FEATURE12 July 2022

Hannah Humpherson – Research Hero

Features People

The Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Hannah Humpherson has joined the cadre of Research Heroes 2022.

Hannah Humpherson, Account Director, Convosphere


Hannah is an Account Director at social media listening agency Convosphere, based out of their London office. She draws from a background spanning the spectrum of research methodologies to structure highly targeted solutions for her clients, working with a pool of experienced analysts fluent in more than 100 languages to provide a nuanced, culturally insightful view of social media conversations. She has a special interest in Africa, and the wealth of business opportunities it affords her clients.


What is the biggest challenge you have faced during your career?
The most challenging, but probably also the most intellectually stimulating, was moving from working in environments that specialised in providing one type of research (e.g. news-based communications measurement, survey-based research, influencer marketing and impact measurement) to working in a method-neutral environment a few years ago. Learning how to broaden my view of clients’ business needs and weave together a range of methodologies – and develop new ones – required a huge shift in how I think about research. It was hugely inspiring and has forever impacted the way I approach my work.

In my current role, it means that I’m able to easily support and collaborate with other agencies to answer our clients’ business questions, while drawing on Convosphere’s resources to offer rich social media-based insights.

What will be the next big trend or development in the research industry, and why?
Thinking on a macro level, I think that over the next 10+ years we’ll see a shift in research focus from developed to developing markets. At Convosphere I juggle multi-market projects daily, and we’re increasingly seeing global brands show an interest in social listening outside of the US, EU5 (France, Germany, Italy, Spain and the UK), Japan and China. Our clients are beginning to recognise the huge potential in looking beyond markets where much of their growth has already been achieved, and I can only see this gaining traction in the coming years.

Who inspires you as a researcher?
Frankly, the people I work with. From those who are further along in their careers than I am, I’m constantly learning how to think more strategically, how to look beyond the research and put on a ‘business brain’.

With my peers I find it valuable to observe how they approach their work, and the strengths they may have that I lack – over time I try to learn from them and balance out my skill set. With my juniors – the analysts I project and line manage – I learn from the questions they ask. They remind me to be curious about aspects of the work I might have taken for granted, and they teach me how to be a more supportive manager. I feel lucky to be a part of the team at Convosphere – it’s such a supportive environment, and one that fosters a desire for personal growth.

View the full list of Research Heroes for 2022