A DAY IN THE LIFE: RESEARCH & INSIGHT CONSULTANT

WHAT MADE YOU TAKE THIS CAREER PATH?

I studied Economics at university and really enjoyed the behavioural side of it, understanding and interpreting why/how people make decisions. Working in insight, that’s what we do everyday - I really enjoy trying to uncover that interesting truth that we can use to better connect with our fans/clients.

WHY EAR TO THE GROUND?

I had worked in research agencies for 3.5 years before joining ETTG, but never had the opportunity to work in a field I'm truly passionate about. Having the opportunity to work in sports, esports and gaming for brands like New Balance and PlayStation is a dream! The variety of projects and the quality of output made ETTG a no-brainer for me.

WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU?

It may sound cliche, but the best part of the job is that there is no ‘typical day’. One day you could be speaking to female footballers in Australia about football boots, the next you could be talking to a US gamer about the latest PS5 game.

In terms of the practical work, I’m involved in projects from start to finish - from writing the discussion guide, conducting interviews with fans, analysing and writing up the insights and then presenting to clients, we’re involved across every step.

WHAT EXCITES YOU MOSE ABOUT YOUR WORK?

The chance to work with the best brands in the world in sports, esports and gaming. Seeing your insights take life, whether that be seeing a piece of content informed by the insights you created with fans or seeing a physical product that has been designed thanks to your input. This job makes your work feel really tangible as you always see the result of your hard work through a piece of creative/product.

WHAT HAVE YOU LEARNED SINCE YOU STARTED AT EAR TO THE GROUND?

Loads! I started during the very first lockdown, so I think the big thing for me was learning communication skills. I think there is a very supportive and open culture at ETTG where you can always reach out and ask questions.

Outside of that, I feel that due to being heavily involved with New Balance, Therabody and STATSports, my knowledge of football culture, globally, has increased massively, both from a fan and industry perspective. ETTG has really helped me develop an expert view in this field.

WHAT ADVICE WOULD YOU GIVE TO SOMEBODY COMING INTO THE AGENCY?

Don’t be afraid to ask questions! Agency life can be fast moving, but the ETTG team is the most supportive one I’ve ever worked with.

And also, just enjoy it! Not many people can say they work with the clients that we do!