5 Questions with New Market Intelligence Manager Scott Olson
April 29, 2015
Whether he’s scoping out new research data or zeroing in on American consumer preferences, our new market intelligence manager is leading the way to understanding just exactly what kids, parents, and Scout nation wants. Chicago native Scott Olson is taking on the position with an arsenal of market intelligence skills.
Get a taste of his wealth of experience right here on Scouting Wire in a new monthly series “Ask the Expert.” He’ll be tackling exciting market research topics and answering challenging questions that pertain to your role at the BSA, whether you’re an employee, volunteer, parent or Scout. Look out for his first blog in May!
What’s most exciting about your role as market intelligence manager?
Scott: I am energized by finding data and evidence to shape a story or prove a point. I thrive on filling in the evidence gaps. At the National Service Center, the Design and Development Team and the Strategic Performance Office conduct excellent, in-depth research of employees, members, parents, and volunteers. My job is to focus on external factors such as population shifts, attitudes, cultural changes and identifying trends that affect BSA growth. I data-mine studies or conduct new external research, then channel information to the right BSA staff member to answer specific questions.
Do you have a Scouting background? What drew you to the BSA?
Scott: I was a Cub Scout for three years. My mom was a den leader, and I am proud to say my dad and I built the winning car in my pack’s Pinewood Derby in my last year as a Webelo. (I still have the derby car and the trophy at home.) I have been an auto racing fan ever since. The market intelligence role is perfectly matched for my skills: gathering information and sharing as needed in the organization.
What did you do before you took on your current role?
Scott: I have lived in Texas since 1997. I was the product manager for phones at Nokia for several years, then a similar job at NEC Electronics before working at a market research company in Dallas.
How is marketing intelligence significant to the Scouting experience?
Scott: I am getting to meet some district executives each month during the “Meet and Greet” events – I love to ask them about their greatest challenge as a DE. One thing I hear is, there are so many activities available for kids today. Parents influence their children’s decisions to choose sports, after-school academic, drama, music or other alternatives. American consumers choose restaurants, grocery stores, and clothing based upon location, quality, pricing or dozens of personal reasons. Families make choices for their children in the same fashion, so it is important for the BSA to gather as much data as possible about our potential customers.
And, most importantly, what’s your go-to campout food?
Scott: I love to grill food. Sausages or hot dogs without burning the casing, then I quickly toast the bun. I must have mustard and relish – no ketchup, though. (I’m from Chicago.)
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Need to catch up on the 5 Questions series? Discover how the BSA’s Order of the Arrow director and NESA and Scouting Alumni Association director are helping to deliver quality Scouting experiences for Scouts of all ages and don’t forget to share these stories with #BSA5Questions!
Hayley Cordaro
Hayley Cordaro is a member of the Communications team at Boy Scouts of America. She loves sharing inspiring success stories and uncovering new ways volunteers and employees can make the most of their Scouting experience. If you have story ideas or questions, reach out to us at communications@scouting.org.
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