FEATURE4 July 2022

Nadia Morozova – Research Hero

Features People

The Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Nadia Morozova has joined the cadre of Research Heroes 2022.

Nadia Morozova, head of EU research & insights, marketing science, TikTok


Nadia Morozova is an analytics and insights specialist, thought leader and a key-note speaker with around 15 years of international experience that comes from companies such as TikTok, Nestlé Group, Boston Consulting Group and Procter&Gamble.

Currently Nadia is head of EU research and insights, marketing science at TikTok in London.

Nadia is strongly inspired by insights capabilities building, actively sharing her expertise in various innovative areas of consumer insights – from consumer neuroscience to mobile and crowdsourcing research. Also, Nadia has specialism in digital and ecommerce. She is passionate about building bridges between academic and applied consumer research.

Nadia was nominated for “her drive to push her boundaries” and for seeing “the value in bringing others on that journey”.


What is the biggest challenge you have faced during your career?
My biggest challenge, and also my biggest inspiration, is to always stay authentic to my own path in research. I’ve always felt that I never fit into one prescribed definition of myself as a researcher (e.g. industry, academic), and I’m always challenging myself to grow and continue exploring. 

What will be the next big trend or development in the research industry, and why?
I believe the main trend that is happening over the last few years in research is related to blending different research methodologies with advanced analytics. It allows us to create very holistic picture and provide really solid business insights and recommendations.

Who inspires you as a researcher?
Consumers, audiences, users, customers – whatever we call them in a specific context. Also, my team and my business stakeholders, who always encourage me to be innovative, proactive and humble.

View the full list of Research Heroes for 2022