The Lion's Roundtable (Guest: Danny Monistere)
Download MP3Discussing topics of interest to the university, Hammond, and the surrounding communities. This is the Lion's Roundtable. Now, here's your host, Doctor. Amber Narro.
Dr. Amber Narro:Good day, good day. This is Amber Narro on KSLUs ninety point nine FM The Lion. I am here with a new friend. I've got Danny Monistere with me. He is a local Hammond legend, moved to Dallas, is hanging out there with the Nielsen people.
Dr. Amber Narro:Also teaching some classes at Collin College and doing marketing research and writing books and has graduated from Southeastern not too too long ago, right? And he's here for homecoming week. Thank you for for coming, for sharing your talent with us, and for loving Hammond. Welcome, Danny.
Danny Monistere:Thank you, Amber. It's great to be here. Always wonderful to be at Southeastern.
Dr. Amber Narro:Wonderful. Wonderful. So glad to have you. Alright. You have just recently published a book.
Dr. Amber Narro:We're gonna start with that. Okay. Right. You published a marketing book recently, but you've also published a book called Executives on the Run, and I've been kinda toying through those this morning and learning a lot about you more than anything or before I even started looking into the book. So tell me about...
Dr. Amber Narro:Let's talk first about Executives on the Run and this book that you have published.
Danny Monistere:I'm happy to, especially because the idea Executives on the Run has its roots here at Southeastern. Back in 1987, I was a graduate assistant at the Small Business Development Center. Doctor. Tom Griffin was the director of the SBDC at that time, and one of the functions was to offer seminars on business topics for local businesses. So, I went to talk Doctor Griffin and I pitched executive health because if you have good health, you will be more productive, less absenteeism, and Doctor Griffin approved it.
Danny Monistere:So, we worked with the local hospital. We offered the seminar that I named Executives on the Run, and it was relatively successful. But that's what planted the idea. And so over the next almost forty years, I'd continue to research the topic, I would follow different trends, whether it was diet related, exercise related. I mean, if you think about all of the different things that have been popular, have fallen out of favor over the past forty years, It's interesting to follow, but what you'll notice is that there are certain just truisms that exist in those underlying concepts.
Danny Monistere:And so I took all of that research, lived experience, the principles of that book I have certainly lived for the past forty years to to maintain my fitness, to continue to be effective in
Dr. Amber Narro:the business world, and it culminated with the book Executives on the Run that was published last month. I gotta imagine you talk a little bit about leadership in this this book as well, right? And how... I mean, any of us who... I walk daily.
Dr. Amber Narro:I'm... My husband and I walk, and it is something that has become part of the fabric of our relationship, You know? Are you getting home early enough to walk? When do we walk? What's...
Dr. Amber Narro:The walk walk is said more in my house, I think, than eat at this point. But Jake, it it it just kinda got into it, lost 40 pounds when we started walking. You know, he's feeling that as, you know... And he's trying to extend his his athletic career, you know Mhmm. Through golf.
Dr. Amber Narro:And he is... He loves how he feels and and what it's done for him. But it's also really kinda bonded us because we we walk together and we talk and we, you know, kinda get rid of the things of the day. I'm not a runner, but the walking situation really just kinda clears our head a little bit. I've got to imagine that's some of the things that you talk about in your book.
Danny Monistere:Oh, absolutely. In fact, that's one of the concepts, is that it talks about a framework for fitness. Because while running is what I love and walking is what's effective for you, there are so many other things that are effective for people, and if they enjoy it, then they'll continue to do it. So as long as you apply the framework that addresses the three main areas, because for your fitness to be effective, you have to have duration, how long are you working out, frequency, how many days a week, and intensity. You have to increase your heart rate to a certain level in order for your body to reach what's called a training effect.
Danny Monistere:You can do it through walking, through running, through playing tennis, as long as you're elevating your heart rate. And then you talk about those benefits. So the book does talk about the benefits. The reason why I use the Executive on the Run nomenclature was because I tried to use business concepts throughout the book and relate it to fitness, whether it was a BPI concept. Within BPI you talk about a minimum viable product.
