FEATURE9 July 2024
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FEATURE9 July 2024
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The Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Cathia Randrianarivo has joined the cadre of Research Heroes 2024.
Cathia Randrianarivo is a Principal Consultant at The Unmistakables, a strategic DEI consultancy, delivering ‘inside out inclusion’ that builds cultural confidence and inclusion capability for client partners’ leaders and teams.
Cathia oversees in-depth, mixed-method research programmes for clients who want to understand and engage marginalised communities within their organisation and/or service user base, including BBH, AMV BBDO, Cannes Lions, Scouts, Faber, Macmillan and Mind. As the lead quantitative insights specialist, she thrives on innovating and embedding inclusion-first thinking. Prior to The Unmistakables, Cathia spent 10 years as a senior client consultant at global customer-first data science company Dunnhumby. Proud to be a Malagasy-British third culture kid, bridging her expertise and lived experience from Madagascar and the UK, Cathia champions platforming marginalised voices at an individual, organisational and structural level.
Cathia was nominated "for her dedication to inclusive research. Outside of her job, she thoughtfully raises awareness of experiences of underrepresented communities by sharing insights from her own learning and elevating the voices of peers."
What is the biggest challenge you have faced during your career?
I am the first in my immediate family to not only navigate a completely new culture (Britain and Britishness – I am first generation Malagasy-British) but also relatively corporate professional working environments (my parents built their rich careers from their ‘hobbies’ and creative passions, and both explicitly challenge more formal working structures). This has meant a lot of ‘first-times’ as well as regular code-switching to not only get an understanding of culture and context, but also the people and the customs that come with navigating a workplace and a ‘career’ in Europe. I am thankful to have met some incredible and lovely humans who’ve taken time and continue to guide me.
What will be the next big trend or development in the research industry, and why?
Research is a profession that requires deep proficiency in understanding humanity. It taps into both a natural curiosity and is a structure that, when designed and delivered thoughtfully, can platform the human experience at its most vulnerable and powerful. Embedding DEI, specifically inclusive principles and practices, across any form of research has to be a priority if the industry wants to remain relevant, representative and at the forefront of some of humanity’s biggest challenges today and in the future. Culture is continually evolving – so how can responsible research influence and disrupt global trends that will fundamentally impact everyday humans, from AI, to politics, to sustainability and beyond?
Who inspires you as a researcher?
Humans. No single person at any moment in time will have the same experience navigating the world around us. Each one of us is shaped by a unique set of contexts, circumstances and realities. This will impact how we make sense of and make choices in our individual lifetimes. I am inspired by seeing the world through the eyes of others and having the privilege to tell their stories. I believe that life is an inherently collective experience which can only get better the more we can understand it through each other’s lenses – especially those different to ourselves. If, like me, you are driven by creating a more compassionate and just world, then this may also inspire you to free the richness of our stories – because “none of us are free unless all of us are free”.
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