30Under30 Honouree: Rania Benameur

Great to hear from Significant Insights Global 30 under 30 honouree Rania Benameur, a research executive at Opinium, specialising in financial service market research across thought leadership, brand and communications, stakeholder understanding and product and service development.

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

My path into market research is quite an unexpected one. At 8 years old, I wanted to be a Marine Biologist, to get to the bottom of whether mermaids were in fact, real creatures. Curious and driven to make sense of the world, I ended up studying marine biology at uni, and here is where I realised problem-solving and storytelling through data was my passion, no matter the subject.

I came across the job title ‘research executive’ while browsing through a student graduate portal, drawn in by the blend of analytical and creative thinking the role involves and how ‘no two days are the same’. This felt important to me early on in my career, as it’s really hard to figure out what you do and don’t like if you haven’t tried it yet.

I’ve been in the industry over two and half years now and after changing roles a few times, I feel like I’ve found an agency that nurtures and fosters my development. I might spend less time scuba diving these days, but living in London feels like its own kind of adventure – there’s always something new to discover in this city.

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

The UK research and insights industry is a growing industry! In 2023, the market research society estimated the UK sector is worth £9 billion. If you are someone who wants to make an impact and bridge the gap between what people want and what brands deliver, this sector is for you.

Variety is the spice of life! In this sector one week you might be figuring out why young people aren’t engaging with a service, the next you’re helping your client test a new creative campaign. At its heart, it’s about being endlessly curious about how the world works – from why people choose certain brands to what makes communities tick. The industry completely transforms how you see the world – suddenly you’re noticing patterns everywhere and questioning why things are the way they are.

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?

One of my biggest challenges I faced was spending the first 2 years (and some change) working in remote roles. While I loved the flexibility, it was particularly challenging as a junior researcher trying to learn the ropes. You miss out on those casual moments of overhearing how senior researchers handle client calls or watching how they approach analysis and more crucially connecting with people. I found myself second-guessing whether my questions were ‘important enough’ for a Teams message or if I was interrupting someone’s flow with a call.

I moved into a hybrid role now where I get the best of both worlds – I have time at home to focus uninterrupted and time in the office where I can learn so much via osmosis and build rapport with my colleagues.

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

If you don’t have a seat at the table, ask if you can pull a chair over:

Working for a busy, thriving agency means your line managers might be too caught up in day-to-day work to focus on your development, or they might worry about overwhelming you. My biggest piece of advice at the beginning of your career is to be proactive – ask to join that kick-off call, sit in on the debrief, or have a go at drafting the questionnaire. The worst they can say is no, but more often than not, they’ll appreciate your initiative.

Attend networking and industry events:

Especially the face-to-face ones. At first, they feel a bit like the first day of high school or uni – What am I going to say? Will anyone want to talk to me? The wonderful thing about our industry is researchers are naturally curious and chatty people. There will always be others in the room feeling exactly the same way, so look out for someone standing alone and say hello. Before you know it, you’ll start seeing familiar faces at every event, making each one less daunting than the last!

Do you have any advice for our sector?

The market research sector needs to be braver in driving real change. While we’re brilliant at uncovering insights, we sometimes fall short in making them actionable and accessible or ensuring marginalised voices are heard. I’d like to shine a light on two main considerations:

Making research more inclusive:

It’s not just about diverse sampling – it’s about who we hire, how we design research, and whose voices we amplify. We can’t understand communities if we’re not representing them within our own industry.

Bridging the gap between data and impact:

Too often, powerful insights sit in PowerPoint decks rather than driving real change. We need to get better at turning research into action that makes a difference in people’s lives and AI has some very interesting emerging capabilities that can bring our insights to life.

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?

Firstly, I would like to thank the University of Liverpool. Especially the department of Earth, Ocean and Ecological Sciences, Dr Jack Thomson and Dr Jonathan Green. Attending the University of Liverpool and the city of Liverpool completely transformed my life and have been integral to shaping my values, access to volunteering and work opportunities aboard and opened the doors to my career today. The Sutton Trust released a report in 2021 which outlined young people from low-income households are ‘4x more likely to become socially mobile if they attend university’. For anyone considering higher education, particularly from a background similar to mine go for it – you never know the doors it will open up for you later on!

Secondly, I would like to thank Rebecca Cole, former chair of the MRS Representation in Research Steering Group, for her talent and dedication. She is a huge inspiration and superhero. And finally I’d like to thank my career manager at Opinium, Alexa Nightingale for championing me and creating space for me to grow at Opinium.