PAOLA SOLÓRZANO
THE INVESTIGATION OF YESTERDAY AND TODAY

By: CECILIA OVIEDO MENDOZA

When you meet someone who loves what they do, it shows. And Master Paola Adriana is infallible proof of that. With a life dedicated to Research, Solórzano Gutiérrez envisions the future, walks a step forward, understanding the movement of the industry and the social urgencies. It has sought to innovate, it has sought to transcend, and it has succeeded. But as if that were not enough, she has not kept anything, she has shared everything in the classroom. And she will continue to do so, out of genuine commitment and love for her profession.

Could you tell me a little about your career?

I am a graduate of the Tecnológico de Monterrey Campus Guadalajara, I studied Marketing. And since I was studying I started with a mini-research agency; When I graduated from my degree, I joined the Center for Opinion Studies of the University of Guadalajara, the CEO, one of the most prestigious research centers nationwide. I started as the person in charge of Qualitative Studies, then I was in charge of the Market Research Management and later as General Director. I also studied a master\’s degree in Marketing and Communication Management, in Barcelona; and later a diploma in Neuromarketing.

Tell me about ACSI Research

It is my own project, I undertook it after spending five years in the CEO\’s General Management, my pride, my legacy. At ACSI Research we do strategic research projects, not only market or political and social studies, which is what is normally done, but we have specialized in academic research. We support Higher Education Institutions IES with relevant studies, so that they can have the necessary information for their educational programs that allows them to obtain national and international certifications or accreditations, or that they can open new undergraduate and graduate degrees.

You are also an academic, how does a researcher experience the professorial side?

Being a teacher is one of the most important and valuable parts of my life. I have been teaching the Market Research class for 14 years in both undergraduate and master\’s degrees. Currently my group is attended by almost 100 students, each class is like giving a four-hour lecture. Teaching enriches, makes you stay up-to-date, has a methodological rigor, because finally you are teaching the student how to do things and you have to lead by example.

Did you want to dedicate yourself to research since you were a child?

I have always been one of questions, and that before life in general. I was a girl who questioned a lot; I wanted the why of everything, and it didn\’t stop there, but I wanted to know the how. So, that desire to want to know motivated me since I was a girl, yes. And even today I keep asking myself questions, and not only about the market and participation, I like to go further. People decide, okay, but why do they decide what they decide? Why do they think as they think? I like to understand, I like to go further.

How do you go beyond the answer in your research?

We have to innovate. At ACSI we always seek to be at the forefront. For example, we have incorporated Neuromarketing to our services, also Big Data or Business Intelligence. Surveys, interviews, and group sessions are traditional methods that are complemented by new methodologies. The ideal is to combine them, find the information that seemed to be hidden to arrive at the precise data.

How did you get to AMAI?

I got to know the association as a student, because for a marketer the AMAI is a benchmark. I began to attend the congresses, read their publications and meet the members, it fascinated me. When ACSI was born, I finally had the opportunity to be part of it, with great satisfaction and pride, but it could be said that I had already been part of AMAI for a long time.

What satisfaction have you been given to belong to AMAI?

So many. The AMAI has not only national but international relevance. It is a seal of guarantee for companies in the sector, a differentiator. Being able to belong to it is a distinction that you have as a company. It allows you to have contact with leading entrepreneurs and companies in different branches and to be in the process of innovations and quality management.

What would you say to someone who wants to do market research?

That it has to be always innovating. And that each project will be fascinating, what we do is constant learning.

PERSONAL

Five attitudes that should always accompany a market researcher.

Desire to want to obtain knowledge.
A pleasure to share knowledge, because it is the only thing that grows when shared.
A pleasure to share knowledge, because it is the only thing that grows when shared.
Be accompanied at all times by professional ethics.
Respect for the profession.

Which was the destination of the trip that you have enjoyed the most.

Paris, with my sister Lizette. It was a trip we took alone, and one that I really enjoyed. She was my life partner, my best friend and she is no longer by my side, I miss her too much, but that trip stayed here, with me.

A place that he believes we should all visit at least once.

Southern Mexico. It has beautiful and unique places, landscapes, but especially for all the Mayan culture that it contains and that is so magical; in fact my beautiful daughter is called Maya.

Three books that marked his life.

The Art of War, by Sun Tzu; The Seven Habits of Highly Effective People, by Stephen Covey; and Love in the Times of Cholera, by Gabriel García Márquez.

Your favorite movie

Life is beautiful by Roberto Benigni.

Any character that you admire?

To Steve Jobs, for his entrepreneurship and for his intention to devise projects that could improve people\’s lives, for his innovation. And to Michelle Obama, a very intelligent woman, very proactive, close to the population, with knowledge of social needs and who seeks to support others.

Which are your hobbies?

I love dancing since I was a girl, in fact I competed and we won at the national level. I also really like going to the movies and enjoying a good glass of red wine in the company.