Janice Lai – Research Hero
Janice Lai, Vice-President of Marketing, Behaviorally
Janice Lai is vice-president of marketing at Behaviorally, leading global marketing strategies. Over her 13-year insights career, Lai advanced from supporting client services at PRS (Perception Research Services) to directing the marketing initiatives at PRS IN VIVO and Behaviorally. Janice is passionate about mentorship including working with her alma mater, leading Behaviorally’s environmental, social and governance initiatives, participating in the DEI Committee and continually evolving.
Janice was nominated because: "She spearheaded DEI initiatives, such as signing the MRS Inclusion Pledge, and leads Behaviorally's DEI Committee, organising impactful community service events. Janice’s philanthropic endeavors extend to organisations like YAI (seeing beyond disabilities) and Big Brothers Big Sisters of America, reflecting her commitment to social causes."
What is the biggest challenge you have faced during your career?
The biggest challenge I've faced in my career was transitioning from a law background to a marketing role in the research industry. This shift required not only relearning technical skills I had not used in ages, like HTML coding and graphic design, but also overcoming the initial self-doubt about changing fields. However, these challenges were instrumental in shaping my adaptability and resilience, ultimately leading to my current role as vice-president and head of marketing at Behaviorally.
What will be the next big trend or development in the research industry, and why?
The next big trend in the research industry will be the evolution of AI and machine learning to provide deeper, real-time insights and understand large data sets. This development is driven by the need for precise, actionable data, enabling faster, more informed decisions. AI’s efficiency in analysing vast amounts of data will revolutionise our understanding of consumer behaviour and market trends. I look forward to AI evolving, particularly through generative AI, and assist with the initial steps of design and creation.
Who inspires you as a researcher?
Alex Hunt, CEO at Behaviorally, has been a significant inspiration in my career. His transformative leadership and dedication to innovation have profoundly impacted my professional growth and challenged me to push the envelope. Additionally, my mentor Susan Griffin, who introduced me to the "dark arts of marketing", has been a constant source of guidance and wisdom. Lastly, Crispin Beale, Behaviorally's group president, is an industry legend who leads Insight250 and is also a board member at mTab. He is also a MRS board director, MRS fellow, ESOMAR UK representative, and IA laureate all while running a farm. His dedication and leadership in the insights sector inspire me each day to do my part as well. Their support has been invaluable in shaping my approach to marketing.
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