Danny Monistere:Well, an executive that's on the run, I talk about a minimum effective dose. If you have a hectic schedule coming up, you're in homecoming week right now, so instead of just putting your health on hold for a week, what's the minimum you can do to maintain your health through that hectic time until your schedule returns to normal? And so that's where I try to combine a business concept with a health concept and I'll lace those concepts throughout the book. And then instead of using chapters because I'm a runner, each chapter's named the lap. So the introduction's a warm up lap.
Danny Monistere:I have eight laps instead of chapters, and then I have the cool down lap as the conclusion.
Dr. Amber Narro:Love that. Danny, I I appreciate you saying that you have to kind of you know, understand that your time's almost in buckets. Right? Like, you... Like this week, I just gotta get through this week.
Dr. Amber Narro:I gotta get through Saturday. Sunday, I've got... You know, my daughter's coming over. She's just finished with some schooling. We're celebrating that.
Dr. Amber Narro:We're very excited. She's a licensed esthetician now, and this is something she's wanted to do for forever. So we're all celebrating that. She's also about to make me a four time grandmother in, in November with our first girl. Very excited about that.
Dr. Amber Narro:But... So we've got a lot going on this weekend. Right? And then my husband goes out of town on Monday, and then I've got a full week of work next week. You know?
Dr. Amber Narro:When, and I'm still gonna pry... My walk because it's so important. Right? And I think that that, I think that getting started is probably our scariest part. Right?
Danny Monistere:Yes.
Dr. Amber Narro:Yes. Because you're like, well, I don't have time to walk. Well, I don't have time to do that, and I don't have... Like, if I hear another person say, I don't have time to do whatever, you know, to take care of themselves, I'll pull all my hair out. Right?
Dr. Amber Narro:And I bet that that's... That is double for you having written a book like this and understanding what it truly does when you just force fit. Yes. That fitness into your life.
Danny Monistere:And and not only is it about scheduling because in business, what gets measured is what gets done.
Dr. Amber Narro:Yeah, 100%.
Danny Monistere:There you go. And so in fitness, as long as you measure it, then the odds are that you've increased the probability that it'll get done. But then let's go back to minimum effective dosing.
Dr. Amber Narro:10,000 steps, Oh, it's making sure that you have your 10,000 steps.: 10,000 steps,
Danny Monistere:but then when you break it down to can you just fit twenty minutes of vigorous activity, when you tell people that that's the minimum that you need for your body to react, I think we can find twenty minutes somewhere throughout the day. So as long as you schedule it, as long as you prioritize it... Thankfully, I'm a morning person, so my workouts are in the morning, and I encourage people to do it first thing. I think it was General McRaven at University of Texas, he was giving a commencement speech, and he talked about making your bed first thing in the morning because you get that first thing accomplished and that momentum carries over into the day. Well, make your bed, get your workout, and now you're set up for a great day because you've gotten that workout in.
Danny Monistere:And if your schedule is coming off the rails, get that twenty minutes in because you know that you've positively affected your body. You've prepared for the stress, and isn't it interesting that when your schedule comes off the rails, that's when it's at the highest level of stress, and that's when you need fitness the most.
Dr. Amber Narro:Ah, that is... But then I don't have time and I don't have... You know? Yes. So you hear that, absolutely, and I appreciate that, and I think that we as a as a society right now have just adopted that I don't have time for our opportunity to do the thing that we'd like to do more in that, in that time span or in that twenty minutes.
Dr. Amber Narro:Exactly. Whether it's sleep or drink coffee or whatever, you're prioritizing something.
Danny Monistere:Yes.
Dr. Amber Narro:And I talk to my students about that, our freshman students about that, and I tell them, you know, you need to get involved on campus. You need to make a network. This is where you're gonna make your network. Right? So Exactly.
Dr. Amber Narro:Get involved in organizations and clubs and activities while you're here. And the first thing that they say is I've gotta work. I'm like, that's great. I appreciate that you have to work. Okay?
Dr. Amber Narro:But right now, like, if you figure out how to give me an hour of your time a week, you're gonna get back... That back in spades in your in your salary when you leave here because of the network that you've put together. Absolutely. And it's waste... Worth way more than the $20 that you're gonna make in that hour.
