FEATURE8 November 2021

Rishi Moulton – Research Hero

Features People

This year, the Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Rishi Moulton has joined the cadre of Research Heroes 2021.

Rishi Moulton, Research Manager, Westco Communications


Rishi Moulton is research manager at public sector communications agency Westco Communications. Moulton leads a free research programme that is providing more than 80 public health organisations and city councils with strategies and creative assets for Covid-19 health communications.

Moulton’s work has included delivering over 180 different vaccine hesitancy campaign creative assets to public bodies free of charge by the end of July 2021.

He also provides data and analysis weekly on the best performing assets, as well as open public video messages from specific health influencers for public bodies to use to increase vaccine take-up. Public sector bodies can then choose the best performing messages and artworks for their campaigns.

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

I think the biggest hurdle I have had to overcome is finding the confidence to not only report the data but use it to advise my colleagues and clients. It’s a step any researcher needs to take to truly provide value. If I had not found my voice, I do not think I would have been able to support our clients to deliver effective public health campaigns, which was vitally important.

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

From a public sector perspective, I think there is an increasing need to reach people from marginalised communities in market research, as local authorities and other organisations take a more targeted approach to their communications. Developments in this area will have a massive impact on people’s lives.

Who inspires you as a researcher?

Jen Compton – Jen was the person at Westco that hired me, so maybe I’m a bit biased. But through her example, she set out a template of what an excellent researcher should be. She taught me to go above and beyond for our clients, showed me how to empower my colleagues and empathise with our research subjects.

View the full list of Research Heroes for 2021

In Spring 2022, MRS will be requesting nominations for Research Heroes 2022.