Series 12 – Episode 4 – Insights into a female- and family-owned market research and consulting firm

26th May 2023
Paige West

Paige West speaks with Elizabeth Parks, President and CMO, Parks Associates about the changing dynamics with consumer technologies and what it means to be a woman in tech.

The company was founded in 1986 by Elizabeth’s mum, Tricia Parks. It is a market research and consulting company based out of Dallas, Texas.

“Our role is to track the adoption of all the different emerging technologies that are coming into play in the consumer market and the small to medium business market,” Parks said. “We are a small family business, but with strong brands, and a true focus on delivering unbiased and reliable research data for companies to help navigate disruption.”

Elizabeth loved the opportunity to help companies better understand the changing dynamics with emerging consumer technologies and various converging ecosystems.

“One of the areas that I really love our work in is in the virtual care and independent living areas which is really looking at different technologies that can play in the home to help seniors and caretakers,” Parks noted.

It’s well known that there is a huge gender gap in the technology industry – particularly in senior positions – and Elizabeth’s mom is her best mentor.

“My mom was likely one of the only women in the room in the executive position she had,” Parks said.

Elizabeth offers her own advice for women in the tech industry: “Jump in and find your voice. Don’t be afraid of the guy sitting next to you.”

Elizabeth goes on to talk about some of the events that Parks Associates runs, the area she sees with the most innovation and what it is about her job that she loves the most.

To hear more about Parks Associates, and much more, you can listen to Electronic Specifier’s interview with Elizabeth Parks on Spotify or Apple Podcasts.

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