Gemma Shevlin – Research Hero

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

Professionally, the biggest challenge in my career has undoubtedly been March 2020, for reasons that need no explanation. On a personal level, grappling with self-doubt has been my most significant and persistent challenge. That negative voice that disrupts my thoughts and tries to break my stride, has been a constant challenge throughout my career in market research. Whether it’s asserting myself as a leader, completing professional development qualifications, or delivering presentations to my peers, that nagging sense of imposter syndrome always seems to creep in.

One piece of advice that has resonated with me as I've developed strategies to overcome this is to show vulnerability and maintain integrity. Focus on your strengths and seek help when needed. I’ve seen researchers I admire speak out about their own struggles with imposter syndrome and initially, I'm always surprised —"What? You? You're so brilliant, cool, and composed"—but then I feel comforted and a bit of relief. Relief that even those who I regard as being top of their field, still have moments of doubt here and there.

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

The industry has experienced an unusually prolonged hiatus in face-to-face fieldwork and I expect clients have used this time for considerable reflection. With AI bringing a new wave of competition, I anticipate that clients will reassess traditional methods versus new and innovative approaches to qualitative face-to-face research; how else we can explore why people do/think the way they do? At Acumen, we thrive on creative thinking and are excited to embrace this challenge.

Who inspires you as a researcher? 

I am fortunate to collaborate with immensely inspiring individuals daily at Acumen, and being part of a female-led company adds to that inspiration. Beyond Acumen, Nicola Craig from The Customer Closeness Company has had a profound influence on my career journey. Nicola and her team are truly brilliant at what they do, and attending one of their customer closeness events early in my career left a lasting impression. It highlighted the importance of meticulous fieldwork and how exceptional recruitment leads to meaningful connections between clients and their customers, ultimately resulting in a deeply impactful experience for all.

Lastly, I feel I can’t leave these questions without acknowledging the underlying reason behind my deep affection for market research. As an avid reader since my early years, I've always had an insatiable appetite for stories. There must be a link in there somewhere, so a final mention must go to the countless authors whose works have fuelled this passion, which in some wonderful way, led me to seek out a career that is rooted in helping individuals in sharing their own narratives.

View the full list of Research Heroes 2024