FEATURE9 July 2024

Renee Love – Research Hero

Features Research Heroes 2024

Renee Love, Director of Analytics & Research, Customer Success, mTab

For more than 25 years, Renee Love has impacted the insights industry, serving 12 years aat mTab, elevating its global client portfolio, featuring brands including Stellantis, Disney, Amazon, Paramount and Ford. Previously she served in strategic insights positions with R.L. Polk, BBDO and BNP Media.

Renee is known for her commitment to delivering exceptional support and unique solutions. She has been vital to mTab’s innovation, which has been pioneering market research technology for more than 35 years. Her ingenuity also helped devise and support applications and enhancements which earned Market Research Society’s ‘Best Data Solution’ honour.

Renee was nominated because "when Ukraine was attacked, Renee was a force rallying mTab’s critical response, including divesting the company from our clients’ Russian divisions, a difficult, but vital response her team spearheaded. She also helped coordinate the organisation’s financial and volunteer donations to support relief efforts. She is also a dedicated Women of the Moose member, a charitable organisation that supports orphanages, schools and retirement facilities."

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

The biggest challenge I have faced in my career is presenting information that is contrary to what the stakeholder is expecting or wants to hear. In the realm of data analysis, it’s imperative to remain objective and let the data guide the decision-making process, even if it means presenting information contrary to what stakeholders anticipate.

Too often, researchers are tasked with proving a predetermined point or supporting a particular theory, regardless of whether it aligns with the evidence. However, to truly understand a situation and derive meaningful insights, it’s essential to ask the correct questions and allow the data to speak for itself. By doing so, we can uncover hidden patterns, challenge assumptions, and ultimately arrive at more accurate conclusions, even if they diverge from initial expectations.

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

AI has become ubiquitous, permeating various sectors with its transformative potential. From healthcare to finance, its applications are vast and continually expanding. I am particularly eager to witness its deeper integration in market research.

However, as AI accelerates the efficiency, efficacy and presumably the volume of research, it will become increasingly vital to efficiently communicate and collaborate on these insights. Fortunately, I have a front-row seat to mTab’s innovation on this front as it enhances and expands its Insight Management System (IMS), a single, integrated suite of AI-enabled applications for finding, sharing and managing insights organisation-wide.

Who inspires you as a researcher?  

Like many others have said, I am inspired by the people around me. Recently, I have been more inspired by the next generation of researchers and tech developers. Their innovative approaches and groundbreaking discoveries fuel my passion for staying updated in my field.

I feel it is important to be flexible and change with the industry. I’m always excited to hear new ideas and use technology to enhance my work. I truly enjoy seeing new technological advances and figuring out how to implement them in my everyday job. It’s this adaptability and willingness to embrace change that keeps me motivated and engaged in my career.

View the full list of Research Heroes 2024

Features Research Heroes 2024

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