Do you have any advice for our sector?
19 of the 30 Significant Insights Global 30 Under 30 2024 were Women, and so to mark International Women’s Day 2025 we thought we’d re-share and highlight the inspiring advice they gave us when we asked them if they had any advice for our sector.
With huge thanks to all of you incredibly inspiring women!
“Embrace changes and stay future-focused. The market research sector is evolving quickly, especially with advancements in AI. Lean into new methodologies and tools that streamline and elevate the research process but remember – technology works best when paired with human insights. It’s our critical thinking and nuanced understanding that sets exceptional research apart.” Alexis Sacino
“The breadth and variety of projects we get to work on render our industry exciting to work in. However, the project-based nature and ‘objective outsider’ role our work is expected to embody can often feel like we’re being ‘helicoptered’ in to deliver data and insights, with limited agency/say over its follow-through.
This has, at times, led to loss of momentum/impetus and progress, lessening the potential for change to be implemented, and impact to be felt. Of course, factors such as funding and politics do come into play, but time and trust is ultimately required to create impact – I would therefore advise our industry to advocate for ways of working with clients that foster longer-term partnerships that deliver more powerful, and sustainable impact in the businesses and communities we work in.” Cheryl Kwok
“My advice? Don’t fear change. As artificial intelligence becomes increasingly central to our field, we have a duty not only to question these tools but also to embrace them. We must grow and learn alongside LLMs and emerging technologies. Other industries are already adopting these tools, and we can’t afford to be left behind. Our expertise needs to guide the development of these AI models; we can’t let it be drowned out by scepticism. Let’s use our voices to shape the future of research.” Aminat Iriafen
“I commend the sector for its efforts in celebrating young researchers and providing them with a platform to share their experiences, which can inspire others to follow in their footsteps, however, it is crucial for the sector to establish a strong collaboration with academic institutions dedicated to nurturing the next generation of researchers. This partnership should include ongoing discussions about the critical skills that are currently lacking in the curriculum, ensuring that future professionals are well-prepared to meet the evolving demands of the field. The sector should also actively adopt an open data policy where applicable. By facilitating the availability of essential datasets for researchers, this approach promotes transparency and encourages collaboration. When researchers have access to these datasets, they can share their findings and insights with one another, fostering a culture of collective knowledge and innovation. Ultimately, such initiatives can lead to significant advancements in the field.” Dolphine Mongina
“Let’s never lose sight of the human side of what we do. Data tells us what’s happening, but it’s our responsibility to understand why and how it impacts real people. We need to continue fostering diversity—not just in our teams but in the perspectives and voices we amplify. By doing so, we’ll ensure that our insights aren’t just accurate but meaningful and inclusive.” Hiba Arshad
“While technology advancements present new challenges, the value of understanding ‘real people’ could be higher than ever in an increasingly AI-driven world. Our industry’s credibility, however, relies entirely on people trusting the data we produce and therefore data integrity should be at the core of everything we do. Cutting corners on data quality for short-term profitability will ultimately harm the value and trustworthiness of market research in the long run.” Emma Levin
“Inspire the next generation of research and insight enthusiasts! As a sector, we have a fantastic opportunity to shine a light on the dynamic, influential and exciting roles within research and insights. We are still relatively hidden (in comparison to some other sectors!) and I would love to see our sector doing more to show that research and insights is vibrant career path.” Erin McQuitty
“A bittersweet truth of the insights industry: the tools that promise to make everything smarter, faster, and clearer often come with a high price tag. I wish there were a more low-cost version of tools to enable people with smaller budgets to have informed strategic planning.” Jolia Thadal
“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.” Lily Nawara
“I would advocate us to invest in people and their growth. To encourage fresh ideas and cultivate innovation, we need to support and nurture new talent–it’s people who drive the industry forward.” Juli Pham
“My advice for our sector is to fully embrace the power of innovation and technology. As we navigate an increasingly data-driven landscape, it’s essential that we leverage new tools and methodologies to enhance our insights and efficiency. This means investing in advanced analytics, artificial intelligence, and machine learning to sift through vast amounts of data and uncover deeper consumer insights.” Kiran Auti
“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.” Mayke Harkema
“Make sure the next generation of our industry have a seat at the table. In my first few years in the industry, I didn’t really feel like my experience as a young researcher was understood or reflected in the people around me. With the help of some trusted mentors, and industry associations I’ve seen the value that my perspective can have in creating a better industry. Giving our next generation of researchers a seat at the table not only helps empower them, but their diverse perspectives can also help create a better industry for everyone.” Melanie O’Meara
“My advice for our sector is to prioritize identifying the highest value projects. Often times, there are a plethora of research requests, and not enough researchers to meet demand. When possible, prioritizing the projects that most closely tie to business growth can allow for personal and professional success.” Rachel Julius
“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.” Rania Benameur
“As an industry that is led by consumers, we need to be as agile as they are. We saw how adaptable consumers were in COVID and it led to new ways of doing research, but we shouldn’t stop there. Whether it’s large internal insight teams, or small boutique agencies, we should challenge the status quo if it’s not working for us or our clients – just because something has “always been done this way” doesn’t mean we should continue with it. We should embrace new ideas and new methodologies with critical thinking to ensure how we learn about consumers is reflective of how they behave in the real world.” Natasha Girling
“As marketing students, we’re enthusiastic about advertising and PR, but the market research industry remains unsung. Despite its pivotal role, many still don’t grasp its significance.
We must loudly proclaim:
Insights driving business decisions
Consumer understanding shaping strategies
Data-driven solutions fueling growth
No more explaining what we do! Let’s showcase market research’s impact”
“Quality over quantity! Quality matters. As we all know, fraud is huge in Market Research. People are willing to go to extreme lengths to pass a survey (we see you, survey imposters). This is why tools like Emporia’s LinkedIn Verification are absolute game-changers.
And let’s talk about the rise of qualitative research. Sure, I might be biased (Qual is totally my jam!), but it’s not just me—more and more of our clients are embracing the ‘less is more’ approach. Whether it’s a startup interviewing 10 key customers or a big brand diving deep with IT decision-makers, these thoughtful, in-depth conversations have the power to deliver richer, more intuitive insights. Don’t get me wrong, there’s undoubtedly a time & place for quantitative methods; there’s just something magical about qualitative interviews—they bring out insights you just can’t get any other way. It’s like peeling back the curtain to find the why behind the data.” Rebecca Strangio
“I’ve been in the research industry for about seven years, and for the first five, I had no idea there were so many organizations and bodies in our sector doing incredible work—it all felt so under the radar. While a lot has been done and continues to be done to raise awareness, I believe our sector still has a long way to go in showcasing the impact we’re making.” Sophia Ukoni
