Our mission

To strive to be an industry that truly represents the world we seek to understand

To be an authentic and impactful voice. Leading, helping and guiding our industry on issues of representation, equality and accountability.

Our commitments are:

1) To advise MRS policy for diversity and inclusion with clear messaging for members, Company Partners and the wider sector about how we will work towards positive change together.

2) To lead a focussed set of initiatives that will aim to attract diverse new talent to the sector and achieve better representation throughout the industry.

3) To drive and encourage change through celebrating, recognising and rewarding the progress of those who raise awareness and understanding of culturally and socially diverse, marginalised or minority communities. Have a mechanism to measure progress and change across the industry

The EDI Council will achieve its aims and help the sector better reflect the real world we live in through a mixture of governance (accountable targets) and groundswell (inclusive and influential actions). For more details contact info@mrs.org.uk.

Read the ED&I Council’s full Statement of Purpose.
Babita Earle is Executive Vice President of Global Enterprise Partnerships at Zappi, where she partners with Insight leaders across leading global brands on their digital transformation journeys, helping them adopt new ways of working, scaling systems and tech so that they deliver greater/smarter impact within their organisations. With more than 25 years of experience in consumer insights, Babita is a leader and advocate for the future of insights and the partnership between technology and humans in driving its progress.

Babita has played a key role in the leadership of MRS’ EDI agenda as inaugural Chair of the MRS EDI Council, creating the MRS Inclusion Pledge and overseeing the two waves of the MRS Equality, Inclusion and Diversity Research Reports. She has also been involved in wider MRS initiatives including 3 years on the MRS Main Board and is a long-term contributor to a number of other associations including WiRE.

Rebecca Cole is Managing Director of Cobalt Sky, an award-winning market research operations company specialising in online data collection and data processing. She joined Cobalt Sky as a graduate in 2006 and is a highly experienced web scripter and quantum programmer. As well as being on the board of the MRS, Rebecca has spent almost 10 years on the board of the Association for Survey Computing (ASC) which delivers conferences on the latest technologies being used in market research.

Sam is the CEO of Lifestream, where he has been working for close to 3 years. Previous to this he was Head of Client Strategy at Streetbees after spending several years at Kantar. His passion for the last several years has been on finding value and commercialising new data sources, as well as developing emerging talent in the industry.

Caroline is a multi-award-winning CEO with a high-level of expertise in media, digital, first party data, brand and comms strategy, tech-driven automation, and change leadership. She is part of the Kantar Exco and, as Global CEO of the Kantar Profiles Division, is also responsible for running their multi-million-dollar first party data division that powers insight delivery and analytics for world-leading brands via compliant, programmatic access to over 100m+ respondents across the globe - including Kantar’s exclusive LifePoints panels. Caroline joined Kantar in 2016 and prior to this worked client-side in media for 15 years in influential roles at leading companies, including: Classic FM, The Mirror Group, Five, Disney, ITV, UKTV and Sky. This was followed by 7 years at Omnicom where she was EMEA CEO for Hall & Partners. One of Caroline’s biggest passions is helping businesses transform and grow in profitable and purposeful ways by creating more inclusive and diverse environments, where the only barriers to success are personal choice and professional competence. She holds herself accountable to being a role model for women in tech and the C-suite, and an active ally for underrepresented groups. This includes being the Global Exec Sponsor for Kantar’s Pride@Kantar community, supporting LGBTQI+ employees across the globe, an ambassador for Ethnicity Mentoring Programmes, providing sponsorship and mentoring for both Kantar employees and young individuals externally who don’t get the support or opportunities in business they deserve, and a Sponsor for Leaders Plus, a social enterprise supporting women leaders with babies and young children stay in the career progression pipeline. Caroline has a BA Hons in Business Management and a Diploma in Market Research.

Jane is responsible for the leadership of MRS. Jane was previously at HM Revenue & Customs where she developed and led the individual customer function and the behavioural evidence and insight unit.
Before moving to HMRC in 2006, she held senior roles in both public and private sector organisations including Shell, Unilever, the Department of Constitutional Affairs and the BBC, where she was responsible for the iconic 'Perfect Day' campaign which, as well as winning advertisement of the year, raised £2.5m for Children in Need.
Shazia is the CEO of Neuro-Insight in the UK, managing the growth of the business and overseeing projects across a range of media and industries. She is a creative and curious insight and marketing professional with a passion for people and leading insight to action. Shazia has a track record of successfully building and leading insight capability and embedding this into organisations to drive action across multiple markets and functions. Prior to working at Neuro-Insight, she worked across the luxury fragrance and skin care brands at P&G after which she led the global insight function at ghd. Shazia has a passion for truly actionable insights and the story told through data and is a strong advocate for gender and racial equality. She is a mentor for CORe (Color of Research) and support group leader for charity Endometriosis UK, helping to drive the mission of educating the masses on menstrual health.

Sinead is the Owner & Founder of Hasson Associates Recruitment who specialise in recruitment for the market research sector, she has recruited for the market research industry since 1996 and founded Hasson Associates in 2008. Passionate about equality in the workplace she is a strong advocate of creating work environments where people are fully supported, where they can bring their whole selves to work and thrive. She is passionate about career management and encourages people to regularly check that they are working in a place which support their values. A member of the MRS D&I&E Council and WiRe Exec she has mentored young researchers and takes every opportunity to promote better working environments for her clients.

Kenny is the co-founder and Managing Director of ClearView Research Ltd (CVR), a leading-edge insight and strategy agency providing culturally-informed insight on diverse audiences. He has written influential and award-winning publications and has led on innovative partnerships with global brands such as Uber, Tinder and Deliveroo, on social impact campaigns aimed at young people and millennials. Kenny is also a trustee of several charities, such as BBC Children in Need, Strength Within In Me Foundation (S.W.I.M), Spark Inside and City Gateway, where he is currently the Chair of the Board of Trustees. He is also on the advisory boards of the Queen's Commonwealth Trust and youth charity Peer Power.

Steven Lacey is a researcher with over 20 years’ experience. His particular specialism is researching the ‘mass mainstream’, the often-White British working class that are so often ignored in traditional research. He has a huge body of work in this area, looking at issues such as the reasons for the white working class voting for Brexit, far-right extremism and the recent Conservative general election victory. More broadly Steven has a wealth of experience in research among so-called ‘hard-to-reach audiences.’ Steven is disabled and from a working class background – during his career he has faced a number of barriers, the inspiration for him setting up The Outsiders, an agency that brings marginalised voices to the table. In 2016 he was recognised with a Ginny Valentine Badge of Courage Award for “the pursuit of minority voices.”

Tatenda Musesengwa is Managing Director, Panel and Data Services, at YouthSight.

Tatenda joined YouthSight in 2010 as a Project Manager. His commercial savvy and entrepreneurial spirit led to a quick succession of promotions through the company, and in 2018 Tatenda became a Board member and was promoted to MD of the Panel & Data Services Division, running both a sales team and the operational side of the overall business. In 2021 Savanta acquired YouthSight, meaning he is now focused on supporting Savanta to expand its audience and sampling proposition.

Tatenda has worked on a range of youth-focused projects for both agency and brand clients alike, including Mediacom, Kantar, Heineken, Google & Barclays. In 2020 Tatenda also helped set up Colour of Research, which is focused on helping address issues around diversity and inclusion in the market research industry.

Danielle is an Insight Director at Relish. Beginning her career as an ESOMAR Young Researcher runner-up, WARC rising star and regular conference speaker, Danielle revels in insight and strategy. You’ve probably come across her being quite vocal in her opinion either at a wonderful MRS conference or on Twitter. Danielle loves her day-job equally to being the WIRe London lead, and having the opportunity to create change on the MRS DI&E Council. Her personal interests range from geopolitics (how the world came to be how it is), feminism (how the world can be a better place) and post-apocalyptic literature (how the world could be if we mess it all up).

Sabrina Trinquetel (she/her) heads up UK sales at Measure Protocol, who provide the fastest access to unique behavioural data.

Over the past 10 years she's been instrumental in driving growth of new offers, including communities, strategic loyalty insights, and behavioural data.

Passionate about driving more inclusive, ethical and accurate research she is part of the MRS Pride steering committee, and uses the platform to amplify minority voices, build empathy and celebrate stores to enable industry wide change.

Sabrina has a strong desire to accelerate EDI across the industry and showcase its commercial benefits and consults with MR agencies to develop their EDI strategies in line with the CEO Inclusion Pledge.

Georgie is Director of Customer Experience and Insight at Holland & Barratt. Previously, Georgie was Group Insight Director at BT which she joined in 2018 to establish an Insight Centre of Excellence to ensure that customer data is at the heart of the company strategy and drives decision making.
Prior to BT, Georgie worked at brands such as Centrica, Capital One, Merrill Lynch and HBOS, in roles covering Insight, Data and Commercial within both B2C and B2B environments in the UK and globally.

Georgie loves engaging with people, understanding them and their agendas and challenges, building great relationships to create brilliant solutions that drive value to customers and the business. However, at the heart of it, she simply loves helping people become the best they can be (and want to be!).


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