Equality, Diversity & Inclusion Changemaker of the Year – Finalists 2025

Initiated and sponsored by Truth, the ED&I Changemaker Award seeks to recognise individuals in the research, insight and data analytics sector who are making specific contributions to meaningful equality, diversity, and inclusion initiatives – either within their own organisations or as part of work they do in their wider communities.

Nominations were open to all and the judges looked for people who have initiated and led action to remove barriers, support change and create environments in which others – whether employees or research participants – feel a sense of belonging and safety.

Congratulations to the three exceptional finalists and those that have been identified as ones to watch. More details about their contributions are below. The winner will be announced at the MRS Excellence Awards lunch on 6 June.

The award reflects the MRS ED&I Council and Truth’s commitment to relentlessly drive forward and embed positive change across the sector, making diversity, inclusion, and equality an integral measure of success for ourselves and our clients.

The judges

Shazia Ali MMRS, Founder, Mint Research
Daniel Cunil CMRS, Director, Bilendi-respondi
Katya Des-Etages MMRS, Research Manager, Channel 4
Kathryn Hall CMRS, Director, True Insights
Zoe McQuillin MMRS, Consultant, The Outsiders
Mark Thorpe FMRS, Director, Truth

The finalists

Rich Miles
Founder & CEO, The Diversity Standards Collective

Nominated for: Contributing to a more inclusive, representative sector not just in theory but in practice.

Rich says: “I founded The Diversity Standards Collective (DSC) because I could no longer watch the research and marketing industry speak about inclusion without action. As a queer, neurodiverse person, I’ve seen first-hand how communities like mine have been left out of the conversation, often spoken about, but rarely spoken to.

The DSC is a community-led targeted research and testing organisation that connects real people with real brands. I created it to contribute to a more inclusive, representative sector not just in theory, but in practice. Our approach enables clients to speak directly and sensitively to people based on lived experience — whether that’s ethnicity, sexuality, disability, faith, gender identity or class. This ability to ethically and transparently target and engage underrepresented audiences is part of why organisations like Netflix, Amazon, Unilever, Coca-Cola, TK Maxx, Tesco, Deliveroo, Adidas, Virgin Atlantic and the UK Government work with us.

We deliver research with actionable outcomes and strategic brand marketing implications that shift thinking and structures. For example, after working with DSC in 2023, the National Trust scrapped their 2025 strategy. Together, we co-created something entirely new, built from deep qualitative research with underrepresented communities. It was a true partnership and a powerful example of how research can directly inform decision-making and systemic change.

I never feel like I have time to stand back and take pride in the change we’ve helped create, hopefully one day I’ll stand back and be proud. But for now, the mission continues.”

The judges said: “Rich has great energy and is redefining the industry through a new model of inclusive, community-driven research which centres around underrepresented voices. His work touches the lives of many without us realising it, through campaigns with big brands that make underserved communities be seen.”

Will Oshiro de Groot
Senior Insights Manager, D&I, LEGO Group

Nominated for: Delivering diversity and inclusion research with the emphasis on historically underrepresented audiences globally and leading the transformation of inclusive research practice at the LEGO Group.

Will says: “I have initiated and led a number of successful Inclusion-focused research initiatives. Among these was the development of a Global Research Sensitivity Toolkit designed to help colleagues embed inclusive research principles throughout the research process — from recruitment to sampling, to methodologies, analysis and reporting. As a result, teams have been able to broaden their approach and reach a more diverse range of participants, including those from historically underrepresented communities and those lesser-head in traditional market research. This work has also contributed to more inclusive language, design and participant experience across ongoing research tools, such as brand tracking surveys.

I also established a cross-functional steering committee within the Global Insights team. This ensures D&I is not treated as a vertical but is horizontally integrated and visible across the organisation, with collective accountability for driving Inclusive practice. This group plays a key role in embedding inclusive practices into core ways of working rather than treating them as standalone efforts.

In addition, I led a multi-year research programme addressing deeply complex, existential questions around how parents want D&I within products and how children themselves understand their own identity, together with where this intersects with culture and representation. The work informed strategic decision-making that helped to shape product and storytelling strategies now and into the future, with culture and inclusion at their core. A key output was a Play Equity framework for assessing how well the needs of underrepresented children are reflected across product, content, and experience — a tool that is now integrated into broader design and research processes and infrastructure.

Driving long-term, sustainable change in inclusive practice — across systems, culture, and infrastructure within the organisation — has been a central focus for me. I’m proud of the progress made so far and committed to continuing this important work.”

