From Research to Courage and Responsibility – A Visit from Janja Božič Marolt

“Work with your heart, but be guided by your head.”
With these words, Janja Božič Marolt, founder and director of Mediana, concluded her inspiring visit to GEA College.

In early March, we had the honor of welcoming an exceptional entrepreneur, researcher, and visionary, Janja Božič Marolt, the director of the Institute for Market and Media Research – Mediana. For over three decades, she has been shaping the field of market research in Slovenia and abroad. With her charisma and sincerity, she passionately shared her love for research with our students.

Her visit was more than just a lecture – it was a dynamic blend of knowledge, experience, and ethical reflections in a data-driven world. She posed an essential question: in this sea of numbers and graphs, can we truly hear the voice of the market?

Research as a Compass for Entrepreneurship
She shared her personal journey – from the moment she left a secure job to follow her vision of research, to now leading one of the most respected research firms in the country. She emphasized that every research project costs less than a wrong business decision and that understanding the market is one of the core pillars of a successful company.

Her story went beyond theory. With numerous real-life examples, she illustrated how research drives product development, prevents misguided investments, and shapes effective marketing strategies.

Ethics, Data, and the Future
She placed special emphasis on research ethics, the necessity of data anonymization, and respect for respondents – the people behind the questionnaires. As a long-standing member of ESOMAR, she believes that without trust and respect, there can be no credible results.

She also highlighted how artificial intelligence is transforming the world of research. However, she made one thing clear: “AI is not yet a collaborator – it’s an assistant. The key is the researcher’s expertise – knowing what, why, and how to interpret.” While automation enables faster data collection, the future will require greater investment in analysis and consulting, not just gathering data.

Inspiration for Future Entrepreneurs
She encouraged students to stay curious and think critically. “Look around you. Find a challenge that hasn’t yet been solved well. If you feel passion for it, invest your time, knowledge, and heart,” she advised.

Her visit reminded us that research is more than statistics – it’s the art of asking the right questions that lead to sound entrepreneurial decisions. And in a world overflowing with data, what truly matters is the ability to listen to the people behind the numbers.

Short Interview with Janja Božič Marolt

How do you see artificial intelligence impacting market research, your business, and marketing strategies now and in the future?
“Artificial intelligence is not yet our co-worker, but it is an assistant. At this moment, it saves us around 5 to 10% of our time – for transcription, translation, idea validation, research challenges, and research planning. Globally, AI is not yet widely used to the extent that it could replace researchers.

The global opinion among researchers is that the structure of investment in research will soon shift. Currently, most resources go toward data collection and less into analysis and consulting. In the near future, this will reverse – more funds will go into analysis and consulting, and less into data collection.

AI is a necessary tool – just like the horse, car, or airplane once were – to get from point A to B, or in our case, from personal interviews to phone and finally to online surveys. It’s an inevitable aid that will become increasingly used, but we must apply critical thinking and ensure researchers have enough knowledge to understand how far AI can be trusted and how to use it.

So yes – AI will play a role, but without knowledgeable people, even the research world cannot (and should not) function today or tomorrow. The day after tomorrow – maybe.”

What advice would you give to students?
“I would encourage them to observe the world around them and their immediate environment – look for a challenge that hasn’t been solved yet or not solved well enough. Keep your eyes open for a business idea that you’re willing to invest yourself in – your time, maybe even your life – and bring it to life with passion, aiming for the highest profit and lowest cost.

And remember: every market research project should cost less than a failed investment.”

As a closing thought, she added:
“Work with your heart, but be guided by your head.”