FEATURE8 November 2021

Louise Cannon – Research Hero

Features People

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

Louise Cannon, Senior Assistant, Consumer and Insight Business and Analytics, GSK 


Louise Cannon works in consumer and business insights and analytics (CBIA) at GSK and runs capability and consumer immersion programmes.

Cannon has been integral to the development of GSK’s ignite programme for high-potential, high-performing team members, creating training content and guiding the programme for CBIA.

In addition, Cannon has driven GSK’s first consumer closeness immersion programme, bringing on board The Human Library as a company partner to help champion diversity across the consumer healthcare industry. The programme has enabled GSK employees to gain awareness of other people’s lives and challenges and build empathy.

Cannon created a sharing sessions series, called feed your mind, to provide agencies and internal colleagues with an opportunity to learn from each other. She also created the academy, a knowledge zone for training materials, content, video sessions along with collating content from other departments and externally.

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

It’s always hard to find a company that is truly inclusive. In my career, I always strive for fairness, whether that be recognising people for their hard work, keeping people involved, allowing collaboration or listening to people. This is what has driven my passion for diversity, and why I have championed and driven our diversity efforts and enabled connections with real people.

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

For healthcare I think the next big trend will be more personalisation, especially for the younger market. People want to feel they are getting a product which is tailored to their needs and feel they have been listened to.

Who inspires you as a researcher?

Zoe Ruffels at GSK would be my inspiration. She has opened many doors and enabled me to achieve great things in my career and develop my research skills.

View the full list of Research Heroes for 2021

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