FEATURE5 July 2021

Louise Maycock – Research Hero

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The Market Research Society has launched the Research Heroes programme to celebrate the sector’s unsung heroes. Louise Maycock has been named one of the Research Heroes for summer 2021. 

Louise Maycock, Head of Talent, Ipsos MORI

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Since 2018, MRS has been working with a group of research employers to develop a research apprenticeship, and Louise Maycock stepped forward to chair the group.

The responsibilities for leading the group included creating all documentation in support of the apprenticeship, presenting the apprenticeship to the Institute for Apprenticeships and Technical Education’s approval panel, and sourcing and interviewing potential training and assessment partners. The Market Research Executive apprenticeship is set to launch in autumn 2021.

Maycock has also been a spokesperson and contributor to the wider discussions about diversity in recruitment, including social inclusion (one of the benefits of apprenticeships) and the recruitment of refugees in research.

Maycock was nominated as a Research Hero because: “While Covid-19 could have delayed the apprenticeship, Louise remained dedicated to the project, even with at times crippling resource and time constraints, ensuring that the apprenticeship was approved in early 2021.”


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

I have worked at Ipsos Mori for 16.5 years and there have been many challenges along way. I guess in our industry, recruitment is always challenging because we rely on finding amazing employees to do great research and it is quite a niche skillset. Our people have been so resilient throughout Covid-19 and have continued to deliver to our clients.

I think recruiting great people is probably becoming even more challenging now post-Covid-19 as the market and people’s motivation changes. That is why the Market Research Executive Apprenticeship is so important, so that we have a new route for people to join and learn about market research. We have to make sure we adapt as an industry.

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

There is a growing requirement to attract new talent with new skills we need. We no longer just recruit people with core market research skills, but we have to ensure we are an attractive employer (and industry) to data scientists, behavioural scientists, economists, etc.

Who inspires you as a researcher?

There are so many people I could mention who have inspired me over the years. I am very lucky to work with so many talented and inspirational people. I am not a researcher, but if I was I would definitely be a qually – so I have to say our qualitative teams at Ipsos Mori.

View the full list of Research Heroes for summer 2021

Research Heroes is an ongoing programme throughout 2021, with a second tranche of Heroes to be published in the autumn. 

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