Women to watch in market research in 2025

The field of market research is ever-evolving, with new methodologies and insights shaping the way we understand consumers and markets. 

At the forefront of this are remarkable women who are not only driving change within their organizations but also sharing their knowledge to uplift the industry. 

This article celebrates women in market research who have been making waves through their conference talks, thought leadership and LinkedIn presence in 2024. Read on for our list of women to watch in market research this year.

Before we dive in, we have a brief note on the importance of visibility today. 

Visibility is crucial in market research for several reasons. First, it amplifies the impact of innovative ideas, ensuring that best practices are shared and adopted. Second, it helps to inspire the next generation of researchers, particularly women who may be underrepresented in leadership roles. 

Platforms like LinkedIn, podcasts and industry conferences provide a stage for professionals to share their expertise, connect with peers and shape the future of the field.

The women featured in this article exemplify the power of visibility in market research, leveraging their platforms to educate, inspire and lead.

Below are ten extraordinary women who have made significant contributions to market research this year. 

Bianca Johnston (Consultant, formerly Shopify)

Bianca Johnston’s work in e-commerce research has left a lasting impact. While at Shopify, she spearheaded initiatives that deepened understanding of online consumer behavior. In 2024, Bianca shared her journey and insights at various industry events, conferences and podcasts, as well as built up a very thought provoking and truly enjoyable LinkedIn profile, inspiring others to think creatively about market research. 

It’s worth calling out that her LinkedIn content is a rich resource for anyone exploring B2B or B2C insights trends.

Jacci Weber (MARS)

As an up-and-coming insights leader at MARS and co-founder of the Insights Career Network, Jacci Weber has become known for her fresh perspective and ability to turn complex data into actionable insights. 

Her presentations at industry conferences and podcasts in 2024 have captivated audiences, focusing on AI and innovative approaches to consumer behavior analysis. On LinkedIn, Jacci consistently shares valuable resources on career growth opportunities and open roles in the industry, making her a go-to professional for those looking to stay ahead in market research.

Katya Des Etages (Channel 4)

Katya specializes in research designed to educate the media and advertising industry on representative and inclusive campaigns. Her recent work includes Black to Front, Black in Business and award-winning insight initiatives like Mirror on The Industry and the Diversity in Advertising Awards.

One of her standout projects, the Mirror on the Industry project, began as an annual audit of representation in TV advertising, but has since turned into the ‘Mirror on’ series which dives into representation of specific groups (with Mirror on Transgender People out now!). 

On LinkedIn, Katya consistently shares content surrounding diversity and inclusion in the insights space, from advertising to awards and more. 

Joanna Lepore (McDonald’s)

At McDonald’s, Joanna Lepore is known for her innovative approach to consumer insights. Her talks at conferences such as the Dubai Future Forum and own Looking Outside podcast always provide actionable takeaways for professionals on the future of insights, foresight, personal branding, marketing and more. 

Joanna’s LinkedIn presence is equally compelling, offering fresh perspectives and engaging dialogue with her audience.

Paula Tripp (Consultant, former BET)

Paula Tripp, former BET VP of Insights and CEO and founder of The Insights Partnership, is an industry veteran known for her expertise in transforming data into meaningful consumer and marketing insights. 

In 2024, she co-presented at the American Association of Family & Consumer Sciences (AAFCS) Annual Conference. Her session focused on the power of hands-on activities and community engagement, highlighting innovative approaches to consumer education and involvement.

On LinkedIn, Paula shares insights on topics such as the importance of cultural competence in market research, the value of storytelling in data presentation and the need for inclusivity in consumer insights.

Deirdre Van Zyl (Diageo)

Deirdre Van Zyl’s work at Diageo has set a new standard for brand insights and consumer engagement, particularly when it comes to expanding into new markets. 

Her expertise in aligning market research with brand strategy has been a highlight of her appearances last year, as well as her wealth of knowledge on innovation. 

Jennifer Picard (Opella)

Jennifer Picard has been a prominent figure in market research at Sanofi Consumer Healthcare. In 2024, she participated in discussions that explored how insights can ignite creativity and addressed potential challenges in the field. She was also recently recognized as one of the winners of the Insight250 award in 2024. 

On LinkedIn, Jennifer frequently shares content related to trends, innovative research methodologies and the integration of creative strategies within market research. Her posts often provide valuable perspectives on leveraging data to drive consumer engagement and product development.

Oksana Sobol (The Clorox Company)

As Vice President of Insights at The Clorox Company, Oksana Sobol has been instrumental in transforming the company's approach to consumer understanding. 

In 2024, she co-presented at the Front End of Innovation (FEI) conference, discussing the implementation of an AI-driven innovation discovery process. This session highlighted how artificial intelligence can accelerate and democratize innovation within organizations. Additionally, Oksana played a significant role at The Market Research Event (TMRE) 2024, where she co-hosted the Day 2 kickoff and participated in a panel on "The Future of Insights Perspectives." 

On LinkedIn, Oksana frequently shares insights on topics such as AI in market research, consumer behavior trends and strategies for fostering innovation. 

Mariline Alsuar (Reckitt)

Mariline Alsuar serves as the Global Insights Director for Intimate Wellness at Reckitt. In her role, she has been pivotal in exploring and understanding consumer behaviors in the realm of sexual wellbeing.

In 2024, Mariline participated in talks such as the MRSpride SHOW UP! Insights Summit, where she co-presented a session titled "Inclusive Conversations: How LGBTQ+ influencers are helping to shape Durex's strategy." This presentation highlighted the importance of integrating LGBTQ+ voices in brand conversations and how influencer insights can shape inclusive strategies. 

On LinkedIn, Mariline shares insights related to sexual wellbeing, the LGBTQ+ community, consumer behavior trends and the significance of inclusivity in marketing strategies. 

Stefania Gvillo (Domino’s)

Stefania Gvillo has been a driving force in integrating technology and insights at Domino’s. Her talks last year focused on the intersection of data science and consumer research, demonstrating how technology can enhance decision-making. Her posts on LinkedIn provide a behind-the-scenes look at her innovative projects and her thoughts on industry trends.

Stefania was also recently included in DataIQ’s 2024 Most Influential People in Data and CDO Magazine’s 2024 Top Global Data Power Women lists.

To stay inspired and informed, consider the following:

• Follow their LinkedIn profiles: Engage with their posts to gain insights into current trends and challenges in market research.

• Attend their talks: Whether at conferences or webinars, their sessions are packed with valuable lessons and forward-thinking ideas.

• Listen to their podcast interviews: For an on-the-move format, check out their interviews on industry podcasts.  

• Participate in the conversation: Share your thoughts and questions on LinkedIn or during Q&A sessions to build connections and learn from their expertise.

The contributions of women in market research are shaping the industry in profound ways. 

By celebrating their achievements and engaging with their work, we can all contribute to a more innovative future. Follow these trailblazers, learn from their experiences and join them in advancing the field of market research!