Lynn Cross – Research Hero
Lynn Cross, area supervisor, QRS
Lynn Cross has worked in market research for over 30 years; a career she chose to help balance her professional life with raising a family. Lynn has always loved the variety of the projects she's involved with and the chance to meet and collaborate with people from all walks of life.
Lynn was nominated because: "For over 30 years she has covered the South East – one of the busiest, demographically diverse and challenging areas. Her team covers a wide geographical area and is ethnically diverse. As a field supervisor, Lynn doesn’t have a voice in the industry or a platform to be recognised for the vitally important work that she does supporting office teams and interviewers alike."
1. What is the biggest challenge you have faced during your career?
One of the biggest challenges I’ve faced in my career came during the Covid-19 pandemic. Like many industries, market research was hit hard – projects slowed down or put on hold, budgets were cut and uncertainty became the norm. The recovery was slow, and the prolonged disruption affected not just business operations, but the mental wellbeing of our teams. Navigating that period meant supporting colleagues through anxiety while trying to keep projects moving forward, if at all. It tested my resilience and leadership, but it also reminded me how important empathy, communication and flexibility are – especially in times of crisis.
2. What will be the next big trend or development in the research industry, and why?
The next big thing in market research is using AI to help us find insights we might miss – especially when looking at open-ended responses or social media. Of course, people will always play a key role. The real magic happens when we combine AI with our skills to understand and use those insights in meaningful ways.
3. Who inspires you as a researcher?
I’m inspired by my line manager at QRS, Claire Jones, who consistently trusts and challenges me to develop the best approaches for tackling projects. She emphasises the importance of curiosity and integrity in research, and her dedication to rigorous methodology and ethical standards has profoundly shaped how I approach every project.
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments