30Under30 Nominee: Sam Walker

Great to hear from Global 30 Under 30 Nominee, Sam Walker, who is a Research and Insights Manager at The Football Association.

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

I fell into the industry (like most do) after completing my Masters in Sports Performance and quickly realising that touching sweaty feet as a physiotherapist wasn’t quite the dream I’d imagined.

However, whilst sport was always a passion, the research, data and analytics side of the course also sparked something in me, and I was lucky enough to land a role at Tapestry, a brilliant research agency that helped lay the foundations and shaped me into the researcher I am today. 

Now I’m client-side at The Football Association, where I get to influence decisions that range from helping young girls and disabled children begin their football journey, to ensuring our Wembley Stadium members enjoy world-class hospitality experiences for the various sport and entertainment events we host.

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

Market research, data and insights is a fascinating space that offers a huge variety of career paths depending on your interests, whether you want to become an expert in a specific industry or work across multiple sectors.

It’s a career where curiosity is rewarded, and you get to influence real-world decisions with evidence and empathy. Plus, let’s be honest, it’s nice to be taken seriously without having to wear a suit. My boldest office attire to date has been a poncho and orange swim shorts!

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?

One of the biggest challenges I’ve faced in my career has been managing expectations, especially around progression. There have been moments where I’ve felt stuck, overworked and unsure of what the next step looks like, which can be tough when you’re ambitious and passionate about what you do.

The lesson that has stayed with me is the importance of open conversations, setting boundaries and recognising your own value outside of titles or promotions. Career growth isn’t always linear and sometimes the biggest progress comes from learning how to advocate for yourself.

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

Network, network, network.I’ll admit I’m still working on this myself, but getting out there, whether it’s conferences, webinars or social events, makes a huge difference. Recognising friendly faces and learning from the best in the business has helped me think differently and apply new perspectives to my work over the years.

Protect your time.It’s easy to let work take over, especially in a fast-paced environment. People often say, “nobody’s going to die if a deadline slips,” but few actually live by it. Ultimately, the work will always be there, whether you log on at the weekend or not. So, take time for yourself, whether it’s for career development or just to switch off completely.

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

I’d have to start with Ian Wright, Joint MD at Tapestry, and Silvia Langley, Director at Tapestry, who showed me the ropes early on and really helped hone the research skills that have carried me through my career so far.

I also want to give a big shout out to the entire Research and Insights team at The Football Association. They’ve been brilliant at helping me adjust to client-side life and develop a different set of skills needed to be successful in this environment.