Nick White, head of strategic research, Attest
From experience, I’d say: start in an agency. It’s the best training ground for curiosity and craft before moving to a tech business or client-side brand. Agencies still host some of the sharpest minds in the business and finding a mentor there can be a game-changer for your growth and network, especially important as AI impacts the sector.

Ray Poynter, managing director, The Future Place and co-founder, ResearchWiseAI
Focus on how to use AI, how to understand business, and how to turn information about customers into competitive advantages for organisations.

James Endersby, chief executive, Opinium
Be curious and courageous. Learn the science, master the storytelling and never forget the human behind the data. That’s where the magic happens.

Marie Ridgley, chief executive, UK insights division, Kantar
Come on in – it’s one of the most exciting and vital industries to be in. My advice to anyone embarking on a career in research is to be T-shaped. What I mean by that is to dive deeper into areas where you can be a true expert, but build breadth across disciplines – even those outside your comfort zone. Train that mindset early and you’ll become a well-rounded insight professional.

I’ve got some advice for us as business leaders here too.  We need to engage more young people and showcase research as a dynamic and impactful place to work. We have phenomenal talent but encouraging more of the best and brightest to join us is critical for the future of our industry.

Frédéric-Charles Petit, chief executive, Toluna
Embrace AI fully and stay creative. The combination will define the next generation of insight leaders.

Jane Frost, chief executive, MRS
Our must-have skillsets are shifting.  The evolution of technology and advancements in AI mean that modern researchers need to have data literacy and powers of persuasion in equal measure.  It’s no longer enough to label yourself as a ‘data person’ or a ‘storyteller’; all researchers need to be rounded insight experts who can both understand data, but, crucially, ensure it has an impact. 

With AI continuing to develop at a rapid rate, it is vital for young researchers to keep on top of this and invest in their own skills.

Kelly Beaver, chief executive officer UK and Ireland, Ipsos
I would be remiss not to say that they should familiarise themselves with AI. However, I would also advise junior researchers not to become complacent about relying on AI too heavily. They shouldn’t underestimate the importance of having a strong research foundation, which is something we pride ourselves on providing our graduates and early careers joiners with at Ipsos.

AI is a powerful tool that can certainly amplify our abilities – but it’s also only as good a research tool as the data we feed into it, making it more important than ever that we are conducting research that is robust, rigorous, and representative. Early-stage researchers should take advantage of all of the learning opportunities available through their employers, MRS and other industry groups to really understand the nuances of sampling, weighting, questionnaire design and other foundational research skills.

My other piece of advice is to embrace human connection alongside AI.  Building networks within and outside your organisation and learning through face-to-face opportunities is critical for individuals’ skills and careers.

Babita Earle, international managing director, Zappi
Master both sides of the craft. Yes, learn the analytical tools, frameworks, and methods. But invest equally in the soft skills: storytelling, influence, interpretation, and empathy. Insights only create impact when they’re understood, championed and acted upon.

Danielle Todd, director, The Forge
The same as the advice I would have given a decade ago: focus on where you are additive, and where your value creates change for that organisation. The context and the tools will evolve, but the expectations are fairly consistent.

It is important to keep learning and adding to your wheelhouse, particularly when it comes to equipping yourself in an AI-supported marketing environment, as well as showcasing your creativity, your imagination and your energy in creating change. The combination of these technical skills and very human skills will be essential for success. 

Suzy Hassan, managing director and co-founder, Potentia
My advice to someone entering the market research industry would be to ‘be a sponge’ – absorb everything and stay endlessly curious. Enter the industry with confidence, knowing growth comes from learning and never be afraid to make mistakes; they’re essential to progress.

Choose a company whose values genuinely align with yours, because the right environment shapes your success and will support your growth. While AI is transforming research, don’t lose your voice or your human intelligence, and make sure you use technology as a tool, not a replacement for your ideas and thoughts. Your perspective, creativity and intuition will always set you apart in this evolving field.

Amanda Roberts, qualitative researcher, consumer strategy, Sky
Welcome to anyone entering the insight industry in 2026. You’re joining at a really pivotal moment.

AI is rapidly changing the way we do things – for better and for worse. Reap the benefits of this technology, but don’t become over reliant on it. You don’t want to weaken your ability to think critically – a skill that’s so important in this industry and life more generally.

Also make sure you learn the basics of research, so you know what good looks like – and can interrogate AI outputs accordingly.

Hasdeep Sethi, group AI lead and data science director, Strat7
Be curious and question everything. Challenge research processes and ask why we’re doing it that way – not because it’s wrong but because there’s probably some inefficiency built in. Junior researchers have a real advantage now because they’re more AI-native and can help senior teams adapt. But they still need to understand the [research] fundamentals.

Getting in front of consumers, conducting interviews, and attending groups to understand how people talk and behave remains essential. The key is finding the balance: use technology where it adds value but keep human effort where it matters most, particularly in analysis and reporting. Be the person who pushes these new ways of working forward. Junior researchers should also take time to understand how their company works, how insight is used and start building relationships with key stakeholders as soon as possible.

Christopher Barnes, president, Escalent
Get ahead of AI, so AI doesn’t get ahead of you.

Daniel Singham, commercial director, Yonder Data Solutions
Embrace curiosity, focus on continuous learning and develop strong skills in synthesising both human and AI generated insight. Our industry in the UK is valued at approximately £9bn, making it the largest supplier of research, insights and analytics across Europe. Our roles have a huge impact around Europe and the globe, and what we do is exceptionally important and rewarding.

Matilda Andersson, managing director, Truth Consulting
Learn the craft properly. Understand why we do what we do and the value insight and advertising bring to clients. AI can help you move faster, but skipping the fundamentals is a false economy. You still need to know how to think.

Sabine Stork, senior partner, Thinktank Research
Count yourself lucky – this is a fantastic and varied industry to work in, there’s so much scope to find a niche you’ll feel passionate about and there are many inspiring and genuinely nice people. Learn the fundamentals, and adapt to change. Do your best, try to understand what your clients need but know where to draw a line at over-delivering. 

Sabine Cronick, chief executive UK/EU, 2CV
Firstly, use your voice. Ask to join brainstorms and meetings, and soak up as much as you can from peers. Being in the office will turbocharge your learning by osmosis. Secondly, be curious. Ask the ‘silly questions’ (they’re not silly), challenge ideas and give your own perspective. Finally, join the amazing networks out there, be it WIRe, AQR, MRS or CORe, and take advantage of all that they offer.