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

One of the biggest challenges I've faced is ensuring the quality of online research data. While online research offers huge advantages in terms of speed and reach, it also brings challenges when it comes to making sure respondents are genuine, engaged and providing meaningful feedback. Balancing the demand for fast, cost-effective research with the need to deliver data that clients can trust is an ongoing challenge. It’s reinforced my belief that strong insights are built on strong data and robust research practices.

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

I think AI will have the biggest impact on the market research industry over the next few years. It has the potential to make many parts of the research process faster and more efficient, helping teams manage projects, improve quality checks and streamline workflows.

However, I see its greatest value in supporting researchers rather than replacing them. Understanding client needs, making informed decisions and ensuring research is delivered to a high standard still relies on human expertise. The most successful organisations will be those that combine the benefits of AI with the skills and experience of their people.

3. Who inspires you as a researcher?

Rather than one individual, I'm inspired by the people I've worked with. Research is a collaborative profession, and I've been fortunate to work alongside colleagues with a wide range of skills, experiences and perspectives. I've learned a great deal from the people around me, and many of the best solutions have come from working together to overcome challenges. 

• The full MRS Research Heroes list for 2026 can be found here.