30Under30 Honouree: Samuel Cohen

Great to hear from our 2024 Global 30 under 30 honouree, Samuel Cohen, who is a visionary leader in the market research and insights industry. With a PhD in Generative AI from UCL, an MSc from Oxford, and a BSc in Mathematics from Imperial College London, Samuel’s academic background motivated him to found Fairgen. Under his leadership, Fairgen has transformed the industry, using generative AI to accelerate insights and revolutionize complex data analysis.

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

After years of working as a scientific researcher in AI and Mathematics, I decided to open my own start-up with a clear purpose in mind: to make the most out of real data with the help of AI. But I wasn’t sure which industry I’d try to transform with AI. I had a few applications in mind, and market research was just one of them.

While running expert interviews and talking to multiple business leaders across industries, I had the privilege of meeting senior executives in the insights field, both providers and brands, and was fascinated by the industry and its challenges.

It turned out to be not only the perfect business opportunity but also the perfect fit for my scientific researcher profile: where science and mathematics meet real business outcomes.

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

A career in market research, data, and insights is incredibly rewarding as it unites art and science, blending creativity with analytic rigor to drive real business outcomes. Entrepreneurs are increasingly recognizing the potential of this gigantic industry– three times larger than the music industry– making it a space full of opportunities. It’s an industry of smart, curious minds, where mathematical thinking is intrinsic, and as a mathematician myself, I find it exciting to see how data shapes decisions that really do make an impact. If you thrive on playing a role in solving problems and driving innovation, this is the perfect space to explore.

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?

The life of every entrepreneur is filled with challenges, especially in the early stages. When I started building Fairgen, one of the toughest parts was creating the first version of the product that truly worked– we had to pivot a few times before landing on the right approach. What stood out to me through this process was the critical importance of working with the right partners. Fairgen’s early success owes so much to our initial design partners– clients who not only believed in the potential of our product but also provided support, and constructive feedback that drove our growth. That experience taught me that the right collaborators, both within your team and among your clients, are integral in successfully navigating challenges and uncertainties.

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

Stay attuned to the current: Understand the shifting tides of the industry. AI is rapidly transforming market research, so it is important to be alert to these changes and be innovative in both your thinking and processes. Position yourself to anticipate where the industry is headed, adapt accordingly, and make sure your work is aligned with future growth.

Stay proactive and discerning: In the coming years, we will see a rise in poor decisions driven by flawed insights. It is important not to fall for these easy traps or shortcuts. Be rigorous, validate your findings, and innovate where others may overlook. Trust in the quality of your work and the insights your provide– your ability to discern what works will be the cornerstone of your success.

Do you have any advice for our sector?

Be an early adopter. We are at a technological breakthrough moment right now– much like the impact the Internet had on our industry in the early 2000s. Those who were early to embrace the digital transformation back then have been collecting their dividends. The same will hold true for AI. This is our new frontier, and it is important that we take up the opportunity to innovate and adapt. Those who take bold steps now, integrating AI, will lead the charge and reap the benefits of reshaping our industry.

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 would love to recognize our scientific advisor, Emmanuel Candès. It’s truly an honor to work with one of the best mathematicians in the world. His impact on the speed at which we deliver results has been immense, but equally important is his resolute belief that synthetic samples can be just as reliable as real data—provided they follow the right methodology. That’s a bold claim to make, and I couldn’t have asked for a better partner in this endeavour. His expertise and support have been invaluable to our progress, and I’m incredibly grateful for his guidance.