FEATURE5 July 2021

Matt Reynolds – Research Hero

Features People

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

Matt Reynolds, managing director, Vitreous World, and founding partner, Voices4All

Matt Reynolds

Matt Reynolds has been managing director of Vitreous World since 2016. In 2020, he co-founded Voices4All, an initiative to address unconscious bias in the research industry, alongside The7stars, FleishmanHillard, The Barbershop, Touchstone Partners and Shoppercentric.

In an open letter to the industry, the initiative said: ‘If your current approach to nationally representative consumer research is based on sampling that excludes quotas on ethnicity, disability and sexual orientation, it is not fit for purpose.’

Reynolds was nominated as a Research Hero because: “He has done some great work on helping the industry ensure samples are truly nationally representative in terms of ethnicity, disability, and all other metrics – he has created content and questions for people to access for free on his website.”

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

Addressing representation of minority groups in nationally representative samples in the UK. After nearly 12 months and huge input from within our network and beyond, we are only just scratching the surface. That said, I have absolutely no doubt that we will achieve our goal of making this type of research more transparent, while delivering access to previously overlooked customers and opportunities. It’s a win, win, win situation. 

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

We are in a period of extreme change and opportunity. From flexible working to fighting climate change, businesses that want to win big have to deliver for their community first. There is a generation coming through which share our belief that we will not accept the pursuit of profit at all costs. Each time I engage with the emerging talent in our industry, and hear their vision, I am left with deep feelings of joy and positivity for the future.

Who inspires you as a researcher?

Impossible to name one. I take inspiration from everywhere, key figures in history, my family, friends, and the incredible team (shout out to Bex and Anais!) who I get to share this phenomenal journey with every day. I also have to mention our clients and suppliers who all share our commitment to the highest possible standards and who continue to uphold our core principle of doing the right thing, even when no-one is watching (which, in our view, is the definition of integrity).  

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.