Danny Monistere:It... It's all about prioritization. And when they go out into the work world, they're gonna be working there as well. And so the networking will still be important. Maintaining your fitness will be important.
Danny Monistere:Quality time with the family will be important. And so if you prioritize that, if you schedule that, then the odds are that you will accomplish that. And so it's all a matter of priorities, it's all a matter of scheduling. I can tell you right now, I've got a 16 year old, he's my youngest of three sons. He's in musical theater and he has such a jam packed schedule between school, between he he just made the musical that's coming out.
Danny Monistere:Yeah. In January, just finished the fall play. He's in choir. He's in performance choir. Right now, he's in New York interviewing at NYU to see if he And can get an he he is...
Danny Monistere:I keep... We... My wife and I continue to emphasize to him that you have got to prioritize, you have got to be disciplined in your schedule. And as much as you wanna scroll on Instagram, it's gonna come at the expense of something else.
Dr. Amber Narro:Mhmm.
Danny Monistere:And so he's learning that. I mean, at 16 years old, he's far more disciplined than I was at 16 years old. I didn't have the schedule that he has now, but that's the reality that today's teens are living in, and that's carrying over into college and it's absolutely going to carry over into their professional life.
Dr. Amber Narro:Indeed. You know, often do like little math problems with my students and I'm like, okay, so, you know, 20 an hour, let's pretend you work $20 an hour, right? I don't know if that's high or low for what some of these students are doing at their at their jobs right now, right? But, $20, let's just say you made $20 that hour. If you gave me that hour back for school and let's just use 52 because it's an easy, you know, or 50 because it's an easy number, that's a thousand bucks a year, right, that you're giving me back for for your, for what you're doing, right?
Dr. Amber Narro:So when you use that math and you look at it and you go, okay, well maybe, maybe, just maybe a thousand bucks a year I could give that back for the network that I'm gonna get on the other side of this. That's a lot, right?
Danny Monistere:I'm sure that the benefit is going to exceed that thousand dollars that they've foregone as a result of that. And that's a great exercise to take them through. I tell my youngest, life is a series of tradeoffs. When you do this, you give up on that. And you're emphasizing the right thing.
Danny Monistere:You're foregoing $1,000 but is that per year. Right. And is that trade off far more favorable? And the odds are it is.
Dr. Amber Narro:Indeed. Indeed. I agree. Because you're gonna meet somebody. You know, I try to explain to them about and, you know, Danny, let's let's talk about it because I know you've got them.
Dr. Amber Narro:Right? The network that you had here at Southeastern, you wouldn't be back here but for that network. Right? For your family or the people who are around you. I mean, I sat in the press club here at Southeastern.
Dr. Amber Narro:I sat next to people who are award winning journalists, who are... Got a New York Time bestseller in my phone right now who I call and say come and talk to my class, you know, so like... And she calls me to build websites for her because, you know, the... Whatever. So there is...
Dr. Amber Narro:There's a trade off for that professionally that has been, you know, so beneficial for me. I helped, I wrote a review for one of her books. There's been, like, there's been several things that I've gotten out of this professionally and not only that, just this great wonderful friendship with her that just fills my soul. And so talk to me about some of the relationships that you developed here at Southeastern because of you being plugged in and doing things like researching and being a GA and being involved on campus?
Danny Monistere:I'll tell you the most obvious one, and I had no idea at that time. So I've already mentioned the Small Business Development Center, I was Doctor. Griffin's GA. One of the things I didn't realize about pitching him on the Executives on the Run was I identified a need, I found a way to fill that need, and by going and pitching that idea to him, it differentiated me from the other GAs at the SBDC. I was also the only marketing undergrad in the SBDC, and so while everyone else was accounting and finance and helping people with small businesses with loans, I didn't really know what I had to offer.
Danny Monistere:So I realized that businesses would come in and they wanted to know who their target audience was or how large was the market that they were trying to tap into. And through a series of secondary and primary research, I helped them answer that question. I saw a need, I filled that need, and in the process it differentiated me from the other graduate assistants. Again, I thought I was just doing my job. So, you you talk about working, I worked as a graduate assistant at the SBDC and then I had a weekend job and so Doctor Griffin came and saw me at my weekend job and he said, You know what, I'm consulting for a company that does radio research, you're getting to the end of your master's program, do you mind if I give them your name for a job opening that they have coming up?
