Originally published: The Research Society, 31 January 2024
Lorraine Yeung is one of these members, and a long-standing one, having started in the industry back in 2008 and working in a myriad of roles across the panel supply sector before taking on Global Head of Operations at Pureprofile in 2020. We took the opportunity to speak with Lorraine about her career path in the industry, from a supplier’s perspective.
Let’s go back to the beginning. In 2008 you were offered a role in panel services. What about the Market Research Industry appealed to you?
I first grasped the immense influence of branding, observing the impact of substantial campaign investments on both product and advertisement at 17, when working for Coca-Cola whilst studying at university. This experience sparked my interest in making informed decisions from data, steering me towards a career in marketing and, more specifically, marketing research.
But this had to wait. After completing my degree, I entered the workforce during the financial crisis, landing a role in plasterboard sales, an industry that thrived amidst economic challenges. Whilst it taught me resilience and adaptability, it served as a stepping stone rather than a focus in my overall career journey.
Then a pivotal moment arrived when I seized an opportunity with Research Now. The landscape was shifting from offline to online data collection, and it was during this transformation that I truly found my calling. Working on various survey topics across various brands, industries, and markets, I experienced valuable interactions with numerous clients, and I knew that a career commitment in this space would promise continuous learning and growth, both personally and professionally.
Have you ever been tempted to move to the client or agency side?
100%! As my career progressed, the allure of advancing in the professional hierarchy beckoned on many occasions, whether on the client side or within an agency. The initial thrill of the job began to fade, and routine tasks turned somewhat mechanical for a time.
Joining Pureprofile during COVID, as an 8-month maternity cover, changed my plans for post-pandemic globetrotting, but I am fortunate for this unexpected journey.
Juggling closing projects and reviewing over a thousand questionnaires, my persistent curiosity drove me to bridge the gap between researcher and respondent, from survey length to gaining true and valuable answers.
You’ve worked across almost all areas of the supplier side. What has this brought to your role currently?
Looking back on my wild ride through the supplier side, from hanging out with panellists, making their hard-earned rewards, to diving deep into survey questionnaires, dancing through the maze of demographics screeners to timesheets as a business analyst, I’ve got more hat-switching skills than a hat lover at a hat convention! As an introvert, I somehow shimmied into selling projects as an account manager, where I perfected the art of listening and presenting, which turned out to be the secret sauce when I donned the storytelling researcher hat.
From project and data juggling to analysis and narrative crafting, no role is a walk in the park. It’s all about the team hustle and I’ve been very lucky to soak it all in. This rollercoaster of experiences has shaped my versatility, allowing me to adapt when needed and draw on pieces of each.
What keeps my days shining? You guessed it – the awesome people. These connections turn every role, every hat, and every day into a party worth attending! Grateful doesn’t even begin to cover it!
You’ve spent some time working overseas and with international colleagues and clients. Does this bring anything specific to your work with Australian clients?
My international escapades have been like a world tour for my professional growth, and the stories I’ve gathered along the way have become valuable chapters in my approach to working with Australian clients. Australia’s vibrant multicultural tapestry perfectly aligns with my experience of leafing through diverse cultural narratives.
When I took a secondment in Auckland, and I couldn’t help but notice the friendly conversations sparked by strangers at bus stops—a Kiwi phenomenon that’s a world away from Aussie stoicism. In Hong Kong, I marvelled at the resilience and efficiency of the workforce, a trait I carry into my work here. A year in Shanghai taught me the power of teamwork, and one role introduced me to a service delivery team from Bulgaria’s diligence and consultative approach.
Then came the era of COVID-19, breaking down borders, and I found myself closely collaborating with the team in India at Pureprofile. Their care for projects and people (clients and team members) was genuinely remarkable. I also recall telling a client that their international food study in countries observing Ramadan would be better held until after the festival… not your everyday conversation, but all in a day’s work. With respondents, we are responsible for delicately navigating culturally sensitive questions—because in the market research world, understanding each cultural narrative’s nuances is the key to unlocking meaningful insights.
What would you say have been the most defining elements of your career?
I find myself incredibly fortunate to have worked with remarkable leaders throughout my career who invested their time in coaching and believing in me. From these inspiring mentors, I’ve gleaned invaluable lessons. Embracing change as a constant, I learned the art of resilience early on, absorbing the wisdom of Spencer Johnson’s book “Who Moved My Cheese?” at the tender age of 15. These fundamental principles of a people-centric approach and adaptability are personal mantras and gifts from the leaders who shaped my professional journey. Trusting your team is pivotal, and I must clarify that it extends beyond my organisation, including clients and respondents.
My golden rule, derived from years of experience and leadership guidance, remains steadfast: always treat people how I would like to be treated. In the dynamic realm of market research, these principles serve as the bedrock for cultivating meaningful relationships and fostering success.
What do you see as the greatest challenges and opportunities for industry suppliers to fulfil the needs of the research and insights industry in the next five years?
Last year, the Human Insights Conference spotlighted AI, illuminating substantial opportunities and intricate challenges in the data landscape. The tension between doubting data quality and embracing the potential of AI underscores this complex terrain. Adaptability is key, as is continual exploration, testing, and validation to deliver optimal client solutions. The precision of crafted survey questions is paramount for ensuring quality insights from respondents and understanding the intricacies in this ever-changing landscape.
