Thought leader spotlight: Rachel Arndt

August 5th, 2019 | Rachel Arndt

Behind the data are our world-class thought leaders. Over the next month, we will be introducing you to the people responsible for Comperemedia’s industry expertise. 

Rachel Arndt, Senior Research Analyst

Rachel Arndt is a Senior Research Analyst at Comperemedia, specializing in telecom and technology.

Q: What topics do you specialize in? 

A: I cover mostly telecom and tech and, when I can get away with it, food. Across sectors, I’m interested in brand voice and personality and how those inform notions of “authenticity.”

Q: How did you get to where you are now? 

A: I’ve been writing and researching for my whole career, though most of that has taken the form of journalism. I got my start covering tech for Fast Company and Popular Mechanics, took a break to get MFAs in creative writing and poetry, and then jumped back into journalism. After my inkling that what I liked most about journalism—writing, research, and playing with data—merged with my growing desire to dig more into consumer habits and marketing trends, I made the leap into full-blown research. And now here I am at Mintel!

Q: If you could have lunch with anyone in your industry, who would it be and why? 

A: John Legere, so we could talk about T-Mobile’s successful positioning as the “un-carrier” and so I could try some of the recipes from his slow-cooker cookbook (and be convinced (maybe) that slow cookers are better than ovens). And if John were up for it, I’d invite Cardi B too, so she could teach us her mastery of social media and self-promotion. 

Q: Tell us about a brand campaign or shift in strategy that has recently caught your eye?

A: I’m fascinated by the way 1970s-aesthetic typefaces have taken hold, popping up everywhere from Marcus’ advertisements to Instagram brands’ posts to Chobani’s logo. It’s a forceful shift away from sans-serif, Helvetica, everything is strong. Why are we nostalgic for the ’70s? And why is that nostalgia manifesting in visual branding and marketing, especially marketing aimed at millennials?

Q: What is your favorite part about your job?

A: The supportive and intelligent people at Mintel make this a wonderful group to think with and collaborate with—and, in turn, to learn from. I’m grateful, too, for the freedom to pursue new topics. And I love our passion for data.

Q: Last but not least- tell a fun fact about yourself. 

A: I wrote a book! It’s a collection of essays, called “Beyond Measure,” that came out in 2018. I highly recommend it. In it, you can read about another fun fact about me: I do judo.

Rachel Arndt

Rachel Arndt

Rachel Arndt is a Research Manager leading a team of analysts who deliver reports across industries to support clients with competitive insights. Rachel also researches and writes about marketing and industry trends. Her first book, Beyond Measure, came out in 2018.