30Under30 Nominee: Rhodée Haan
Great to hear from Global 30 Under 30 Nominee, Rhodée Haan, Client Consultant Qualitative research at Kantar, who collaborates with people across the globe, celebrates different perspectives, brings voices together, and is now expanding her journey from Amsterdam to Dubai, continuing to learn and help brands grow.
How did you get into the industry and reach this point?
Probably not the sexy, exciting story people expect. I finished my Bachelor’s and honestly had no clue what I wanted to do. Project management sounded like something I’d be good at, so I applied for a project management role at Kantar.
Something that was really important to me was how a company thinks about mental health. At that time, I was dealing with panic attacks, and Kantar actually takes mental health seriously. A day off on mental health day and people who genuinely check in on how you’re doing as a human being. I just wanted to find something that felt right. And that was Kantar.
I started in quantitative research, but quickly realised numbers (and long-term projects) just weren’t for me. Luckily, I had a manager who listened and supported me. Some colleagues still joke about it: “How did you end up there in the first place?!” Even though there wasn’t a formal role, I was able to start working partially in qualitative research. Three years later? Completely happy, thriving and right at the heart of people’s opinions, emotions and connections.
Why should someone consider a career in market research, data and insights?
Well why wouldn’t you? Because you think it’s boring? Because you imagine huge data sheets and sitting behind your laptop 24/7? Let me tell you something else.
You work with leading brands and get a peek into what’s being created before the world even knows it exists. One week you’re figuring out how people with arthritis can open their medication boxes easily, the next you’re deep into beard shaving behaviour or what glasses make drinking a beer the best experience ever. Or you’re suddenly interested in the emotional journey of swimming pool cleaners. Before you know it, you’re dreaming about cleaning your imaginary pool, drinking a beer, beard freshly groomed (if you had one), because you helped those brands grow.
Voices matter. The bolder, the better. Right from the heart.
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?
I presented at MIE with Tellet and Desperados, 300 people in the room. It actually went really well, especially considering how nervous I was. But afterwards my inner critic took over completely. Every presentation or new client meeting after that made me nervous for months.
It’s very easy in this industry to just keep going and going without realising what you’ve actually done, simply because there’s so much happening all the time. And if you don’t take a moment to stand still, that inner critic gets louder and louder.
My lesson? Celebrate your wins. Big ones, small ones, the ones no one else even notices. Take a moment, look at what you’ve achieved, breathe, and then continue. Growth goes at its own pace, and it’s easy to get stuck in “I should be better” or “I should already be further.” I did well. I kicked ass. Period.
What two things should junior researchers focus on as they progress in their careers?
First: be honest with yourself and with your manager. Say what you want, what you like, what you really don’t like. It’s your career and don’t let anyone else drive it for you.
Second: don’t think the thing you’re doing now is the only thing you can do in market research. There are so many different roles and directions. If something doesn’t feel right, speak up early so you can explore what does.
Do you have any advice for our sector?
Everything is moving stupidly fast. AI, new tools, new products, and innovation left, right and centre. It’s easy to feel like you have to be Usain Bolt to keep up. You don’t.
But I do think we need to get better at making decisions in the moment. We’re so focused on wanting everything to be perfect before we start something. Innovation? Yes, as long as it tests well. But with the speed the market is moving, if you wait for perfect, you’ve already missed the train. So step in the train. See where it takes you. Reshape our thinking with learning on the go. Make decisions when the momentum is there.
Is there anyone who has helped or supported you in your career who you’d like to acknowledge or thank?
A major big shout-out to my mentor, Marcel Spijkerman. He’s one of those rare people who is just made for what he does. With over 30 years in Market Research, he still brings a level of passion and expertise that’s honestly inspiring. I’m incredibly honoured (and lucky) to get the chance to learn from him.
