30Under30 Nominee: Helen Andrews

It’s great to hear from 30 Under 30 Nominee Helen Andrews, a Project Manager at Fieldwork Chicago Downtown. She is passionate about bringing projects to life and is dedicated to delivering clear communication and expectations to ensure insightful research outcomes. Helen strives to make complex concepts easy to understand and consistently provides excellent management to each project, all in support of meaningful #FaceToFaceMRX connections.

How did you get into the industry and reach this point?

My introduction to the world of market research began when I was a child, as a participant! Sharing my sharp insights, from a 9-year-old perspective, on computer games. That experience sparked my curiosity, and over time, my interest in understanding consumer behaviour only grew. Like many new graduates, I wasn’t entirely sure what direction I wanted to take with my career. But when I joined Fieldwork in September 2022, it quickly became clear that I had found the right fit. The environment, the work and the people confirmed that this was exactly where I was meant to be.

Why should someone consider a career in market research, data and insights?

A career in market research offers the opportunity to be a driving force behind innovation. Taking a deep dive into what people truly think and using that knowledge to shape better products and meaningful experiences. In this career you are not just gathering insights; you are guiding strategy, influencing change and helping clients stay relevant in an ever-evolving world. If you are someone who’s curious, insightful and passionate about making an impact, a career in market research offers both purpose and possibility. Not to mention the satisfaction of seeing a product go from the testing stage to the shelves of your local grocery store.

Career paths are rarely without challenges. Can you share a moment from your career when things didn’t go to plan, but the lessons learned remain with you to this day?

In an industry where a one-size-fits-all approach doesn’t always work, one of the biggest challenges I’ve faced is the need to remain truly versatile. Each project comes with its own unique demands, and success often depends on being able to adapt quickly and think beyond the boundaries of what I already know. Throughout my career there have been moments were relying too heavily on what’s familiar didn’t provide the best results. Those experiences taught me the importance of flexibility and continuous learning. Sometimes, it means redefining what I consider ‘standard’ to better serve the specific needs of a project. That mindset has stayed with me and continues to shape how I approach new challenges.

What two things should junior researchers focus on as they progress in their careers?

Ask Questions. Starting out in any industry can be overwhelming. There are tons of specific terms and shorthand that everyone in the industry seems to know already. For me, asking questions was the fastest way to get up to speed. It helped me understand not just what concepts meant, but why they mattered.

One moment I recall early in my career was when a client sent over a DNR list for a standard consumer project. Like the average person would assume, I thought it meant “Do Not Resuscitate” and was completely confused as to why opting out of medical treatment would affect a consumer participant.  I asked a colleague, and after a good laugh, they explained it meant “Do Not Recruit.” Big difference to say the least!

Maintain Relationships. Every connection you make is an opportunity. Whether it’s with a client, a colleague or a vendor. Building and maintaining strong relationships is key to long-term success in any industry. These relationships create a network you can rely on for support, advice or collaboration when you need it most. Winning the work often starts with winning over the client and a strong relationship helps you stay top of mind.

Do you have any advice for our sector?

Reinforce the value of in-person connections. In-person research offers a depth of understanding and insight that remote methods simply can’t replicate. While remote research has positively impacted the industry, in-person remains the most insightful methodology. Gaining true insight requires more than just hearing the words, it’s about understanding body language, gestures and even the occasional eye roll. These are subtle cues that are easily missed through a screen. All stakeholders should invest in qualitative research to make impactful business decisions for their customers. 

Is there anyone who has helped or supported you in your career who you’d like to acknowledge or thank? 

I’m incredibly fortunate to have a strong support system that has made a meaningful impact on both my personal and professional life. My friends and family have always been a reliable source of encouragement in my career. Professionally, I owe a great deal to my Fieldwork family. The sense of support and collaboration within Fieldwork, specifically our Chicago-Downtown facility (Kelsey, Niki and Cecila), is unmatched. I would especially like to thank Rachel Hawley and Kelsey Buttimer for their unwavering support. Their mentorship, guidance and encouragement helped me develop greater confidence in my project management abilities. I’m sincerely grateful to have them as part of my development in this industry.