Celebrating and Elevating the Insights Industry

The Insight250 spotlights and celebrates 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing. The awards have created renewed excitement across the industry whilst strengthening the connectivity of the market research community. Winners of the 2024 Insight250 will be announced at the ESOMAR Congress in Athens this September - a full list of previous winners can be seen at Insight250.com.

With so many exceptional professionals named to the Insight250, it seems fitting to tap into their expertise and unique perspectives across various topics. This regular series does just that: inquiring about the expert perspectives of many of these individuals in a series of short topical features. 

This edition features James Endersby, CEO of Opinium, Chair of the UK’s Market Research Society (MRS),  Founder of Significant Insights and pioneer of the Global 30 Under 30 awards. James sat down with Insight250 CEO Crispin Beale to discuss the importance of bringing the role of insights into the corporate spotlight to highlight its growing importance to brands and industries and to motivate the rising stars that are propelling the future of market research.

Crispin: James, you’ve just taken on the role of Chair of the UK’s Market Research Society (MRS), why did you decide to do this and what do you want to achieve?

JE: “The MRS stands up for, regulates, inspires, trains and drives the UK market research and insights sector, a £9bn industry that underpins almost all strategic decision-making. I was encouraged to stand in the election for Chair, and it’s a privilege to now be in the thick of it. I have a busy life as CEO of Opinium, championing Significant Insights, the Global 30 Under 30, and most importantly, my phenomenal young family. But my role as Chair of the MRS is special indeed. A cheerleader for the incredible team that passionately runs the show, and my brilliant Board whose diversity represents the proverbial four corners of the UK market research industry. Loving it!”

Crispin: Why are insights so important?

JE: “Look, it’s a pretty confusing world out there. If organizations are to thrive and not just survive, then they have to deeply understand what people think, feel and do, and that’s where our sector comes in. It pisses me off that our sector doesn’t get as much kudos as it deserves, as there is not a brand, government or charity out there that doesn’t rely heavily on some element of research and insights to make decisions. Our sector is essential, and I am hell-bent on championing our work.” 

Crispin: You’ve talked in the past about toxic modesty, what’s that about?

JE: “No one likes a show-off. That’s not what I mean. But I do think we are our own worst enemy. We need to speak up and we need to stop being so timid! I created Significant Insights to shine a light and offer up a platform to champion our brightest and our best, so that those starting out and those outside our sector may learn, grow and develop. 280 articles, including over 100 profile interviews later, we’re building our sector’s champion where anyone can access wisdom, inspiration and knowledge to get ahead in our sector. If we want to make our sector a destination career, then we must be better at advocating for ourselves and telling our stories. 

Crispin: Why does it matter?

JE: “I think we currently get taken for granted. I joined our sector from the management consulting sector, where I saw firsthand the power of perception. If we want to be able to attract the best talent, thrive as a sector, charge and/or be paid what we are worth, and deliver game-changing insights, then we have to learn to advocate for our work better. Insights have the power to help change the world, and everything in between. We need to speak up.”

Crispin: You’re modest about your many accomplishments - CEO of Opinium and Founder of Significant Insights - tell me, without being modest, about the Opinium journey and what you’ve learnt along the way.

JE: “In life, I think it’s important to have fun. I have an excellent and inspiring team around me, including my executive board. They’ve inspired and encouraged me to not only do my day job, but to do as much as I can to help make positive change a thing.”

Crispin: Why did you set up Significant Insights and the SI 30 Under 30 awards?

JE: “Because no one else is doing it. Why do we always hear about one or two people in our sector, and always from billion-dollar agencies? Our sector is bursting with interesting, brilliant, kind and wonderful people and I’m keen to share their stories so those starting out and those considering our sector can learn, develop and grow into our next-generation insight leaders.”

 Crispin: Have you had pushback on the awards?

JE: “I’ve had quite a few from my generation and above ask when I’m launching a 40 Over 40, or a 50 Over 50, or some such thing. Of course, that slot would be hard to cover given that the Insight250 is now a household inspiration station in our sector.

