Corrine Moy – Research Hero
Corrine Moy, consultant, Corrine Moy Consulting
Corrine Moy is a specialist in marketing/data science with a 30-year track record in innovation. For many years, she lead the global marketing and data science practice at GfK, driving cutting edge developments across a team of 200 professionals.
She is an speaker and author, with multiple MRS innovation awards to her name.
Corrine currently consults for a range of research agencies and brands in the areas of research/insights design and methodology, advanced analytics and data science, and development of new research products.
Corrine was nominated due to her "vital contribution to the development and maintenance of the Approximated Social Grade (ASG) Algorithm, a classification widely used across the UK market research sector."
1. What is the biggest challenge you have faced during your career?
My biggest challenges have been twofold. Firstly, to constantly keep up with developments outside our eco-system that can be repurposed/redefined to create valuable innovation for our industry. Secondly, to continuously innovate to address the ever-changing challenges that we face within our sector.
My good fortune has been to work in a profession full of incredibly smart people who are willing to collaborate in these pursuits.
2. What will be the next big trend or development in the research industry, and why?
AI in its many forms feels like the only trend at the moment, but of course AI has been around for decades – and marketing/data scientists like myself have been working with it for as long.
What I learnt very early is that human skills are critical to fully leverage AI’s capabilities within the insights space. Insight professionals are uniquely placed to combine human intelligence with automation. This includes emotional intelligence, critical thinking and storytelling.
A critical element within this area is the ethical or equitable application of AI tools and methods. We have a professional responsibility to ensure that the tools we use provide fair, unbiased reflection of the consumer and business stakeholders we seek to understand and represent. For our industry, this will certainly be the most important area for development.
3. Who inspires you as a researcher?
In an industry full of so many smart people, it’s tough to narrow it down to individuals. What I find most inspiring is all of my colleagues who have been willing to share their knowledge, collaborate on innovations and challenge some of the crazier ideas I’ve had. The culture of supporting others and sharing is the thing I love most about our industry.
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