30Under30 Honouree: Malin Hornebrant

Great to hear from our 2023 Global 30-under30 honouree, Malin Hornebrant, who works as a Senior Analyst at marketing intelligence company Nepa. There, she helps clients around the world understand how to strengthen and grow their brand.

So, how did you get into the industry, and take us through how you got to this point

It’s safe to say that I more or less stumbled into the insights industry! I was very interested in marketing when I was younger, and after finishing my master’s degree in international marketing I found Nepa. What really caught my interest was the fact that I could combine marketing with my natural curiosity and learn more about what makes consumers tick. I love that I get to work with insights across a variety of industries and projects – no working day is really like another and I appreciate that it is so dynamic.

What are you most proud of from your career so far?

I’d say that I am the proudest of the relationships that I have with the clients that I work with. It’s very engaging to do various projects for the same client, as it gives me a better understanding of the big picture, and allows me as an analyst to use insights from various projects to answer their business questions. Once you do that, you can really take on the role as an advisor! 

In addition to that, I take great pride not only in what I do in terms of value for our clients and in different projects, but also as a colleague. I strive to always help others, want to bring a positive energy into the workplace and try to focus on knowledge sharing. The work we do is engaging and interesting but to do it in an inspiring, helpful, and caring environment is the icing on the cake – and I want to make sure that I contribute to those aspects.

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

I think that the two main key success factors for junior researchers are to:

Take initiative of your own learning and show your curiosity. When you show that you want to learn by taking on new tasks or push yourself into doing things out of your comfort zone, you not only develop your skills but you also improve your self-confidence. This does not only apply to doing projects that you’ve never done before, it’s also a part of the everyday work tasks – take the initiative to write draft emails, summaries, and recommendations – and then ask your colleagues for their input. I really believe in learning by doing, and colleagues around you will appreciate the curiosity and initiative-taking spirit!

Find one or two people in the industry that inspire you. It’s much easier to envision where you want to be in a few years if you see it in someone else – and don’t be afraid to ask these individuals for feedback or advice on how to progress in your career.

What message do you have for anyone considering a career in our sector?

For those who consider a career in insights, I’d say – stay curious and humble. This industry is continuously developing, and as long as you have an interest in developing your skill set, there are always new things to learn.

And do you have anyone who has helped your career so far that you’d like to acknowledge and say thanks or give a shout out to? 

I’ve had the pleasure to work with a lot of inspiring colleagues who have helped me develop my career at Nepa. Naming them all would make a very long list! But I would like to give a special thank you to Cajsa Wirén, who has inspired me since day one. Lisa Fridell and Malin Larsudd also deserve thanks – they have always had faith in me and give me the courage to keep challenging myself.