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

Anyone who knows me knows I seek out challenge: I’m never at my best when I feel too comfortable. I think challenges are there to be tackled head-on: if you don’t do so, you not only risk atrophy, but you’ll never experience the joy of discovering yourself capable of things you never thought possible.

So I’ve faced a fair few challenges, but this one was probably the most pivotal. I left school at 16 to be the sole breadwinner for my family. Particularly early in my career, in order to move forward, I felt I had to push a little bit harder than some (occasionally annoying, but always character-building).

My move into research came after four years working as a media planner and wanting to pivot into a marketing career – something close to impossible without a degree. But I managed to get a top 2% GMAT (easy with practice) and blag my way onto a full-time marketing MBA. I’ve never wanted anything so badly and I’ve never worked harder in my life. My goal wasn’t just to pass: it was to become the first non-graduate ever to achieve a distinction. Challenge completed.

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

The next definitive development won’t be technological: it will be cultural. It’s time for our industry to rediscover its mojo, find a powerful new voice, and stop wasting energy fixating on whatever technology is currently claiming to “disrupt” us.

It’ll be a shift away from data delivery and methodology toward commercial advocacy. We need to start passionately telling our story outside of our echo chamber to the people who matter – CEOs, CMOs, and CFOs. The ultimate value of research isn’t the method or the tech we use to gather it, but how that work fundamentally drives business growth. The future belongs to researchers who can speak the language of the boardroom.

3. Who inspires you as a researcher? 

Humans. The thing about people is that, just when you think you get them, they go and surprise the hell out of you. This is what researchers get out of bed for, and why I’m still doing what I’m doing.

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