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

There are so many ways to make something better, whether that’s a sample, an analysis spec or a questionnaire, and so much to be curious about. Knowing when to stop has been difficult sometimes.

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

AI and synthetic data will clearly have a huge impact on our industry in the foreseeable future but I’ll stay close to my audience measurement roots and say that, with the drive to get more for less, there will be increased hybridisation of methodologies, where real data collected from real people remains the anchor that calibrates and validates high volumes of census data. Whatever can be modelled will be modelled but let’s hope we still have enough research expertise in the industry to ensure that what we model will always be transparent and verifiable.  

3. Who inspires you as a researcher? 

It’s difficult to choose a single influence. My first boss saw something in me that I didn’t know I had and inspired me to continue in research when I thought I was always destined to be a teacher!

Special credit would also have to go to Dawn Mitchell, chief executive of RSL, who managed to combine a genuine passion for audience measurement with fantastic client and staff relationships, and made the hard slog seem like fun.

Finally, I should mention Lynne Robinson, who impressed me hugely with her ability to sum up an entire meeting in one sentence and her understanding of which battles were worth fighting, and who always fought my corner. Of course, I still have many inspirational colleagues and clients in 2026 but must confess that this reflection has made me feel rather nostalgic!        

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