Danny Monistere:And I'm like, wow. This is great. So, my entry into this industry was because of the network I had built at the SBDC and Doctor Griffin saw enough of my work that he was comfortable referring me to them. Now at the same time, I've had so many, that's the great thing about Southeastern, you know your instructors, your instructors know you, And so I've had so many mentors, Doctor. Button, Doctor.
Danny Monistere:King, Doctor. Gibson, Doctor. Lipscomb, Doctor. Wright, I can go on. And those people contributed to part of my network.
Danny Monistere:And then you go out into the work world and that continues. I remember as a kid reading the book by Lee Iacocca, and he talks about the different people that he grew up with that were captains of industry, heads of companies, and I thought to myself, wow, I didn't go to high school with those kind of people. But then as you start to develop your network and people progress through their careers, you start to realize that you are developing those kinds of contacts, people who are CEOs and people who are research directors and captains of industry or whatever you And would so it's a slow process. Here I am forty years later after Southeastern and building that network has paid off. In my book, Executives on the Run, I ask different people to contribute to the end of the chapter to give their personal perspective.
Danny Monistere:I have Matt O'Grady who is the the president of, Dun Humby. I have my brother who is the CEO of General Informatics. And those are... Well, my brother doesn't count, but those relationships are people that...
Dr. Amber Narro:Well I guess it is, know, people don't, not everybody gets along with their siblings.
Danny Monistere:That's true, that is true, so I am fortunate there. Then in my marketing...
Dr. Amber Narro:I do, I'm good. You're good, so... My brother's awesome.
Danny Monistere:But in my marketing textbook I talk about the history of marketing research and George Ivy, the director of the media rating council contributes to that. Dan Greenberg, president of Norm Heck Research contributes to that. So I was able to tap into my network in order to give additional insights on the subjects that I was trying to develop or trying to discuss because I felt that they could add additional insight to that. And then it's also... You don't know how you'll personally benefit from that as well.
Danny Monistere:So I don't think that you can underestimate the importance of developing a good network.
Dr. Amber Narro:Absolutely. Danny, tell us a little bit about your, you you started kinda mentioning your career path here going to Nielsen, starting to work with them. You mentioned to me before the show you kind of started digging into radio at that time as well. Tell me about your career path that kind of took you to Dallas. I mean, from Florida to Dallas.
Dr. Amber Narro:That kind of a long way, you know, especially for those of us who just kind of like to drive around Hammond.
Danny Monistere:And especially since it was via South Florida, then Tampa and then Dallas, so it wasn't But a circuitous as I said, Doctor. Griffin recommended me to interview for a physician. Birch Radio was the name of the company. There was a Dutch company that at the time was, they were buying up small research companies in The U. S.
Danny Monistere:So Birch Radio was the biggest competitor to Arbitron and at the same time they bought Scarborough Research and then they merged the operations of the two. So my first exposure to research was via radio ratings and multimedia ratings. And then from there I worked with a company in Houston, The Media Audit, that did multimedia ratings. From there I went to a small startup that did cable ratings, and this now encompasses about thirteen years of experience in the industry, and that's when Nielsen approached me about coming to work with him. And again, that was based on a network that was built because by that time I worked with Paul Donato, who had been at another research company, he went to Nielsen based on the area that he was heading up, he needed someone that had MRC auditing experience, and that had been my background to that point.
Danny Monistere:And so twenty five years ago I went to Nielsen, and to me that was a no brainer decision because if you want to be in media research, Nielsen is the Super Bowl of media research. The subject matter experts that we have at Nielsen is absolutely amazing. And I started out at their operations center in Oldsmar, Florida, and then based on work that I was doing for Nielsen at that time, my family and I moved to the Dallas area and we had offices in Dallas and that's where I'm
Dr. Amber Narro:at now. Very good. So where'd you meet your bride then? Where does she come into play?
Danny Monistere:So we met at the Oldsmore office at Nielsen. We were one of many Nielsen cups, so we have so many of those that we have a saying for that at Nielsen.
