Opinion: My First Job

Media researchers aren’t rocket scientists - unless of course they are Andris Umblijs, Initiative Media’s ’econometric analyst’.

Media researchers aren’t rocket scientists - unless of course they

are Andris Umblijs, Initiative Media’s ’econometric analyst’.



Latvian-born Umblijs made microchips for the USSR’s secret space

programme, no less. In 1991, the Soviet Union collapsed and Umblijs, who

speaks four languages, was hand-picked by US Congress to study for an

MBA in America.



He decided to settle in the decadent West for good, later landing a job

in the UK as a business analyst for Kellogg. He joined Initiative Media

last year.



’I specialised in making chips that would cut down on noise, and detect

and amplify signals in space,’ Umblijs explains. ’In a way, it was just

like what I do now. Here we detect advertising signals among the noise

of everyday life and use mathematical methods to measure consumer

response to those signals.’ Blimey.



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