FEATURE8 November 2021

Georgia Prorok – Research Hero

Features People

This year, the Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Georgia Prorok has joined the cadre of Research Heroes 2021.

Georgia Prorok, Business Development Director in Sales, PUREPROFILE


Georgia Prorok, business development director at Pureprofile, has been nominated for her “spirit and positivity” and “pure grit and determination, a lust for life and the will to survive” in returning to work from being hospitalised in March 2020 with Covid-19.

The ordeal saw Prorok at one point fall into a coma, survive organ failure, sepsis and posterior reversible encephalopathy syndrome and undergo 16 weeks of rehabilitation after Covid-19 rendered her unable to move or speak.

Prorok was nominated because: “Her battling good nature and fighting spirit has meant that she has survived a harrowing ordeal that many of us would find extremely hard to comprehend. Under the circumstances Georgia is doing exceptionally well, and on the recommendation of her medical team, as a means of cranial nerve regeneration, returned to work a lot earlier than anticipated in October 2020.”

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

Having to learn to walk again was the biggest challenge I have ever had in my life, but returning to work and worrying if my brain and the rest of my capabilities were functioning as well as they were before I became ill, was my biggest challenge in my career. Luckily, I overcame it.

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

Of course technology and artificial intelligence comes to mind first, but personally, I feel that looking after respondents better, to ensure their longevity, will be the next big thing. Good panellists are a finite resource, and without them sharing their opinions, our industry would crumble.

Who inspires you as a researcher?

My managing director Tim Potter. He has been my mentor. Tim has supported me fully throughout my time with Pureprofile, not to mention while I was unwell. His extensive knowledge, and love of our industry, spirit and kind heart has been my driving force and inspiration.

View the full list of Research Heroes for 2021

In Spring 2022, MRS will be requesting nominations for Research Heroes 2022.