FEATURE7 July 2023

Catherine Cowie – Research Hero

Features People

The Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Catherine Cowie has joined the cadre of Research Heroes 2023.



Catherine started her insight career when she worked as a consultant at leading customer science company Dunnhumby. At this point in her career, she fell in love with the psychology of shopping and wanted to learn more about the 'why’ and not just analyse behaviour. This led her to gain experience in more traditional research agencies including GfK, TNS and Kantar, before returning to Dunnhumby and eventually managing their UK research team. Catherine now works in-house as a research manager at Royal London based in Edinburgh, where she manages both qualitative and quantitative research projects.

Catherine was nominated for her work "on the investing responsibly project, where consumer perceptions on sustainability and the role it plays in investments was investigated" and for "supporting other colleagues to help them develop their research and market knowledge".

What is the biggest challenge you have faced during your career?
My most recent big challenge has been getting up to speed with the finance industry, having spent the majority of my career working with fast-moving consumer goods brands

What will be the next big trend or development in the research industry, and why?
At the moment Royal London are sponsoring me to complete a psychology degree and one of the reasons for this is because I believe we will increasingly be looking to behavioural economics within design and innovation, and therefore our research methods needs to stay relevant to these trends

Who inspires you as a researcher? 
Learning new methodologies and seeing young researchers grow and develop their experience. 

View the full list of Research Heroes 2023