Employee spotlight: In conversation with Katiemay Gardner

Interview with Katiemay Gardner, Head of Sales, ANZ, Pureprofile

After a decade in market research – all of it at Pureprofile – Katiemay Gardner has seen the industry shift dramatically. What began as her first introduction to research has become a ten-year career built on loyalty, integrity and strategic partnership.

Now Head of Sales, Data & Insights ANZ, she leads a team of four and plays a key role in shaping how Pureprofile partners with clients across Australia and New Zealand. Her client portfolio spans market research agencies, boutique consultancies, PR and communications agencies, and brands.

Sitting down with Katiemay, it’s immediately clear why clients and colleagues trust her. She speaks with clarity and conviction, and is deeply passionate about the responsibility that comes with data.

How research has shifted over the last decade

Over the past 10 years, research has shifted from validating creative ideas after development to shaping campaigns from the outset. Agencies now use data to identify tensions, emerging behaviours and audience nuances before creative territories are formed.

“There’s also far greater scrutiny around representation and data credibility. When campaigns communicate statistics –  ‘X% of Australians think…’ – consumers increasingly question where that data comes from and whether it reflects real people.”

What leading agencies are doing differently

Katiemay believes the best agencies treat research as a strategic thread running through the entire campaign lifecycle.

“The leading agencies integrate research at every stage: defining the problem, stress testing the creative and providing ROI. They brief strategically, sharing business context rather than simply requesting a survey.”

There is also a stronger focus on representation. Inclusive sampling and culturally informed questionnaire design are becoming non-negotiable, with agencies looking beyond demographics to understand consumers more holistically – including behaviours, nuances and motivations – before campaigns go live.

Expectations have changed: speed, strategy and ethics

Expectations of research partners have shifted sharply – particularly in PR.

“Speed and agility are now baseline expectations, specifically in PR, where reactive moments matter. But agencies also want a strategic partnership – research partners who understand how to best communicate with audiences to obtain the insights that drive their story.

Beyond fast delivery, agencies expect strategic guidance – from reaching the right audiences to designing credible, defensible questionnaires – and the confidence to challenge briefs when needed.

“It’s very easy to write a questionnaire that validates a desired narrative. Clients depend on us to say, ‘This question is leading’ or ‘This may not stand up to media scrutiny.’”

Transparency and data integrity are also critical, with agencies seeking clarity on recruitment, verification, quality control, and responsible interpretation of results.

Navigating sensitive topics with care

When discussing controversial or sensitive topics, respondent experience is always front of mind.

”We know our panel well, what may be sensitive and how to approach it responsibly. For sensitive topics, respondents are informed upfront and can opt out at any time. We also collect feedback on the survey experience.” Katiemay says.

For Katiemay, the impact of poorly framed data isn’t immediate – it’s long-term.

“Nothing is scrutinised immediately – it’s often five or ten years later. I never want Pureprofile associated with data that lacks integrity. If statistics are misleading or derived from leading questions, that can have long-term consequences.”

Challenging a common misconception about market research

“One common misconception about market research is that data restricts creativity. In reality, it enables braver work. When teams understand the audience sentiment and potential sensitivities, they can push the creative boundaries with confidence.”

And while data can guide direction, it should never stop the conversation.

“Often, the most powerful insight comes from asking ‘Why?’ and continuing to explore beyond one survey.”

The foundation of sales

Despite agencies becoming more commercially accountable and data-driven, Katiemay doesn’t believe the foundations of sales have shifted.

“I don’t think that anything is shifting in terms of the way that we sell. The art of selling is built on trust, honesty, and respect. Whether you’re selling market research or a TV, people buy from you because they trust you.””

She also believes one of the most important skills in sales is being willing to say no.

“It is very hard for a salesperson to say no,” she admits. “But I think that’s been the greatest skill set that I have. If we can’t find that audience online, or we can’t deliver within the requested timeline, I won’t overpromise. Overpromising and underdelivering means clients won’t come back.”

One piece of advice for clients

“Ask follow-up questions – especially of the people who aren’t buying your product. Most brands focus heavily on existing customers. But the real opportunity often lies in understanding those who aren’t purchasing and why.

It’s not just about confirming who your audience is – it’s about understanding who isn’t, and what would need to change.”

Why quality and integrity matter

As the conversation returned to Pureprofile, Katiemay reflected on what she believes is central to the company’s positioning.

“Panel integrity has always been central to how we approach sales – it’s our USP,” she says. “Our panel is 100% verified, and that’s why we position ourselves as a premium provider.”

But for her, integrity goes beyond the panel. “It’s about the people behind the work.”

Clients trust Pureprofile, she explains, because they trust the individuals delivering it – and that trust is built on consistency and transparency.

The people behind the product

When asked why she’s remained with Pureprofile for a decade, Katiemay’s answer is personal. Her reputation, she explains, is tied to what she sells.

“If I did not believe in this product, I would not work for this company,” she says.

“It’s me that people will remember. If I sold someone something that didn’t work, you never forget that.”

She also credits the people around her and the shared values that have kept her here.

“I’ve worked with Mellyza, our General Manager, and Lorrie, our Global Head of Operations, for years – I know what their values are, and I know the integrity that they have. And that’s super important to me in a company, knowing that there are people who have the same values as me.”

Advice for those starting out in market research

“Don’t be afraid to fail, and don’t expect to have all of the answers.”

She also speaks honestly about navigating rejection – particularly in professional spaces.

“Not everyone will be open or supportive. People have their own pressures and challenges. If somebody’s rude to you, it’s not about you. It’s about them. And just don’t let that dull your shine because you’ve asked a lot of questions and you’re enthusiastic.”

What colleagues might be surprised to learn

She laughs when asked what colleagues might be surprised to learn.

“Absolutely nothing. I’m a full open book. I’m very much myself at work. One of the things I value most about Pureprofile is that there isn’t a rigid hierarchy – you can be authentic. If I show up somewhere, people get the full Katiemay experience. I’m myself all the time. And that’s really, really nice.”

That authenticity is more than a personal trait – it’s central to how she approaches her work. 

In an industry shaped by speed, scrutiny and data-driven decision-making, Katiemay remains anchored by something steady: integrity. After ten years at Pureprofile, it’s clear that while research continues to evolve, the principles that matter most – trust, transparency and long-term thinking – remain constant. 

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