Our people

At RONIN, our tagline encapsulates our approach:?'We get people, real people, real data.'?We take great pride in our commitment to delivering high-quality, authentic data. This achievement is made possible by the talented individuals who form the core of RONIN. Today, we invite you to meet our people and learn more about the individuals behind our success.

1.?????? What's the most rewarding part of your job as Head of North America?

The most gratifying aspect of my position as Head of North America lies in establishing and nurturing the framework for our business across this region. It involves providing strategic guidance to the company, specifically tailored to the nuances of the US market. It further enhances the outstanding reputation that RONIN has garnered globally for its exceptional B2B and hard-to-reach audience research.

2.??? What was your journey to your current role?

My career kicked off at a startup dot-com company when the internet revolutionised our lives and business operations. I was part of the team that brought B2B survey research into the online realm. As someone trained in survey design, it was truly exhilarating to be a part of the growth of the online market research industry at home and abroad.

I thrived in the startup environment, where I had the chance to take on various roles and contribute to developing top-notch research teams. Along the way, I've had diverse experiences, including working at a market research agency, a technology-focused end client, a sample supplier, an outsourcing firm, and even a sizeable private PR company. This eclectic journey allowed me to see the industry from multiple angles, and I'm now delighted to refocus my efforts on B2B research once more.

3.??? Can you share a challenging project or situation in market research that you successfully navigated? What were the key takeaways from that experience?

I've had so many examples over the past 26 years. It all boiled down to recognising that conducting research in the business world, mainly when applied to businesses themselves, is both an art and a science. Striking the right balance between knowing when to stand your ground and when to adapt can be quite a challenge, especially if you have a background in the scientific side of the industry and you're working with stakeholders and clients who value the artistic aspects of research more than the scientific ones. It's trickier than it sounds to unlearn some of your training and develop creative solutions to meet the research objectives. What I've learned is don't be afraid to say no. You must know when to say no to a request and how to pivot to provide alternatives quickly; trust is built because you stand up for what will make the project more successful, not just saying yes to every request.??

4.??? What advice would you give to individuals entering into the field of market research and who want to eventually reach leadership positions?

The field of market research is surprisingly tight-knit, and you never know when you'll find yourself working with or for the same colleagues in leadership positions down the road, so maintaining good relationships is crucial. Avoid burning bridges whenever possible.

When you transition to a new role, approach it with the mindset of a researcher. Take your time to observe, learn, and understand the current practices and workflow before introducing your ideas. It's often wiser to absorb information, actively listen, become proficient, and formulate strategies to improve existing processes rather than immediately trying to make a significant impact. Leaders are about leading people rather than managing projects, so distinguish the two.?

Remember that change is a constant in the business world. Embrace change, adapt, actively participate, or risk falling behind as the business landscape evolves.

5.??? In your opinion, what are some of the most significant opportunities and challenges currently facing the market research industry in the US?

Right now, the market research industry operates without formal education, meaning there's no certification required to label yourself or your company as a market research agency. Consider this: would you entrust your pet to a veterinary clinic staffed by individuals who love animals and are good with them but lack professional veterinary training? Then why shouldn't we apply the same logic when selecting who conducts our research?

Our field desperately needs some form of standardised education or certification criteria. This would ensure that those designing studies and advising clients on business decisions possess a foundational background in their work. I've personally encountered situations where interns with no prior survey-writing experience were tasked with creating surveys for B2B decision-makers. They needed to grasp proper question phrasing or response balancing, resulting in a subpar respondent experience and unreliable results. Yet, if it's what the client pays for, it can go ahead. This is concerning, and I firmly believe that the lack of fundamental education and experience contributes to many of the challenges we encounter in market research.

As an industry, we must confront this issue and establish a framework to ensure that research professionals are appropriately trained and qualified. And as clients/consumers of research, you should be questioning this, too.?

6.??? Are there any specific market research trends or innovations that you find exciting for the US market?

You might be expecting me to mention AI/ML and ChatGPT, and they are indeed exciting and poised to reshape our industry. However, what truly excites me is the potential of secondary research methods. As an industry, we can expand our research horizons by integrating a more comprehensive array of data sources and techniques into our plans. Secondary research, which involves monitoring and measurement, has much to offer our field, but more market research firms need to harness its power.

7.??? If you could learn a new skill overnight, what would it be and why?

Data science: I would love to wake up tomorrow and know all there is to know about how to be a data scientist. An advanced understanding of large data sets and the predictive power of this type of data would complement the way I think about primary and secondary market research data and further enhance the feedback I can provide to clients. And I love the title too.

8.??? What's the best advice you've ever received, and who gave it to you?

Coming from a background in psychology counselling, I was advised not to offer or seek 'advice.' The rationale behind this counsel was that giving or receiving advice could create a scapegoat if things went awry or, conversely, attribute success to someone else if they went well. However, my mom shared a valuable wisdom with me: 'It's more challenging to accept people for who they are rather than who you want them to be.' This insight has dramatically influenced my leadership style, as I've learned not to expect or treat everyone similarly.

9.??? What's the most exciting or unusual hobby you have outside of work?

Outside of work, I am a family historian. I have been researching my family tree and the family DNA for years, fascinated by the stories and the mysteries of lost generations. I love spending hours finding pieces of the puzzle where and when possible.