30Under30 Honouree: Mayke Harkema

Great to hear from Significant Insights Global 30 under 30 honouree Mayke Harkema, Manager at SKIM, who has an impressive track record of work with major global players in both the Pharma and Tech industries. With a passion for innovation and social impact, Mayke has led transformative projects, from improving heart failure patient care to spearheading ESOMAR’s OneDay initiative; shaping the future of market research to drive meaningful and lasting change.

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

I’ve always been the type of person who loves too many things and can’t stand the thought of doing the same thing day in and day out. I need challenges in my work to keep me going. During my studies, I got selected for Research Project Maastricht (RPM), a consultancy institution affiliated with Maastricht University. With a team of 11 other students, I spent three months in Vietnam doing market research for Dutch multinationals and SMEs. That fast-paced, project-based environment was perfect for me—I got to work with all kinds of companies, products, and markets, and I became an expert in so many different areas.

During my master’s, I interned “on the client side” at AstraZeneca, which strengthened my curiosity for exploring the various ‘kitchens’ of different companies on a project basis. My boss at AstraZeneca actually recommended SKIM, their partner in market research. I took the chance and I’m still loving every minute of it! Outside of project work I get to challenge and grow myself through giving trainings and leading the ESOMAR Foundation OneDay initiative and rebranding.

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

Simply put, it’s an exciting way to get exposed to a lot of different industries, experts and real, strategic business challenges. No two days are the same!

Besides that, I feel like companies tend to and have to listen more to their customers nowadays. Gen Z, in particular, isn’t afraid to speak up—This generation wants to be heard, they want to make an impact, and they aren’t afraid to call out brands that miss the mark. As a market researcher, you’re “close to the fire”, helping companies understand consumer behavior and preferences from the inside out. It’s like being on the frontlines of a brand’s transformation. You’re not just gathering data—you’re helping businesses navigate a world where customer opinion holds more weight than ever. It’s insightful, it’s impactful, and honestly, it’s a lot of fun! Guiding companies through these dynamic shifts feels like you’re shaping the future of how brands connect with people, which makes every day pretty rewarding.

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 think everyone hits a moment early in their career where things start to go wrong, and you’re faced with a split-second decision: “How am I going to handle this?” I had one of those moments when my project team wasn’t performing the way we wanted, and emotions were running high. I was frustrated and ready to call someone out, but then I paused and asked myself, “Is this the kind of leader I want to be?”. I realized that positive reinforcement is far more powerful than negativity. Instead of pointing fingers, I took a step back and thought, “What’s really behind our underperformance? How can we solve this together?” That shift in mindset was a huge turning point for me. It taught me that teams thrive on kindness, empathy, and constructive feedback. When you approach challenges with positivity, people are more motivated to correct mistakes and move forward. It’s a lesson I’m grateful for, and one that continues to guide how I work and lead today.

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

When you’re the smartest in the room, you’re in the wrong room. I would encourage junior researchers to keep surrounding yourself with smart, inspiring people. Seek their mentorship and don’t shy away from asking questions and talking about your ambitions. This also goes for the type of projects you work on: get out of your comfort zone and try to get experience in different methods and industries. If you’ve never tried, you will never know where your passion and talent truly lies. Now’s the time to explore!

Do you have any advice for our sector?

Less project-limited work and more partnership-based work. While this shift is already ongoing, I still see clients conducting market research for just a small aspect of their strategy, not leveraging the deeper expertise and industry knowledge that agencies can offer. The result? Data and reports that get tucked away, collecting dust, only for the next generation to come along and ask the same questions all over again. As a researcher, this can feel frustrating and limiting. What I’d love to change is moving away from unconnected primary market research. Instead, I want clients to see agencies as true strategic partners—leaning on their experience and insights from previous projects, allow agencies to think along, not just on that one aspect, that one project, but broader; making sure market research really builds strategies and is not just repeated over and over again.

I do realize this might sound like “let’s sell fewer projects,” but in reality, it’s about creating more meaningful work. It’s about quality over quantity. When agencies and clients collaborate on a deeper level, the research becomes richer, more engaging, and ultimately more valuable for everyone involved. That’s the future I’d love to see for our sector.

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’ve been the lucky beneficiary of many people’s kindness and willingness to take a chance on me. First, a big thank you to my former team lead, Ana, for her guidance during my first year. Her support helped me find my footing and grow within the company. To all my coworkers, your warmth and positivity make our work together something I truly enjoy. I’m also grateful to Marcel, who has been an incredible mentor and advocate, always encouraging me to push forward and be authentic. Fabienne for ensuring my move to the US was a soft landing and for being there as a true GPS, helping me navigate a new environment with ease and confidence. And finally, thank you to SKIM’s leadership for trusting me with the opportunity to relocate to the US office, an unforgettable experience that has allowed me to embrace new challenges and broaden my impact.