Join us for this panel discussion about the impact that getting a properly representative sample can mean for the effectiveness of your research, and how to go about persuading clients of the importance of this.

We welcome Daniel Singham (Yonder Data Solutions) and Kate Dale (This Girl Can) to share their experiences, alongside ICG member Annabelle Phillips, who’ll give her experiences from a qualitative perspective.

We will then open up for a discussion about the challenges we face in this and where to go/what you can use to help navigate this.

This will be a discussion rooted in real case studies and shared experiences.

Daniel Singham

Daniel Singham is Commercial Director at Yonder Data Solutions and a member of the MRS Main Board, with more than 20 years’ experience across commercial and operational roles in market research. He also chairs the MRS Representation in Research Committee, where he champions inclusion, representation and better reflection of diverse audiences across the industry.

Kate Dale

After starting life as a journalist, Kate evolved into a campaign and digital specialist. She’s currently leading This Girl Can – Sport England’s award-winning, disruptive campaign to get more women more active. She’s a strategic communicator with extensive experience in producing integrated behaviour change and marketing campaigns. Kate is also a confident and inspiring public speaker, experienced writer and analytical campaign and content strategist. Outside work, she’s a stand-up comedian and co-owner of The Queer Comedy Club and Milli Productions.

Annabelle Phillips 

Annabelle is the founder of AP Research, specialising in getting beyond the obvious, finding the insights that make effective solutions that make the difference.

She combines social and market research approaches – using creative research solutions often with the seldom heard.

She was previously ICG committee member responsible for Diversity & Inclusion, sits on the MRS EDI Board and its Social Equity Group.

Register for this session here