Anthony Shephard-Williams – Research Hero
Anthony Shephard-Williams, Director, Mustard Research
With nearly two decades of agency-side experience (including GfK NOP, Virtual Surveys and Mustard Research), Anthony specialises in online insight communities and integrating AI into research methodologies, enhancing insights and efficiency. He is an alumnus of Leeds Metropolitan University (BA, with honours in business and marketing) and has contributed thought leadership to industry publications.
Anthony was nominated because "his leadership has helped shape a thoughtful, progressive path for AI adoption within research. He is also a vocal advocate for responsible AI use, raising important points around the risk of ‘norming’ from overuse."
1. Biggest challenge faced during my career
I kicked off my career on a graduate scheme at GfK NOP in London. After three years, the toughest decision came when I left the London bubble, full of agencies and opportunity, to move back up North, where the research scene felt much smaller. I was out of work for six months, seriously considered a career change, but stuck with it. After a short stint at Virtual Surveys, I landed at Mustard, found my people and team, and 15 years later I’m still here. Safe to say it worked out and it’s great to see how much the Northern research community has grown.
2. Next big development or trend in MR
If you’d told me a few years ago how AI was about to change everything, I wouldn’t have believed it. The pace of change has been wild and exciting. So, what’s next? Honestly, I can’t say with any certainty. But what I do know is that AI is going to become increasingly integrated into our workflow and change will keep coming fast, and that’s what makes this industry such a brilliant place to be right now.
3. Who inspires me as a researcher
I get a lot of inspiration from smaller agencies and teams doing smart work — using sharp thinking and agility to make a big impact. It’s a good reminder that you don’t need huge budgets or big names to get to great insight. Curiosity, creativity and the guts to challenge the brief often count for more.
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