Dr. Amber Narro:And Narro and I met at work Oatmeal Country Club. I was working in the kitchen while I was going to school at Southeastern. That
Danny Monistere:is great. Yeah. So we met in the hallways of of Nielsen and you know, one thing leads to another.
Dr. Amber Narro:Sure, and three sons later. House in Dallas, you're a happy guy.
Danny Monistere:Exactly, absolutely am. Wonderful. But Nielsen is great because I mentioned Arbitron, we acquired Arbitron about fifteen years ago, and so we rolled them in under the Nielsen name. In my time at Nielsen, we've gone from a digital conversion into television, we've gone from regular cable, satellite, and over the air delivery to now streaming, we've seen all the technological advances that have happened and our measuring systems have had to keep up with those technological changes. On the radio side, you have podcasting, you have streaming as well.
Danny Monistere:There's so much more content competing for our attention. I remember when I would present to southeastern classes fifteen years ago and I would say television has the lion's share of the advertising pie and digital is rapidly approaching television, but I think it's going to be a while before they exceed television. That's not the case anymore. Digital advertising is the number one medium.
Dr. Amber Narro:When did that happen? That happened Just to challenge your time span here.
Danny Monistere:Now we're going have to challenge my memory because I want to say that it was about ten years ago that digital in aggregate surpassed television. When you break down...
Dr. Amber Narro:When you say aggregate, what do you mean by that?
Danny Monistere:Well, have to break down the components of digital because you have digital search, you have digital banner ads, and digital search is the biggest because when you go through and you do search and those paid ads come up first, because they're so highly targeted, those are some of the more valuable advertising. So that segment is very valuable. And then you have your banner ads. Now you have your electronic retail media, so because of the retailers that have high traffic, their websites are very valuable advertising mediums as well as their in store component, and that also goes under digital. Now with AI, AI has been, they've had free versions for us, but they have to get their investment back, and you're going to start to see advertise, I'm already seeing advertisements on some of the AI engines that I'm using that when I have a, I research a certain topic, it will give me an advertisement related to that topic at the bottom.
Danny Monistere:So I think that we're going to see digital continue to expand. Television, their pie has been decreasing, but that's also because streaming's being broken out and the the traditional media, they are, they have their regular properties and they have their streaming properties. So, that's how they're keeping their advertising intact but you still have the new players, the pure streamers, YouTube, Netflix, Amazon. They were initially a subscription model, but now they're adding advertising to expand their revenue and that's now competing with the ad dollars for television. So there might be $280,000,000,000 in advertising in The U.
Danny Monistere:S. But that pie is, there's heavy competition for how big of a slice of that $280,000,000,000 I'm gonna get and then within that slice for the medium, there are the players who are competing for their piece of that pie.
Dr. Amber Narro:We often talked about that in communication when I was teaching and I haven't researched in this area in a little bit because I've moved over to Honors and been working with that group for several years now. And the market and realizing when I'm saying this also too, like as you just mentioned, the market's changing rapidly right now not only based on the types of media that we have, but also the time that we're in, you know, post COVID and how people are consuming and the whole thing. So I will, you know, admit before I say this that I'm a little out of touch with how people are getting their information. But when I'm... So my question on this may...
Dr. Amber Narro:It might feel a little dated and when I used to teach, you know, Intro to Media, we used to talk about that GDP, right? And how much that advertising was not really moving on that, it was just where are you putting your dollars and it sounds a lot like what you were talking about right now that companies aren't necessarily investing more, they're just making decisions on what still at the time?
Danny Monistere:I think that that's what you're seeing across different advertisers. They have an amount that they're going to spend on advertising.
Dr. Amber Narro:Right, budgeted And
Danny Monistere:whether it's their analysis or the advertising agencies that they work with, they then determine what the media mix is going to be. And they're looking at the effectiveness of the media, they're looking at the target audience that's typically on that media, and that's how they make their decisions. And right now there's more ad dollars being allocated to digital than to television because right now we know that broadcast television is aging and so if you want to reach a younger audience, you typically have to go to digital properties. That's where you can find the younger audiences. Social media, oh, social media advertising also falls under digital as well, and you've seen a significant increase in social media advertising.
