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

As my postgraduate degree involved sustainable policy making, I knew I wanted to continue exploring this topic and passion as I entered the world of research. As such, I took on the challenge of setting up our sustainability committee at Potentia, with the help of my colleagues, Jon Gunter and Greg Berry. Although we’ve undertaken volunteering efforts and have recently introduced our carbon reduction plan for 2026, we’ve definitely felt frustrated at points, that we want to be able to do more but have found ourselves largely bound by fixed constraints, such as our energy outputs being controlled by the building.

With all things considered, by keeping sustainability and our behaviours top of mind, we’re actively working to change the way our company interacts with the environment we’re in – even the smallest changes can go a long way.

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

I may be relatively new to the research industry, but I’ve arrived at quite the moment. Agentic AI is quietly reshaping everything from survey design to data quality processes, and it’s hard to overstate just how transformative it is, not only for the research industry but for the wider market too. Watching the relationship between agentic AI and researchers evolve is going to be one of the more fascinating developments for the sector.

3. Who inspires you as a researcher?

Without a doubt, my lovely colleagues Suzy Hassan and Liz Dunford, as well as Madeleine Green at Pegasus Insight. I consider myself very lucky that I’ve had the privilege to work closely with such an inspiring group of people at an early point in my career. The knowledge, dedication, and care they pour into every aspect of their job has truly shaped how I view market research – if you’re lucky enough to know them, you’ll know exactly what I mean.

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