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

The biggest challenge I have faced in my career is one that is still unfolding today: keeping pace with the accelerating rate of innovation in market research, particularly the rise of AI.

The challenge is not simply staying informed about new tools and technologies. It is managing the tension between what AI now makes possible and the established ways that organisations operate. We already have access to remarkably capable AI tools and LLMs that can address many of the tasks researchers perform every day, from data analysis and insight generation to reporting and knowledge management.

What I have learned, however, is that technology is rarely the biggest barrier to transformation. While companies are investing heavily in the latest AI solutions, many internal data structures, reporting frameworks and business processes were not designed with AI in mind. As a result, the real challenge is changing ways of working, building trust in new approaches and helping organisations adapt their culture and processes to fully benefit from these innovations.

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

Everyone is talking about AI, so that is the obvious answer. But beyond the continued advancement of AI itself, I believe one of the most important developments in the next few years will be the growing demand for AI-ready deliverables.

As researchers, we have traditionally focused on producing outputs that are easy for people to consume – PowerPoint presentations, dashboards and reports. Increasingly, however, our deliverables will need to be designed not only for human audiences but also for AI systems. That means ensuring clear data structures behind charts, meaningful metadata, consistent labelling and well-organised datasets that can be reliably interpreted by AI tools.

I think this trend will fundamentally change how we think about reporting. The best research outputs will not simply answer today’s questions; they will become reusable assets that both people and AI can draw upon to answer tomorrow’s questions.

3. Who inspires you as a researcher?

I am inspired by the people I have been fortunate enough to work with throughout my career, particularly supportive managers with a clear vision and colleagues who are endlessly curious. The best leaders I have worked with challenged conventional thinking, encouraged experimentation and created an environment where people felt comfortable trying new ideas. Equally inspiring are colleagues who constantly ask questions, explore new technologies and look at familiar problems from different perspectives.

In a field that is evolving as quickly as market research, curiosity is one of the most valuable qualities a researcher can have. I have learned that great insights often come not from having all the answers, but from working with people who are willing to challenge assumptions and keep learning. Those are the people who continue to inspire me every day.

• The full MRS Research Heroes list for 2026 can be found here.