Learn what it's like to work in Marketing Science at Facebook through the perspective of Audience Researcher, Gabriel G.
What do you do at Facebook?
I’m currently responsible for Facebook IQ in Latin America. Facebook IQ is a team of thought leaders, researchers, writers, trend spotters, sociologists, anthropologists and scientists, who bring world-leading expertise to our data analysis and storytelling. We provide marketers a true understanding of people—who they are, what they do and why they do it—and we do this all in a privacy-safe manner. We look at what drives people to stop, look, feel, share, do and buy. We then translate what these insights mean for brands.
What did you do prior to working at Facebook and what was your path to joining?
Immediately before Facebook I was working as an independent consultant for companies, government and universities. I have worked as a researcher for CNI (National Confederation of Industry), Ipea (Institute for Applied Economic Research), Ministries of Health and Education, all in Brazil. With Facebook, I saw the position on LinkedIn and I thought it was perfect for me, so I applied and went trough the interview process.
What is unique or motivating about the work you do at Facebook?
People use Facebook every day to connect, share, discover, get informed and be inspired. As a researcher, with more than 1.6 billion people on Facebook and Instagram, we’re able to analyze data and offer information about behaviors and attitudes to marketers, it's motivating. Other than that, I work with the most talented and intelligent people that I have ever worked with, and I don’t mind having the many perks Facebook provides.
Can you tell us about a project you’ve worked on that has really challenged you?
We always have new challenges at Facebook. Our global team had executed some regional survey research about millennials that I discovered in an archived file. It was a simple database with the results for LATAM; I analyzed it and built a nice piece of research which was published at an international conference, and received good press coverage. It was a major success, it’s one of my proudest projects at Facebook. See the research here:
http://insights.fb.com/2015/05/28/millennials-in-latin-america/.What has been one of your career highlights at Facebook
Every time I see a study that I developed being used by our clients, published in the press or when I receive an invitation to talk about the research, I feel I’m on the top of the world. It’s great that my work is helping our partners and marketers be successful, and nice when my work is recognized.
Which Facebook value (Move Fast, Focus on Impact, Build Social Value, Be Open, Be Bold) resonates most with your team?
Move Fast. We are always working on multiple studies at the same time, and in different stages: preparing, analyzing, building a story or having it published. One thing that you never get here at Facebook is bored.
Is there a word or phrase that describes the culture within your team?
Multitask. We are constantly exploring different angles for research studies that we produce, and working with different teams to present the content and tell a great story when published on the Facebook IQ website.
Top apps that you like to use on your phone?
Facebook, WhatsApp, Messenger, Email and Candy Crush.
If we were to build a new conference room at Facebook and you get to name it, what would the name be?
I was part of the team selecting conference room names at Facebook São Paulo. There are some rooms that I am proud to say that I came up with the idea: Porta da Esperança, Você Decide and Show do Milhão are a few in this office.
Join the Marketing Science Team in Facebook São Paulo!
