30Under30 Honouree: Lily Nawara

Great to hear from Significant Insights Global 30 under 30 honouree Lily Nawara, an Insight Manager at FlexMR, who works on leading in-depth research agendas with clients, connecting businesses across sectors to their customers and embedding the voice of the customer into decisions across industries.

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

I joined the market research industry straight out of university after earning a Social Anthropology degree with research focused around consumer-built communities on online second-hand clothing applications.

My interest in market research came from the fulfilment I found after dedicating nearly a year of my life to unravelling complex consumer behaviours around online thrifting and giving voice to the way individuals engage in markets by creating their own brands. The origin of my passion for the insights industry is still very important to me today, and it continues to shape my perspective on research and stakeholder activation.

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

If you’re like me, you’ll decide to pursue an insights career to amplify the voices of other people. You’ll find satisfaction in uncovering behavioural patterns and investigating why others are driven to act, buy, and engage with certain brands. I think that even if you don’t have that basis of curiosity, considering a career in market research is a worthwhile venture, because of how interesting insights can end up being.

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?

As someone who not only comes from a background of research, but is quite interested in designing and fielding projects, I always assumed the active researcher would be the role I stuck with because I enjoyed it so much. However, I have slowly taken on more responsibility, leading client calls and following-up with strategic projects to make sure stakeholders are utilising insights in the business. I was then offered the chance to brainstorm insights plans and begin pitching to new clients. As our company grew, I eventually took on the role of Insight Manager, a position I was extremely thankful and excited to step into.

While I loved having the opportunity to deepen the relationships I had already built with clients as a Senior Research Executive, this did introduce a new challenge for me as I began to take on more client management. Thankfully, I’ve been able to work with my manager and mentors at FlexMR to adapt to this challenge and make sure my skillset evolves with my role change. Learning new tricks in time management, presentation, and stakeholder engagement have all been key to this transition. I have also utilised my past knowledge in running research to better navigate my responsibilities as Insight Manager, and have now found the same fulfilment in leading accounts.

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

Some of the most important advice that has been gifted to me during my time in market research is to learn and engage with a variety of methodologies, regardless of your favourites. I think this is crucial pass along to others starting out in the field because while it can be intimidating, it is key to avoid closing doors on yourself. Even as a researcher with a preference for qualitative methods, I will often seek out opportunities to design surveys and analyse large sets of data. Switching your focus continuously allows you to pick up new skills and apply yourself in novel ways. It prepares you for unexpected challenges and gives you the chance to uncover unrealised talents.

As a junior researcher, I also believe it is also crucial to make sure that you are able to set boundaries in your work. I think, especially after COVID, concerns around work-life balance are growing. That, coupled with the all-too-often assumption that staying late earns you a promotion and the fast-paced nature of market research, all make for a combination that can quickly lead to overworking and burn out. It’s key to emphasize and maintain a healthy work-life balance. You will never feel more successful than when you are able to separate your work tasks with your everyday. You’ll feel more prepared, be more effective as a worker and, trust me, you’ll still get that promotion.

Do you have any advice for our sector?

I think it’s important to highlight that our sector should continue to be careful and considerate as we move forward. The insights community is currently embracing a lot of change in technology with the advent of artificial intelligence and synthetic data. While this is opening doors to all kinds of new market research applications, it also has the power to move the industry away from a very crucial idea: the person behind the insights. The customer, the consumer, the human being. We should continue to hold space for the person that informs our insights and guides business decisions and not lose sight of the individual. Without them, market research is powerless.

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 think it’s necessary to acknowledge the work that the entire FlexMR research team has done in order to teach and prepare me for this industry; Harriet Williams, for always offering guidance and advice in times of need; Charlotte Duff, for teaching me invaluable skills from data analysis to client management; Matthew Farmer, for passing on his incredible talent in qualitative research; and Gareth Bowden, for assembling such a strong team. Without all of these wonderful people, I wouldn’t have gotten the chance to be the researcher I’ve always wanted to be.