Gill McKelvie – Research Hero
Gill McKelvie, telephone unit recruiter, Viewpoint Field
Gill McKelvie embarked on a market research career 21 years ago with Viewpoint as a telephone research interviewer, developing her knowledge and skills to become telephone unit manager. Since the pandemic she has returned to telephone recruitment, working on a variety of projects.
Gill was nominated because: "If it’s possible for a smile to travel down a telephone line, Gill delivers it – softening even the toughest gatekeepers and connecting with people from all walks of life. In a world where recruitment methods have evolved dramatically, her adaptability and people skills remain timeless. This was clear on a recent project where respondents – many older, affluent, and not your classic research enthusiasts – praised Gill’s approach. Gill is unassuming, consistent, and quietly brilliant.'
1. What is the biggest challenge you have faced during your career?
During my career in market research, I have worked on many challenging projects. However, the biggest challenge I have faced is working in the digital world we live in presently. Transitioning from paper, face-to-face or telephone recruitment to online and from working in the office to complete remote home working has proven one of the biggest challenges. With a background of mainly dealing with people in a particular way, learning to engage with new advancements in technology is an ongoing challenge.
2. What will be the next big trend or development in the research industry, and why?
AI will be the next big development in the research industry. AI offers tools that can streamline data collection and analyse consumer behaviour through predictive analytics that forecast future trends. It will also impact the way we recruit and engage participants.
3. Who inspires you as a researcher?
Some of my colleagues in our wider company BVA BDRC are some of the most inspirational researchers I know in the industry. Their depth of knowledge, care for participants, ease of working and quest to gain deeper consumer insights is very inspirational. I am able to learn from their knowledge, skills and innovative approach to research. This has inspired me to continue to develop my own skills and learn new ones.
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