The judges said: “We were impressed by the amount of change Will has initiated during his three years at the LEGO Group and its positive impact. The Play Equity framework is particularly powerful as the importance of diversity, inclusion and sense of equality through play is helping create a generation who are engaged and aware.”

Daniel Singham
Commercial Director, Yonder Data Solutions

Nominated for: His commitment to advancing inclusivity within the industry, particularly the representation of older adults and individuals from diverse backgrounds.

Daniel says: “My initiatives focus on two main pillars, enhancing the inclusivity of our 65+ age quotas and recognising that effective market research must reflect the diversity of our society. I spearheaded an initiative to improve the representation of individuals aged 65 and above in our research samples. We have re-evaluated our quotas, ensuring they not only meet but exceed current industry standards. This change promotes a more accurate understanding of this demographic, which is often underrepresented. By implementing these improved quotas, we aim to provide businesses with insights that better reflect the entire population, ultimately helping them serve this vital age group more effectively.

As part of CORe I have conducted “lunch and learn” workshops that emphasise the importance of representation in both research and within business. I have also run workshops focusing on the importance of representation in research and how it drives meaningful insights. These have highlighted the benefits of an inclusive workforce, advocating for a diverse range of perspectives in research projects. Attendees have reported changes in how they respond to briefs and have created internal EDI committees, which they did not have previously.

Through these initiatives, I strive to promote a culture of inclusivity in market research, demonstrating that diversity is not just a moral imperative but also a strategic advantage. This work contributes to our broader mission of creating a more equitable and representative market research landscape.”

The judges said: “Daniel’s contribution to the research sector is admirable and he is committed to industry change. He uses his passion, knowledge and commitment to EDI to set new research standards, educate the industry and drive meaningful change. The breadth of his work is impressive and his role at CORe has had huge impact.”

Ones to watch

Their passion for EDI shone through so the judges identified Diba Jedo and Tarek Chaudhury as ones to watch.

Diba Jedo
Strategist, The Mix Global

Identified as one to watch for: Shining the spotlight on people’s personal stories and creating meaningful impact by truly listening to and understanding the rich diversity of their experiences.

Diba says: “My motivation to champion ED&I within the research industry is driven by wanting to spotlight people’s personal stories. Too often, marketing forgets the human and reduces individuals to numbers. Meaningful impact comes from truly listening to, and understanding the rich diversity of these experiences.

Last year, I pitched and led an internal research project called ‘Curl Communities’, spending time with five women from underrepresented backgrounds to explore their relationship to their curly hair. The project brought a diverse perspective into a Eurocentric beauty industry, ultimately challenging brands to rethink how to represent and serve these audiences in more meaningful ways.

I’ve also led The Mix’s relationship with CORe, collaborating with them to deliver workshops and training across the business. This work ultimately led to the formation of our DE&I committee, which now drives conversations and creates resources to further the conversation of the importance of diverse voices within the industry, and implement more inclusive research recruitment practices internally.

By keeping diversity at the forefront of conversations within The Mix, I have helped shape more inclusive recruitment specs, gain backing for more internal research projects focused on ED&I, and pushed the industry to confront its lack of diversity.”

The judges said: “Diba’s entry showed her passion for EDI and we applaud her ability to bring lived experiences and stories to life in a very human way. She is committed to educating and engaging the research industry in EDI through CORe and her own place of work, The Mix Global.    

Tarek Chaudhury
Freelance Insights & Strategy Specialist

Identified as one to watch for: Driving tangible change and building environments where more people feel seen, represented, and included.

Tarek says: “One project I’m particularly proud of was for Universal Music Group, exploring how the creative industries can better accommodate neurodivergent individuals. The insights led to a practical handbook and charter, launched with global artists and government, that is now being shared widely across the creative industries to guide policy and workplace change. This wasn’t just about highlighting barriers; it was about pushing for change that reshapes the industry’s understanding of inclusion.

Other projects I have worked on include research for East West Railway to uncover the challenges faced by disabled passengers that resulted in clear, actionable recommendations that are now helping EWR set a new gold standard for inclusive transport design. I have also conducted research for the Football Association to deepen understanding of South Asian communities and their experiences in the football landscape. This work fed directly into their landmark “South Asians in Football” three-year plan, a blueprint for improving representation both on and off the pitch.”

What unites my work is a commitment to helping clients understand the real human stories behind the data. Whether influencing government, transforming creative spaces, or informing national sports strategies, I strive to be a changemaker not only through what I research, but in how I bring people along with me.”

The judges said: ”Tarek’s work with well-known brands is notable for its sector-spanning impact, from creative industries to transportation and sport. His dedication to help people feel seen, represented and included is commendable and his submission reflects excellent storytelling. We look forward to hearing about his future projects!”