like handwriting addresses on envelopes. This experience may seem trivial at first glance, but for Parissa, it was a stepping stone to mastering the detailed, hands-on nature of market research. She quickly worked her way up through the ranks, eventually managing large-scale qualitative and quantitative research projects. In one of her earliest focus group studies, she explored consumer preferences around Dutch radishes, an unlikely product for market research, yet an invaluable lesson in consumer behavior and product positioning.
Bringing Qualitative Research to Iran
When Parissa returned to Iran in 1993, the market research landscape was underdeveloped, with no dedicated research companies in operation. Over the next six years, BazaarNegar remained the only entity offering comprehensive market research services in the country. Parissa’s vision was to raise the bar for Iran’s market research industry by incorporating qualitative research methods that had proven successful in Europe. These methods, which involve deep dives into consumer behavior through focus groups, in-depth interviews, and observational studies, became instrumental in helping Iranian companies understand their customers in a more nuanced way.
In the interview, Parissa emphasizes that while quantitative research—such as surveys and data analysis—provides statistical insights, qualitative research helps uncover the underlying motivations, beliefs, and emotional drivers that influence consumer behavior. As she puts it, “qualitative research is like peeling back the layers of an onion.” Each layer reveals something deeper about the consumer’s experience and attitudes, ultimately leading to actionable insights that brands can use to refine their products and marketing strategies.
The Science Behind Market Research
What sets Parissa apart is her deep understanding of the foundational sciences behind market research. Market research, she explains, draws from three core fields: statistics, psychology, and sociology. These sciences provide the tools needed to conduct both quantitative and qualitative research. In quantitative research, statistics play a central role in measuring market size, analyzing consumer trends, and identifying correlations between different variables. However, in qualitative research, psychology and sociology take center stage. These fields help researchers understand human behavior, social dynamics, and the psychological triggers that influence decision-making.
Parissa delves into the process of using projective techniques—tools borrowed from psychology—that allow researchers to bypass respondents’ initial defenses and uncover their true feelings. In focus groups, for instance, participants are placed in a comfortable, non-judgmental environment where they feel free to express their thoughts and emotions. The facilitator plays a critical role in guiding the conversation, creating trust, and using subtle cues like body language to extract deeper insights.
The Facilitator’s Role: A Balancing Act
One of the most fascinating aspects of the interview is Parissa’s discussion of the facilitator’s role in qualitative research. According to her, the facilitator must possess not only technical knowledge but also strong emotional intelligence. Facilitators need to foster an environment of trust and openness, remaining non-judgmental and empathetic, allowing participants to share their true thoughts. Parissa likens the role of a facilitator to that of a conductor in an orchestra—guiding the conversation while allowing space for creativity and spontaneity.
Facilitators must also be active listeners, sensitive to the nuances of participants’ verbal and non-verbal communication. For example, a participant may express approval of a product, but their body language or tone might suggest otherwise. A skilled facilitator picks up on these subtle cues and asks follow-up questions to dig deeper into the participant’s true feelings. As Parissa explains, “It’s not just about the words; it’s about everything that isn’t said.”
The process of leading a focus group or in-depth interview is mentally and emotionally demanding. Facilitators must be prepared to handle a wide range of personalities, from outspoken participants to those who are more reserved. Parissa shares that she often feels exhausted after facilitating several sessions in a row but finds the work incredibly rewarding because each conversation brings new insights.
Creativity in Market Research
Although market research is often seen as a scientific and analytical field, creativity plays a significant role, particularly in the design of research processes and questionnaires. In the interview, Parissa emphasizes that creativity is essential when crafting questions and discussion guides that will elicit meaningful responses from participants. In quantitative research, the design of questionnaires requires careful consideration of language, structure, and the types of responses being sought. Each question must be crafted to produce data that can be analyzed and interpreted effectively.
In qualitative research, creativity is even more important because the conversation is more fluid and less structured. Facilitators must be flexible and adapt the discussion as it unfolds, sometimes veering away from the original script to explore new areas that arise during the session. This flexibility allows for the discovery of insights that may not have been anticipated at the start of the research.
For Parissa, creativity is not just a tool for conducting research—it’s a way of life. She draws much of her creative energy from nature, spending time outdoors to clear her mind and spark new ideas. Walking, she explains, allows her to think more freely, and many of her most creative ideas have come to her during these moments of solitude in nature.
The Broader Goals of Market Research
Throughout the interview, Parissa outlines the three primary goals of market research: understanding the market, focusing on the product or brand, and analyzing the consumer’s experience. Each of these goals requires a different approach and methodology. When the focus is on the market, researchers look at broader trends, competitor activities, and the overall dynamics of the industry. When the focus is on the product or brand, the goal is to understand how it’s perceived by consumers and identify areas for improvement. Finally, when the focus is on the consumer, researchers delve into the emotional and psychological drivers that influence purchasing decisions.
Market research, Parissa notes, plays a crucial role throughout the life cycle of a product or service. From concept development and brand positioning to post-launch evaluation, research provides businesses with the insights they need to make informed decisions. However, it’s not enough to simply collect data—companies must use that data to create meaningful change. As Parissa puts it, “Market research should be a two-way conversation between businesses and their consumers.”
A Lifelong Passion for Learning
What is perhaps most inspiring about Parissa’s journey is her commitment to continuous learning and growth. Despite having nearly four decades of experience in the field, she remains as passionate and curious as ever. She believes that her work in market research is far from complete and that there is always more to learn, whether it’s about new research techniques or the ever-changing consumer landscape.
In fact, Parissa views learning as a central part of her personal and professional life. She has spent many years teaching marketing and advertising at universities in Iran, including the University of Tehran and Shahid Beheshti University. Through her teaching, she has shared her expertise with the next generation of market researchers, passing on the knowledge she has gained throughout her career.
Parissa’s dedication to learning is reflected in her personal philosophy: “I want to improve every day, to understand more every day.” This thirst for knowledge has kept her motivated for nearly 40 years and continues to drive her forward in both her professional and personal life.
Award-Winning Achievements and a Visionary Legacy
Parissa’s contributions to market research have been recognized not only in Iran but also internationally. In 2024, she was awarded the ESOMAR Representative Award for her role in connecting Iran’s market research industry with global standards. She was also recognized as one of Iran’s top women entrepreneurs in 2018, receiving the Best Entrepreneur Trophy at the National Forum of Responsible Entrepreneurs.
As she looks to the future, Parissa’s vision for market research is one where creativity and scientific rigor work hand in hand. She believes that businesses must use research not only to increase sales but to build lasting relationships with their consumers. Her legacy is one of innovation, dedication, and a deep commitment to understanding people—a legacy that will continue to influence the field of market research for years to come.
Conclusion: The Art and Science of Market Research
Parissa Poroushani’s interview on Cozy Corner with Hossein Nasiri offers a masterclass in the art and science of market research. Through her personal anecdotes and professional insights, she demonstrates how research can be a powerful tool for understanding markets, shaping brands, and building meaningful connections with consumers. Her work has transformed the industry in Iran, setting a standard for future generations of market researchers. As she continues to push the boundaries of what is possible in this field, one thing is clear: Parissa’s passion for learning, creativity, and human connection will continue to drive her success for many years to come.
