30Under30 Honouree: Cheryl Kwok

Great to hear from Significant Insights Global 30 under 30 honouree Cheryl Kwok, an experienced researcher, project manager, and business strategist specialising in the cultural and creative industries, who is passionate about bringing together culture and creativity with research to build sustainable economies, vibrant communities, and colourful lives.

So, how did you get into the industry, and take us through how you got to this point?

I studied Music at the University of Cambridge and have always enjoyed the process of academic research, but I was quite sure that I didn’t want to be an academic. I later did a Masters in arts education and digital cultural policy at King’s College London; this focus on policy was my first foray into understanding how research could contribute to solving larger societal problems at a state/government level.

Having then worked on research projects requiring strong public/private sector collaboration with clients such as UNESCO, and held fellowships with the European Music Council and Creative Impact Research Centre Europe, I found myself increasingly drawn to the workings of the private sector and, specifically, was interested in how research could be used as a mechanism to create successful businesses.

My current role at Sound Diplomacy is a convergence of all these things – my love for music and the cultural and creative industries, interest in research, and passion for problem solving!

Why should anyone consider a career in market research, data and insights?

A career in market research, data, and insights is great for those who are big-picture thinkers and who enjoy solving problems! Deconstructing a problem, going out to collect data, transforming that into clear actions and plans, and then witnessing change happen is a very rewarding process.

Career paths are rarely without challenges. Can you share an honest moment from your career when things didn’t go quite according to plan, but the lessons remain with you to this day?

I’ve always felt the need/pressure to specialise – to figure out what ‘one thing’ I wanted to stick to and be known for, and to really hone my craft in that area so that I would become an ‘expert’ my early career therefore consisted of many long nights of searching for this illustrious ‘one thing’. However, the more I advance in my career, the more I feel that having a diverse set of skills and experiences has only been a benefit that has cultivated my own approach to solving problems. Jack of all trades, master of none, though oftentimes better than a master of one this is something that I still have to constantly remind myself!

What two things should junior researchers focus on as they progress in their careers?

Being willing to learn is one of the most important traits researchers can have. There are lots of debates associated with market research and insights – what the best methodologies are, how data can be best presented, how to ensure that insights are actionable etc. – and the truth is that there is no one best way and that these methods keep changing. I’m a firm believer that there is always something new to learn, so my goal is to always treat every project as a learning opportunity, and to constantly remain open-minded to new approaches.

Another important trait is to be versatile. Having a diverse skill set is always handy in terms of responding to different scenarios, and I also often find that understanding and being able to execute at every stage of the research process – including the client-facing side of the research too – is incredibly beneficial in terms of both self growth and opening more doors.

Do you have any advice for our sector?

The breadth and variety of projects we get to work on render our industry exciting to work in. However, the project-based nature and ‘objective outsider’ role our work is expected to embody can often feel like we’re being ‘helicoptered’ in to deliver data and insights, with limited agency/say over its follow-through.

This has, at times, led to loss of momentum/impetus and progress, lessening the potential for change to be implemented, and impact to be felt. Of course, factors such as funding and politics do come into play, but time and trust is ultimately required to create impact – I would therefore advise our industry to advocate for ways of working with clients that foster longer-term partnerships that deliver more powerful, and sustainable impact in the businesses and communities we work in.

And do you have anyone who has helped your career so far that you’d like to acknowledge and say thanks or give a shout out to?

I’m very fortunate to have received help from lots of different people over the years, but Jett Glozier and the entire team at Sound Diplomacy have been instrumental in my career thus far as a consultant – I’m grateful to work with a very bright team that pushes me to be better everyday.