Danny Monistere:So the other thing though that's interesting is that before the additional screens, the average human consumed four and a half to five hours of television content per day. Now that you can consume content on your phone, on your computer, on your television screen, we're now exposed to nine to ten hours of content per day.
Dr. Amber Narro:So the amount of time So that could literally double.
Danny Monistere:Exactly, exactly. So that creates more advertising opportunities.
Dr. Amber Narro:And more of a reason why we need to get out and walk. Absolutely. And doing twenty minute workouts.
Danny Monistere:Yet another reason to make sure that you're investing in your fitness.
Dr. Amber Narro:Yes, so more time... Oh wow, I'm sorry, I didn't mean to interrupt you.
Danny Monistere:No, no, no, that's all right because it's such a staggering statistic to know that we are exposed to ten hours of content and there are all of the media that's competing for our attention. Used to, if you wanted to watch television, you had to go home to watch television. That's not the case now. You can just pull out your phone while you're waiting for your child to get out of soccer practice and you can watch television if you'd like, or you can listen to radio, or you can stream something. And so the available time has expanded, the media choice has exploded, and as a result, you're seeing a lot of fragmentation across all of these properties.
Danny Monistere:So we're typically consuming more content for shorter periods of time, and the other thing that I think is going be very important in the near future is that we measure tuning, we measure viewing, we measure exposure. Engagement is going to be the next thing, especially with this younger generation. Even if they're watching the big screen, they're also on the small screen. And so the advertisers are going to want to know what's the engagement level with that content, with their advertising to understand the value of it. And as technology continues to evolve, I think that Nielsen is well positioned to measure engagement, and that's where we're going to start to see a movement within the industry as how advertisement's valued.
Dr. Amber Narro:That is so interesting. Oh my word, thank you very much for that. I feel like I've gone to school this morning. So thank you for that. I appreciate it.
Dr. Amber Narro:I'm definitely going to use some of this in my conversations with students for sure. I'm glad that's helpful. Yeah. And you know, I mean, you just realize it's... And we knew this without saying it, right?
Dr. Amber Narro:But I feel like I just kind of realized how much time that we're on screen, right? That we've doubled our time and then with you also saying that it's in shorter segments, it feels like we can't put it down.
Danny Monistere:Right.
Dr. Amber Narro:You know what I mean? Like when you put those two things together that we've doubled our time and we're watching more of it in shorter segments, that means that we're doing it all day long.
Danny Monistere:Exactly. Exactly. And and because with those with those short segments. With those short segments, you're getting those dopamine hits and so then you want to watch the next.
Dr. Amber Narro:The reals. Little little. Exactly. Exactly.
Danny Monistere:That's that is it. And that's every parent's fear right now. It's like how how do you control that? How do you manage your child's screen time? I thought
Dr. Amber Narro:it was my husband. I
Danny Monistere:can only imagine how many households this is the conversation because it... This generation consumes content totally differently than our generation consumes content. And even saying that, you can still see changes in your behavior because we we also consume short duration slips, not as much as the younger generation, but but those habits are are changing and and it's a result of technology.
Dr. Amber Narro:Right. That's amazing. Alright. We didn't even get to touch on your new book that you've got, which is your marketing book that you... Your marketing text that you're...
Dr. Amber Narro:That you've put together. So let's chat about that as we're kind of closing out here as well.
Danny Monistere:That book actually came out last week and the reason for that was that I teach adjunct at Collin College. One of the reasons why I teach at Collin College is that there's a high percentage of first generation college students, and as a first generation college student myself, I understand how difficult it may be to transition into a university. And so I feel like I can play a role in helping them transition into those types of classes by offering very practical ways to understand the subject matter. So I get to teach principles of marketing, marketing research, and advertising and promotions. And I noticed that the marketing techs that I work with seem to have a lot of fluff, and my goal, especially at a college as small as Collin College, was to make sure that the students could walk out of that class and if they wanted, they could perform very basic research.
