30Under30 Nominee: Marylise Mindu

Great to hear from Global 30 Under 30 Nominee, Marylise Mindu, Associate Director at Lovebrands, a global insight-led strategic consultancy based in Paris. Marylise helps brands uncover meaningful consumer insights through qualitative research. Over the years, Marylise has worked on international projects across FMCG, health and beauty, using a range of methodologies including ethnography, focus groups, in-depth interviews and online communities. Marylise’s role spans across the entire research journey, from study design and moderation to strategic insight generation, storytelling and delivery.

How did you find your way into research, data and insights?

It definitely wasn’t the plan! I was studying International Marketing and Management when I took a course on market research and consumer behaviour. As part of the course, I conducted a qualitative research project from start to finish to help a local jewellery designer, and I was instantly hooked.

I then completed my Master’s internship with one of my professors, working on an academic research project exploring political consumerism in food. Over several months, I was involved in every stage of the research process, from recruiting participants and conducting interviews to analysing findings that would contribute to a future academic publication. It gave me a strong combination of academic rigour and hands-on field experience.

That’s when I realised qualitative research was exactly where I wanted to be. I love getting beyond surface-level answers to understand people’s experiences, real motivations and perspectives, then making sense of all that complexity to bring a more human understanding to a topic. After graduation, I found my first role in the industry and I’ve never looked back.

What part of your work are you most proud of and why?

One piece of work I’m particularly proud of is a pro bono research project I led with the charity La Cloche as part of our company’s commitment to 1% for the Planet.

What made this project special was the opportunity to use research beyond a commercial context. We designed and conducted a qualitative study with donors, potential donors and local association representatives across France to better understand attitudes towards charitable giving and help strengthen La Cloche’s future fundraising efforts.

I was involved throughout the project, from shaping the methodology to conducting interviews and translating findings into actionable recommendations. The insights helped identify ways to increase engagement and support La Cloche’s mission of tackling social exclusion and fostering social connection.

I’m particularly proud of this work because it reminded me that research can be a powerful tool for positive change. Helping an organisation with limited resources access the kind of strategic insights usually reserved for large brands was both meaningful and incredibly rewarding.

What have you learned so far that you wish you’d known when you started your career?

The biggest lesson I’ve learned is that confidence comes from doing, not from waiting until you feel ready.

Looking back, the moments that have helped me grow the most were the ones that felt slightly uncomfortable at first. Whether it was taking on new responsibilities, leading challenging projects or trying unfamiliar approaches, I learned that progress happens outside your comfort zone.

I’ve also realised the importance of staying curious and challenging your own habits. In research, as in life, the best discoveries often happen when you’re willing to question your assumptions and look at things differently.

What excites you most about the future of insights and what would you like to help change?

What excites me most about the future of insights is that, despite all the technological advances and AI tools available to us, the real differentiator will remain human empathy, curiosity and judgment. The best insights come from understanding the emotions and realities behind the data, and I hope we never lose that.

At the same time, the profession is becoming increasingly flexible and multidisciplinary. Researchers are expected to adapt quickly, learn continuously and combine different skills, methodologies and technologies. I find this exciting because it pushes us to keep growing and reinvent ourselves.

As a younger generation of researchers, I think we can also help bring a perspective that is more connected to the realities shaping society today. We are navigating a world marked by economic, social and environmental challenges, which makes us particularly aware of the importance of people, communities and sustainability. I would love to see insights play an even bigger role in helping organisations make decisions that are not only effective, but also more human and responsible.

What advice would you give someone just starting out in the industry today?

My main advice would be to worry less about making mistakes. I spent a lot of time being afraid of not being ready enough, but I’ve learned that confidence often comes after you do something, not before.

Embrace opportunities that feel slightly outside your comfort zone, whether it’s moderating a group, presenting findings or taking ownership of a project. That’s where the learning happens. And if you’re someone who loves understanding people, you’ll find this industry incredibly rewarding, because at its heart, it’s all about human connection and empathy.

Who has helped you along the way?

Throughout my journey, I’ve been inspired by different people for different reasons.

During my studies, a market research lecturer first introduced me to the real value of qualitative research and its ability to uncover rich human insights beyond the numbers. She played a key role in sparking my interest in the field.

I was also fortunate to complete an internship with a professor specialising in consumer behaviour, which gave me hands-on experience in academic research and helped me develop a strong foundation in research design, interviewing and analysis.

More recently, I’ve been inspired by a colleague who has been working in qualitative research for nearly a decade, both in France and the UK. She’s incredibly positive, curious and authentic, and consistently reminds me that you can be both rigorous and genuinely yourself in this industry. Her enthusiasm for people and research is contagious.