30Under30 Nominee: Adele Giulieri

Great to hear from 30 Under 30 Nominee, Adele Giulieri, who is a passionate research consultant from Melbourne, Australia. Working at Bastion Agency, Adele leads both qualitative and quantitative insights projects across strategy, brand, product innovation, marketing communications and customer and user experience.

If you told 18-year-old me that I would end up working in this industry, I would have laughed. Market research was my least favourite subject in university and I failed statistics twice in my first year. I studied a Bachelor of Business (majoring in Human Resource Management) and a Bachelor of Marketing at Monash University in Melbourne. I started my career working across social, digital, influencer and sports marketing, and while I loved it, something felt missing. 

I went back to the drawing board to figure out what other areas I could pursue. What I did know was that I love people, ask a lot of questions and have a creative streak. Through two internships in research, I discovered a new appreciation for data, numbers and patterns, and realised I could combine that with the human side of understanding consumer behaviour. This balance drew me in, and now, as a dualist researcher working across both qualitative and quantitative research, I feel like I’ve found the perfect fit. 

Since joining Bastion, I’ve had the opportunity to work with global commercial brands spanning beauty, Fast-Moving Consumer Goods, retail, transport, infrastructure and insurance. I also lead our internship programme, which I love as it allows me to mentor aspiring researchers and share my passion for the industry.

I think anyone who loves learning and uncovering truths should consider research. We’re the strategists behind the scenes, helping brands and organisations make smarter decisions by giving them a knowledge advantage and confidence. Research offers the chance to make an impact, from guiding business decisions to shaping initiatives that create positive change in society. Working across industries and other marketing practice areas is exciting because every day is different, your skills are constantly growing and learning is a huge part of the role. And yes, sometimes you might start enjoying statistics.

One of the most challenging moments was, early on in my career, pitching a film series to a board of executives. Public speaking has always been nerve-racking for me, and I remember feeling anxious and unconfident about presenting my ideas to the senior leadership team. I worried I wouldn’t express myself clearly or that my ideas weren’t strong enough.

I was fortunate to work with an internal mentor at Bastion, Katrina Shute, who specialises in media, presentation and communications training. With her guidance, I honed my public speaking skills and sought out every opportunity to present, which gradually built my confidence.

That experience taught me the value of preparation, resilience and confidently voicing ideas even when it feels uncomfortable. Since then, I’ve continued developing my public speaking, and it’s been incredibly rewarding to see ideas I’ve championed gain traction. It reinforced that growth often comes from stepping into situations that feel daunting.

Say yes, yes, yes. Whenever you can say yes to opportunities, put your hand up for new projects or experiences, whether or not it’s different methods, industries or types of research. You never know what will spark your passion or where your skills will shine. The more you try, the more you’ll discover what excites you and where your best work happens. Say yes to attending industry and networking events, which are a great way to connect with new people, expand your network and broaden your perspective.

Believe in yourself. Imposter syndrome is real, and it hits everyone at some point. Trust your skills and back yourself even when it feels uncomfortable. Remember that you do belong in the room and that every project is a chance to learn, grow and see just how capable you are.

Bonus tip for introverts or anyone nervous about public speaking. Get yourself out of your comfort zone whenever you can. Presenting and speaking in front of others was something I used to dread, but pushing myself to do it has transformed the way I communicate with clients and colleagues and even the way I show up in everyday life. If you can, I would recommend signing up for public speaking courses or training as they can be a game changer. 

Although AI has been an industry buzzword for years, the real challenge is to keep moving with its constant evolution rather than simply reacting to it. It’s transforming how we work, but it also demands stronger safeguards to ensure that the insights we deliver remain authentic and reliable.

We also need to embrace the power of people more than ever. That means investing in the right talent, engaging thoughtfully with participants and collaborating across the industry to amplify our impact.

Research is often under the radar compared to other areas of marketing, but it’s time to shine a spotlight on the vital work we do and the positive changes we enable for society, brands and organisations. Insights are a superpower, yet their potential is still underestimated. By showcasing that power more boldly and continuing to demonstrate our value to business leaders, we can show just how transformative research can be.

Market research is also a fantastic career path. Many of us, including myself, fell into the industry by chance, and there’s still work to do in inspiring students to see it as dynamic and rewarding. By collaborating with schools and universities, attending industry events and sharing real examples of the exciting work we do, we can show that research is a valuable and impactful career choice.

I’ve been incredibly fortunate to work with so many brilliant people who continue to support and inspire me in this industry.

I want to start by thanking Jane Carroll, Practice Lecturer at Monash University, who opened the door for me into research and encouraged me to give it a go.

At Bastion Agency, Tab Lucas, Group Client Director (Insights), has been an incredible manager, always guiding and supporting me as I’ve grown in my career.

Katrina Shute, Principal Consultant (Training & Capability), has been the most inspiring and influential mentor, whose encouragement continues to shape my confidence, public speaking and presentation skills.

I also want to give a special mention to Steven Howlett, my Managing Director (Insights), and Cheuk Chiang, our Global CEO. Their leadership and belief in the team make it an environment where new ideas and growth happen.

Lastly, a big thank you to all my colleagues in the Insights team for making every day collaborative, inspiring and fun.

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