FEATURE9 July 2024
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The Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Elizabeth Vourdas has joined the cadre of Research Heroes 2024.
Elizabeth Vourdas, Principal Researcher, Ofgem
Elizabeth has more than 15 years of applied research experience spanning the public and charity sectors, including in the Cabinet Office and at Shelter. At Ofgem, she helps ensure decision making is informed by a deep understanding of lived experiences by leading consumer research on a range of topics, including affordability and net zero.
Elizabeth was nominated because "she brings her wealth of research experience from the government and charity sector to bear through her passion and dedication to supporting vulnerable consumers through high-quality research. This was evident in her role leading a mixed methods research project at pace, that was instrumental in forming policy around protecting vulnerable consumers from having prepayment energy meters involuntarily installed in their homes. She is a supportive and inclusive leader that helps foster an environment where other researchers feel empowered and can excel."
What is the biggest challenge you have faced during your career?
Probably returning to work after maternity leave into a new job – my son had sleep apnea, so I was very sleep deprived. It was also the start of lockdown, so everybody was navigating fully remote working.
What will be the next big trend or development in the research industry, and why?
The research industry is currently grappling with a lot of changes brought about by developments in technology, including artificial intelligence, to the continued growth and volume of consumer data. I think a big trend will therefore be the shift on the people side – among researcher skillsets to keep pace with these changes and technologies. Whether that’s learning how we can use them to work more efficiently and focus time and effort on drawing out insights on consumer behaviour and experiences, or developing greater analytical skills, working more closely with data scientists to analyse and triangulate different data sources to deliver richer insights.
Who inspires you as a researcher?
I’ve been fortunate to work with lots of brilliant researchers throughout my career, with each one bringing different perspectives on what an excellent researcher should be. I have also been lucky to have some excellent managers, including my current one (Beth Moon), who have showed me what it is to be an inspiring, female leader.
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