“Anyone who wants to know what is available to celebrate the more experienced, look no further. But one cannot argue with the fact that there is nothing for those on their way up, and that is where the Significant Insights Global 30 Under 30 list comes in. Celebrating and championing the rising stars of the insights world.” 

Crispin: Insights is rarely a proactive first-choice career, how do we change that? Why does it matter? 

JE: “Significant Insights strives to provide a platform to inspire and drive the next generation into our sector. Making the market research industry a destination career involves several strategies to attract and retain top talent. Here are some suggestions:

1. Promote Career Advancement Opportunities: Clearly outline career paths within the industry, showing employees how they can progress and grow within the field. Providing training and development programs can also help employees advance in their careers.

2. Offer Competitive Compensation and Benefits: Ensure that salaries are competitive and offer attractive benefits packages to attract and retain top talent.

3. Emphasize Work-Life Balance: Promote a healthy work-life balance by encouraging reasonable working hours, providing opportunities for remote work, and supporting employee well-being.

4. Invest in Technology and Innovation: Keep up with the latest technologies and trends in market research to provide employees with cutting-edge tools and resources. Encouraging innovation and creative thinking can make the industry more appealing to professionals who value opportunities for growth and learning. 

5. Cultivate a Positive Agency and Team Culture: Foster a supportive and inclusive work environment where employees feel valued and appreciated. Encourage collaboration, open communication, and recognition of achievements to create a positive company culture.

6. Promote Industry Recognition: Highlight success stories and achievements within the industry to showcase the opportunities for growth and recognition available in market research careers.

By implementing these strategies, we can make the market research industry a more attractive destination for professionals looking to build fulfilling and successful careers.” 

HOT TOPIC: For years we’ve talked about the importance of diversity and inclusion and a lack of representation in our sector - how do we move this forward?

JE: “Progress has been made, but far more still needs to be done in attracting people from all backgrounds into our sector. However, I’m going to come at this question from the retention angle. We need to ensure that once we have attracted talent into our sector, we do everything we can to ensure it is a welcoming and inspiring place to work, where no matter where you come from you are given all the opportunities to learn, grow and develop. Successfully retaining ethnic minority talent requires a comprehensive approach that addresses various aspects of their experience in the workplace. Here are some strategies that I think can help improve retention:

●      Diversity and Inclusion Initiatives: Implement policies and programs that promote diversity and inclusion within your business. This could include training for all employees on unconscious bias, and ensuring that diversity and inclusion are prioritized in all aspects of the organization.

●      Mentorship, Networking & Allyship: Provide mentorship programs that pair individuals from ethnic minorities with senior leaders within the organization who can provide guidance and support. Encourage networking opportunities for employees from diverse backgrounds to connect with others in the industry. Create a culture where allyship is encouraged and cheered.

●      Supportive Culture: Foster a workplace culture that is inclusive and supportive of all employees. Address any instances of discrimination or bias promptly and ensure that there are clear channels for employees to raise concerns or provide feedback.

●      Employee Wellbeing: Prioritize the well-being of all employees. Offer support services, such as mental health resources and work-life balance initiatives, to help employees manage their personal and professional responsibilities.

I think that by implementing these strategies, agencies and in-house teams can create a more inclusive and supportive environment that encourages individuals from ethnic minorities to stay and thrive in the market research sector.” 

TOP TIP - What's your top tip to be a leader & innovator in our profession?

Be yourself. To be an effective leader you need to show up every single day. That is impossible to do if you’re trying to be someone you’re not. Think hard about what makes you tick, about your authentic self, and bring that all to work. Not only will that be less stressful for you, and you’ll be setting the right example for your teams, but you’ll certainly have more fun, and almost definitely be more effective.

Crispin: James, thank you for this in-depth conversation on such a critical topic for the insight industry and for sharing your expertise in this realm. And thank you for the ongoing work you do to celebrate the impact of market research.