BizVoice May / June 2017

63 / 106

May/June 2017 – BizVoice/Indiana Chamber 63
RESOURCE: SMARI at
research plans and outline objectives provides new layers of interaction
with the analysts and the account executives.
“The end result has been much more thorough. We were always
client focused but there is a new level of (internal) interaction now.”
Simmermon is a millennial – as is about a third of the staff. She feels
that perspective helped her bring forth change elements that were not only
helpful to attract and retain younger professionals but also good for business.
Two related mottos give insight to how she approached the
transformation at SMARI. One is “always disrupt yourself. We want
people to be comfortable with change. You have to be, because if you
are (simply) comfortable (as things are), then you are behind.
“The other is do something every day that scares you. That’s
helped me progress and challenge myself to move forward and change.
Because if leadership isn’t comfortable with change, then you aren’t
going anywhere,” she asserts.
“Our clients come to us because they want to outsource to
capable hands. We are supposed to be those capable hands, know
research better, have current tools and be on the (cutting) edge of the
game – otherwise, they can do it. We always need to stay a step
ahead, which goes along with always disrupt what you are doing.”
That attitude also extends to pursuing business. Until about a year
ago, SMARI – rather amazingly – was 100% referral based. “We are
just now marketing ourselves. We said, ‘Let’s not be the best kept
secret anymore,’ ” Simmermon shares.
Big and little things matter
That willingness to embrace change and a challenge, says account
manager Angelina Iturrian, is appealing to employees because they
know that means they have opportunities for growth.
Explains Ittenbach, “One thing we’ve always tried to instill within
our associates is that they are empowered to kind of achieve whatever
pathway to whatever extent that they want. We allow employees to
explore and move forward – continuous learning and risk taking.”
SMARI presents employees with training options at the start of
each year. For those wanting to pursue advanced degrees, the
company provides $5,000 annually in tuition reimbursement. That’s
how Simmermon got her MBA.
Iturrian, who already held a Ph.D. before joining the company last
year, appreciates that mindset of continually striving.
“I love that I know I’m working with the highest caliber of
people; it gets me excited about work and what I do. …They also do a
lot to make people feel valued and around helping each other out.”
This and the overall culture is why she chose SMARI from a
variety of offers.
“Everyone has a voice in what happens here,” York emphasizes. “We
also understand that it’s the little things that allow people to feel invested.”
The daily touch point meetings at 9 a.m. assure that if someone is
overwhelmed, others less busy can assist.
In addition to the open environment, camaraderie is elevated
through a series of fun activities throughout the year – both inside and
outside the office. For St. Patrick’s Day, Simmermon wanted to give
everyone the day off for her favorite holiday. Instead, the team wanted
to come to work in the morning and then go celebrate together for the
bulk of the day. “That spoke volumes,” she declares.
Summertime is especially welcome at SMARI. Every Friday work
ceases at noon and employees are released early.
“People will work harder during the week to take that half day.
We actually see greater work product, greater enthusiasm,” Simmermon
insists. “It’s the passion for work that you do that really makes the
product better for our clients, and we see that come out when we do
stuff like this. So if people enjoy their work, they do a better job.”
And what they do isn’t easy or the result cookie-cutter. “Our
clients come to us not because here is a market research product. It’s
the strategy, it’s the complex thinking, it’s the abstract reasoning, it’s
the customization behind it,” Simmermon surmises.
“When you have a whole team of talented people who are
enthusiastic about finding the answer and working hard to find that
answer and you are part of that, it makes it so much fun.”
Encouraging words and a challenging puzzle are always on hand to help focus the mind.
Operations director Michael York (left) appreciates
the work variety: “One day you may be working on
something for a statewide health system and the
next day on pet crates for a local manufacturer. It’s
really randomized as far as who our clients are and
it makes it exciting.”