30Under30 Nominee: Olivia Wilton

Great to hear from Global 30 Under 30 Nominee, Olivia Wilton, market research consultant and former Insight Manager at UM London, who is passionate about using research to drive positive change, especially in the sustainability space.

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

I got into the industry after working for a few years in marketing and specifically in fast-moving consumer goods (FMCG). Part of my role in FMCG was communicating the strength of our products versus competitors, which involved a lot of working with and alongside the Insight Manager. I found the idea of delving into the data so interesting that I decided to look for roles in market research. I landed my first role at BVA BDRC and the rest is history!

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

I think it’s a great path for people who love learning. That’s why I went into it. I have always loved exploring, researching and learning new things. If you have an innate curiosity about human behaviour/opinions, it is a really interesting and rewarding path to take. It also has such variety in terms of the industries, roles and projects you can be working on, which makes it really interesting and intellectually stimulating.

I also think that the ability to answer client’s burning questions and provide solutions to their problems with research you have designed is really rewarding. It’s a privilege to be able to give a voice to the people you are researching and really exciting to see that put into action and have real impact on the business/organisation you are working for.

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?

It’s not a single moment but I would say the most challenging aspect of my career so far is that I have never had a clear and unwavering calling to one thing. I find so many different things interesting and have honestly found it hard finding the ‘right’ career. I often envy people who have that strength of conviction and vision in their career because it can be really hard when you don’t have that north star.

As a result, I have had quite a squiggly career so far which inevitably comes with less stability than a more linear progression and can also hamper your earning potential versus colleagues who are more steadfast. However, at the same time I feel my curiosity and diversity of experience also makes me a really interesting addition to a team and allows me to think laterally in ways that more specialised colleagues may not.

I have realised that there is no perfect career and that it is important to define what you can and can’t compromise on and how what you are doing aligns with your values and priorities. Some people have a good sense of what they need and value from the start, other people need to learn that as they go along. I know I still have a lot to learn but I now have a much clearer idea of what matters to me and how I work best thanks to that testing and learning.

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

Firstly, I would say your ability to tell a clear and compelling story with the data. Research is so much more than just reporting data, it’s about communicating it in a digestible and accessible way. Always ask yourself why you’re using this data. Ok, so there are these figures, so what? Put yourself in the position of the audience. What would you be looking for? What questions would you be asking? One of the best things I’ve learnt is the power of stripping back to slides that tell a linear story. If you copy each of your slide headlines into a word document, and they tell a clear and comprehensible story, you are on the right track.

Secondly, and this is something I often struggle with, but making connections and putting yourself out there is extremely valuable and important. I have always found it hard to accept that a career isn’t just about what you know but it really does matter who you know and also that you are known within your organisation/field. I think it is easy, especially when you are new to your career, to keep quiet and observe but as much as you can, get stuck in. Ask the questions, reach out to senior colleagues, get involved in initiatives or industry groups. This not only helps you learn and grow but also opens doors to future opportunities or projects that can enrich your career.

Do you have any advice for our sector?

Take sustainability seriously and weave it into everything we do! There is no Planet B. I think at the moment (certainly in the UK) market research could be doing a lot more to contribute to climate action and attitudes towards sustainability. It’s great that the MRS has made a pledge to reduce emissions and to see the emergence of an industry standardised Carbon Calculator.

However, we can and should do more and I think that more lies in the tremendous responsibility we have of representing consumer/audience views. As an industry, we are the voice of the consumer/user and often have significant influence over future strategy of businesses. If the MRS were to recommend/normalise asking consumer views about sustainability in purchase choices etc, this would help contribute to conversations and build a case for more sustainable business practices and products. The influence the market research industry has over business decisions cannot be overstated and we should be supporting opportunities to ask consumers about important issues.

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

There are so many people I would want to thank but the Insights team at UM London are amazing people and truly foster a wonderful and supportive culture. So, I would want to thank Michael Brown, Gabi Paiva and Kim Lambert for giving me the opportunity to grow and work on some incredible projects. Also, Thomas Dodds and Max Willey at BVA BDRC who trained me and put up with my relentless questions!