Recent Articles

Embracing the unexpected: my career journey from Data Dread to Data Empathy

"It took me about 30 years to admit that there is a place for feminists or female quotas in business."

Curious at heart, from a very young age, I was intrigued by how local brands in my country connected with the people and managed to touch their hearts with their actions.

As a woman deeply entrenched in the world of Market Research and Insights, my journey has been one of constant learning, growth, and impactful contributions

Think big about yourself and surround yourself with people who think even bigger about you.

My journey through the world of Market Research: Lessons, challenges, and triumphs

Like many professionals in this industry, I arrived here by accident rather than design.

More than three decades ago, I started working in the market research industry, in the most exciting times of the industry, as the ‘pen & paper’ data collection started to be replaced by more advanced techniques like CATI and CAPI.

Part II: The Inclusion Opportunity is upon us… and it is a key source of future growth for brands.

Super Bowl advertising is the biggest platform of the year, but does it resonate with all the different consumer audiences? The Super Bowl, in 2022, had roughly 112 million viewers with over 40% of them from diverse groups and women.

Brands that don’t embrace diverse advertising and LGBTQ+ inclusion can alienate consumers and hurt sales.

The visibility of LGBTQ+ individuals in media and their representation in campaigns, ads, and content has a lasting impact on creating an inclusive social atmosphere.

Getting diversity and inclusion right in advertising matters more than you think. Our research shows 52% of all consumers "trust a brand more if their ads reflect my culture." For brands, demonstrating inclusion and diversity in advertising is imperative.

Part 1: Inclusive insights: What it is, why it matters, and what this means for insights professionals.

Ultimately, it is truly about our relationship to work, and the kind of company one wants to join, build or lead.

And its implications for a multicultural community.

How diversity is driving value in market research and beyond.

Together we can make a positive impact in 2022. Here’s to the future of women!

Jan Gooding,President of the Market Research Society, Executive Committee Member of Women in Advertising London and a Fellow of the Marketing Society