FEATURE9 July 2024
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The Market Research Society launched the Research Heroes programme to celebrate the sector’s unsung heroes. Shona Pickersgill has joined the cadre of Research Heroes 2024.
Shona Pickersgill, Senior Insight & Research Manager, Superdrug
Shona has 10 years of experience in research and insight, working within a variety of environments, from brand to media owner to retailer. Starting out at Danone as a graduate, Shona is now developing and leading the research function within the insight team at Superdrug.
Shona has a passion for spreading the voice of the customer and strategically embedding data within businesses. She operates cross methodology research projects, including creating new avenues to reach customers across a variety of business dimensions, from the future customer to healthcare technology. Her love and enthusiasm for research is only growing.
Shona was nominated because "her commitment to customer-centric decision-making is exemplary. She spearheaded the establishment of a customer research panel and youth board, enabling us [Superdrug] to grasp the needs of Gen-Alpha. Her colleagues commend her ability to articulate insights. I’m always impressed by how passionately she talks about insights and making it completely relatable for those without a data background. She’s great at sharing knowledge and being action led – I learn something new every time I interact with her".
What is the biggest challenge you have faced during your career?
My biggest challenge has always been that as research professionals, we are sometimes the challenge. Data often goes against the gut of heavily experienced stakeholders and can sometimes be challenged or rejected. Therefore, building robust and clear methodologies, alongside relationships built on trust, has led to outcomes where data is at the heart of decision making.
What will be the next big trend or development in the research industry, and why?
While many will say generative AI and how it will change the way we do research, which is true, I would say there will be a respondent revolution. Awareness of the value of personal data, and therefore personal opinion, is on the rise, alongside brands’ and companies’ need for authentic feedback. Therefore, the way will conduct research will fundamentally have to remodel to accommodate this revolution.
Who inspires you as a researcher?
My team. While there are numerous icons in the research industry I could name, its my team that inspires me every day. Their creativity, passion and quite frankly cheek always keeps me on my toes in terms of mindset but also principles of research. I expect to see them all on this in the coming years.
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