30Under30 Honouree: Virginia Stecchini

Great to hear from Global 30 Under 30 Honouree, Virginia Stecchini who works at Opinium Amsterdam as a Senior Analyst, and who, unexpectedly, turned a passion for understanding people and society into a career in market research and insights, blending psychology expertise with creativity and insight.

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

My approach has always been unconventional, and I would describe it as a matter of fate. I studied Psychology at university and always aspired to work in HR and in areas focused on human empowerment within companies. However, when it came time to do an apprenticeship after my five years of studying Psychology, I ended up at a market research boutique agency in Milan (the only opportunity available at the time) even though I had hoped to join companies such as Adecco or Randstad.

“At least it will only be for one year,” I thought at the start of the apprenticeship, “then I’ll work in HR.” But things took an unexpected turn, and I became intrigued by this world. I loved how market research could uncover what people think and believe, and even forecast future trends.

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

Market research is a field where a small group of people work together to understand what others are thinking, how they behave, their usage patterns, attitudes, and more! I like to think of a market research agency as a team of scientists studying the mass of molecules that make up what we call society. So yes, if you’re passionate about understanding society and consumers, you should definitely consider a career in market research.

Career paths are rarely without challenges. Can you share an honest moment from your career when things didn’t go quite according to plan, but the lessons remain with you to this day?

I remember working on a project where the client was not research-savvy. The biggest challenge when a client is unfamiliar with market research (even slightly) is aligning expectations. They often assume we can perform miracles. For example, I struggled to explain what a nationally representative sample means, as the client kept assuming we would target a specific audience within that market. Aligning expectations is crucial; otherwise, there’s a risk of disappointment with the research, or worse, failing to deliver the insights the client paid for. However, after many calls and thoughtful explanations, I was able to help the client understand. This is only achieved through patience, time, clear communication, and strong relationship building.

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

Be passionate: I believe that understanding what it means to be passionate is the first step. This means recognizing what market research can do beyond simply selling a project. It’s more than a job, it’s a way to understand people, consumers, and society.
Be creative and do it with initiative: The second aspect is completely different, which is having creativity and initiative. While this role might seem like typical office work, it actually requires creativity and proactivity, even at a junior level. For example, delivering data in an out-of-the-box way is something that is highly appreciated, and it can really step up your career.

Do you have any advice for our sector?

With AI coming into play lately, I believe marketers can leverage this tool even more to speed up processes while maintaining accuracy in everything we do. AI should be seen as an ally, not an enemy that might steal our jobs, because the human touch is something we will always need in this field.

Humans understand humans, and no machine will ever fully replicate that.

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?

When I started working in market research in Milan, my former manager, Guja Tacchi, had the firmness and patience to teach me the profession, and I’m truly grateful for everything I learned in just one year. In Italian, we say “Mi ha insegnato un mestiere,” which translates to “She taught me a profession.”