Spotlight…. on Jon Wilkins
10 October 2023
Anything to avoid becoming an Accountant….
Tuesday 10th October. Leamington Spa. Researchcraft’s newest recruit Di O’Neill, sat down this week with its Managing Director, Jon Wilkins, to learn more about the man behind the almost 30-year old Market Research Consultancy and its motivations to offer bespoke services with a personal touch.
Di: How did you end up in market research?
Jon: To avoid becoming an accountant! I had already been offered a graduate job with a large London accountancy firm. Then at the 11th hour I discovered that you could actually do MR as a career (through a fellow student whose brother-in-law was in a clientside MR role). I’d found survey design and analysis one of the most interesting parts of my degree, so it sounded right up my street. I managed to get a job with an agency in London and never looked back. My parents were baffled.
Di: How did you come to be an owner of Researchcraft?
Jon: I’d spent more than 15 years in the industry, reaching Director level positions with Ipsos and Synovate, but found myself becoming more and more distant from the part I enjoyed most, working directly with clients. I was yearning to get back to a smaller, more responsive business where I could make more of a difference to our clients. Researchcraft was looking for a new co-owner to come in as the original founders transitioned out of the picture, which was the perfect fit for me.
Di: What would you say makes Researchcraft different from other research & insight agencies?
Jon: One of the core principles the business was founded on is making sure clients have direct, hands-on, day-to-day access to the most senior and experienced researchers in our business. Whilst the business has evolved and the personnel with it, this remains an enduring principle. I think it makes us very agile and versatile to work with in so many ways and is probably why we have such deep relationships with our clients. We really get to know their business, and I think they value the clear and independent voice that we bring to their decision making, even if it sometimes serves purely to reassure them they are making correct decisions.
Di: What are you most proud of in your time at Researchcraft?
Jon: We’ve been in business for nearly 30 years, and I think that is a great achievement in itself. We have weathered recessions, economic downturns, a global pandemic and a transformation in the way that consumers interact with brands, yet we’ve bounced back every time. We don’t take it for granted as we’ve sadly seen plenty of our peers and suppliers fall by the wayside in that time.
Di: What do you find most rewarding about what you do?
Jon: I think we all love making a difference – to emerging brands, established brands and everything in between! I get a great sense of pride and value when the work we do with clients helps them confront a major challenge or is pivotal in the growth of their business. In that sense I find younger, emerging brands most rewarding because I think it’s where our work can make so much more of a difference.
Di: What one piece of advice would you give to anyone considering a career in market research today?
Jon: Never stop learning. I’ve been in the industry for more than 30 years and I am constantly learning new things that I think make me a better researcher and a better advisor to my clients. My advice would be to get as wide an experience as possible, don’t allow yourself to get stuck in one groove. The breadth of experience you gain will pay dividends later. Most importantly, learn from others around you. Our industry is full of some amazing researchers and inspirational people. It’s not just the technical stuff you can be ‘taught’ but the soft, less tangible skills that will provide you with inspiration and direction throughout your career. For most of us hybrid working is a normal way of working these days, but it’s important to get the balance right. Make sure you have plenty of ‘office time’ with colleagues otherwise you will miss out on so much.
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