Welcome Victor!

We've had another great recent addition to the HKR team! Find out more about Victor below

Tell us a bit about you and your background / journey before Humankind Research

I've been doing research for over 13 years now, across both agency and client-side roles, and I still love it! I studied Business Administration in Mexico City, followed by a master’s in international marketing in Sweden. I then started my career in social research at Ipsos in Mexico, where I properly caught the research bug.

I later moved to the UK, working across more marketing-led insight and client-side roles at Ipsos, PRS In Vivo and William Hill, before becoming a Research Director at Truth Consulting. There, I worked with clients across tech, gaming, health, FMCG, sustainability and more.

But throughout my career, I always had the itch to get back to social research and work on projects that could have a more direct impact on people's lives

What drew you to Humankind Research?

While looking around for interesting agencies, I came across HKR and Tom's profile on LinkedIn. I then went down the rabbit hole of the website and case studies and quickly realised this was exactly the kind of agency I'd love to work for!

The mix of charity and commercial work really appealed to me, as did the chance to work on projects with genuine social impact. The B Corp rating was a nice cherry on top.

I also liked the challenge of helping to develop an already strong quant team. So, it felt like a great next step for me: getting back to work that matters, while still having the opportunity to do interesting research

What have you enjoyed working on so far?

I have worked on a wide range of projects already. I have worked on an audience testing project, which was really interesting to see how market research, branding and marketing interact to unleash a new brand strategy or comms campaign. I have also worked with various charities, helping them to understand the experiences of their current volunteers and supporters and how to engage new volunteers and supporters. The projects I've worked on have also included a range of methods, some familiar and others new, e.g. interviews, focus groups, surveys and digital ethnographies.

What are you looking forward to getting more stuck into in the near future?

Definitely working with more charities and helping them have an even bigger impact.

I'd also love to bring new clients to HKR and help them tackle their sustainability, social impact, and DEI challenges, as well as getting stuck into more integrated projects with the qual team

What would you say is your 'research superpower'?

I honestly find research super interesting, so I’d say it’s making sense of messy data and finding the story hiding underneath all the noise. I love that “AHA!” moment when a killer data point suddenly makes everything click.

I’m also always looking for better ways to do research, whether that’s a new methodology, a smarter approach, or simply a better way of telling the story