Danny Monistere:And so I wrote a textbook that deals only with the fundamentals of marketing research. It follows the two years of class presentation notes, my decks that I used, I was able to consolidate all that material and create a textbook out of it. So Tuesday my class starts, they're typically eight week classes so it's a compressed period of time. I'll tell the students up front, we're going to have an eight week sprint and you're going to know how to perform marketing research at the end of this eight week sprint. And that book, not only does it help with their understanding, I believe that it's a practical guide that they can keep with them should they choose to go into marketing research.
Danny Monistere:Tuesday our class starts. This will be the first time that we get to use the textbook, so I'm very excited to see if it accomplishes the objective or if there are any gaps that'll have to be filled in the second edition, so we'll know very soon.
Dr. Amber Narro:That happens, that's why there are second editions to make them better, right? Yes, yes. I teach leadership at UT Dallas and I've, you know, I mean, as you know, sometimes it takes some time to get things published, right? So I was teaching out of a text in twenty twenty two ish that was published pre COVID, right? And you knew that the research was about to change in leadership.
Dr. Amber Narro:You know? COVID changed the workplace. COVID changed the way that leaders are, employee expectations, pay, and the whole thing. So I I kept telling him in 2023, I was like, look, y'all. I know I'm I'm giving you almost old information at this point, but the new stuff hasn't come out yet, know, and just recently we've started seeing some really good research texts come out or leadership texts come out that do address COVID and kind of turn some of the leadership around on that.
Dr. Amber Narro:And I've been very interested in looking in that. So I'm excited for you that you have this text that is post COVID because things are so different now than even they were in research, in marketing research, I'm sure that you guys have dealt with that at Nielsen as well in the different way that people can consume after COVID. So...
Danny Monistere:Oh, absolutely. Between the the way they consume content, that's what really was the root drive or the the the driver of the explosion of streaming. Was COVID. I I mean, look at the way that changed our viewing habits. As you said, from how you manage a workforce, the expectations that people have about work from home versus going into an office.
Danny Monistere:So many things have changed, and then there's always the technological changes. First company I worked at, we did 100% telephone contact in order to interview people with a survey that took about seven and a half minutes to complete. There's no way you can do that today. Yeah. If I don't recognize the number on my cell phone, I just let it roll over into voicemail.
Dr. Amber Narro:Yeah.
Danny Monistere:And so the contact methods in research have changed as technology has changed. And it's a constant battle, but it's also very interesting because if you enjoy challenges and if you enjoy finding innovative ways to address those challenges, then you're in the right industry. And so I think there's an old Chinese proverb that says, May you live in interesting times. We're definitely in interesting times right now.
Dr. Amber Narro:Word. Indeed. Indeed. This has been such a joy to sit down and chat with you today and kind of learn from you this morning. I've really enjoyed our conversation.
Dr. Amber Narro:Thank you so much for coming I here
Danny Monistere:appreciate you having me here, and like I said, anytime there's an opportunity to come to Hammond, to be at Southeastern, it's always a joy.
Dr. Amber Narro:Well, when you're here, you look me up. We'll do this again. Sounds good, Amber. I love it. Thank you for coming and I'll be in touch with you because I want you to come and talk to my classes.
Dr. Amber Narro:So, I appreciate you. I've been here speaking with Danny Monistere, Southeastern graduate, 1987.
Danny Monistere:'7. '88.
Dr. Amber Narro:Very good. I was gonna call you 1988, but, thank you so much for joining us, and it is homecoming week here at Southeastern. I'm sure you're gonna be here tomorrow for all the things, so thank you for being in town for that and celebrating our Lion's and this beautiful university that we are both, graduates of. So I appreciate you coming in and sharing with us. Thank you also for listening here on ninety point nine FM, The Lion.
Dr. Amber Narro:You've been at the Lion's Roundtable today with Danny Monistere. Fantastic interview. Look forward to having him back soon. Y'all join us again at 09:00 on Thursdays and Fridays mornings. Fry...
Dr. Amber Narro:Thursday and Friday mornings. I'm Amber Narro. Y'all have a great day.
Todd Delaney:Thank you for joining us today. If you missed any part of the show, you can listen to the Lion's Roundtable on demand at our website, lionupradio.org. The podcast version is also available for download from Amazon, Google, Spotify, and TuneIn.
