FEATURE5 July 2021

Freddie Reeves – Research Hero

Features People

The Market Research Society has launched the Research Heroes programme to celebrate the sector’s unsung heroes. Freddie Reeves has been named one of the Research Heroes for summer 2021. 

Freddie Reeves, account manager, Alligator Digital

Greg morris_crop

Freddie Reeves joined Alligator Digital in 2017 and in 2021, he became account manager. During the pandemic, he supported the company’s management at an uncertain time.

Reeves was nominated as a Research Hero because: “As one of the more junior members of staff, he has really been a rock within the team and gone the extra mile to not only steady the ship but also drive the business forwards. His can-do attitude, incredible work ethnic and friendly personality has helped make the darker days a little brighter.”

What is the biggest challenge you have faced during your career?

Adapting to the pandemic and working to help clients within a new set of parameters has probably been the biggest challenge so far. With budgets and project scope both being affected in the first lockdown it was important to stay close to clients and maintain quality service levels despite a rather different test presenting itself – but hopefully we’re mostly out of the woods now.

What will be the next big trend or development in the research industry, and why?

We’re seeing a much larger emphasis on having greater representation of voices through online quantitative projects, with a real focus on achieving responses from groups that otherwise may not have been heard in the past.

This is true for audiences such as ethnic minorities or people of the LGBTQ+ community as these have often been less represented by the online panel world, and also other groups such as those with disabilities or those living in very rural areas for instance. With there being a drive to increase inclusion in all areas of life we see this being reflected in the online surveys we conduct and we expect such a need for more true representation to continue. 

View the full list of Research Heroes for summer 2021

Research Heroes is an ongoing programme throughout 2021, with a second tranche of Heroes to be published in the autumn.