30Under30 Nominee: Rodjin Rooyani

Great to hear from Significant Insights Global 30 under 30 nominee Rodjin Rooyani, Senior Insight Analyst, Methodology Expert and Product Lead at Nepa who helps clients understand how to strengthen their brands and grow their business as well as leads the development of one of Nepa’s three core products: Campaign Evaluations.

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

I’ve always been drawn to the creativity of marketing and brand building, but it wasn’t until university that I saw how I could combine that with my passion for consumer behaviour, data and analytics. During our market research course, Nepa held a guest lecture, introducing me to the world of data-driven insights and how they supported brands in refining their marketing strategies.

By the end of my studies, I pursued a job opportunity at Nepa, and I’ve been immersed in market research ever since. Over time, I’ve taken on a variety of roles and projects, and been fortunate to work with various clients and research methods while building expertise within marketing optimization. It’s been an exciting journey, and I’m glad to have found an ideal way to combine data-driven insights with impactful brand building and look forward to keep learning and growing in this ever-evolving industry.

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

In today’s increasingly data-driven business landscape, market research professionals are at the heart of decision making, helping companies succeed in a competitive environment. As more organizations turn to data insights to shape their strategies, the demand for skilled professionals in market research continues to rise. This career path opens doors to work with diverse brands and tackle a wide range of business challenges, perfect for those who thrive on both analytical and creative thinking. You’re not just interpretating data; you’re bringing it to life through compelling storytelling, visualizations and actionable recommendations that truly shape business strategies and consumer experiences. For anyone seeking a dynamic, growth-oriented field with the chance to make real business impact, market research is an exciting and rewarding choice.

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?

No matter how much you prepare, unexpected changes are inevitable – and adaptability is the key to navigating them successfully. For me, preparation provides the foundation to stay confident when plans shift, but it’s the ability to adapt quickly and think on my feet that makes all the difference. Whether it’s responding to changing client needs or adapting to something as significant as the pandemic, staying flexible has been essential for my growth – both professionally and personally. It’s a lesson that continues to guide me today.

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

Skill development: Prioritize developing both technical and soft skills. A broad set of technical skills – like mastering different data analytics tools, studying market trends, and exploring various research methodologies – will make you versatile, eligible for a variety of projects and create more opportunities. Equally important are soft skills like communication, storytelling, critical thinking, and teamwork. These are essential for presenting findings, collaborate effectively and advancing your career. Stay curious, seek feedback, and continuously learn from others – you’ll be amazed at how much it accelerates your growth.

Build and nurture your network: A strong network is invaluable, not just for career growth but also for broadening your perspective and enhancing your work experience. Surround yourself with people who inspire you, make collaboration meaningful and whose perspective challenge you – you’ll not only learn from them but also enjoy your day-to-day work more. Over time, you’ll appreciate being able to give back by supporting others, which also serves as a reminder of how far you’ve come. The connections you build, whether as a learner or a mentor – will shape your career and contribute immensely to your professional journey.

Do you have any advice for our sector?

Embrace technology by leveraging new tools and technologies, such as AI and data analytics software, to enhance your research capabilities and efficiency, but don’t undermine the value of trusted advisors. Personally, I’m passionate about and committed to exploring how we can integrate technology into our work to streamline processes and unlock deeper insights – and I’m always advocating for the technological advancements transforming our industry.

However, at the core of our work, company executives turn to us not just for data, but for expertise they can trust. They seek strategic partners who understand their business and guide them through complex decisions. What they truly want is our ability to turn insights into meaningful action, influence their organization through a consumer perspective, and engage in thoughtful discussions. Building relationships, cultivating trust, and demonstrating critical thinking are thus examples of human qualities that remain indispensable and carry massive weight. So, my advice would be to invest in technology to work smarter and more efficiently, but don’t forget to invest in your people to make your offering truly impactful and effective.

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 fortunate to work with brilliant people throughout my career and wouldn’t be where I am today without their guidance and support. To all my incredible colleagues, both past and present – thank you for sharing your expertise, your encouragement and your inspiration. Especially Lars Pahlman, Nina Baade-Mathiesen, and Sofia Ekström, who have each played a unique role in shaping my growth during my years at Nepa. I also want to thank my current manager, Cajsa Wirén, for being a constant source of great insight, for the trust she’s placed in me and the opportunities she’s given me to grow. I’m grateful for her leadership and look forward to learning even more from her.