Date published 29 Apr 2025 We sat down with Athina Hampson, Account Manager at Metrix Consulting, for the latest in our Take 5 series. Athina’s interest in market research began early, gaining hands-on experience at her family’s firm overseas. With a background in Psychology and International Relations, she brings a deep understanding of human behaviour to her work. At Metrix, she works across a broad range of commercial and government clients, building her expertise in community engagement, brand tracking, and campaign evaluation. Athina excels at blending data with broader context to deliver practical and impactful insights that drive client success. What’s your favourite research project to date? Working on researching gambling harm for a reduction program that's set to be rolled out by community football leagues in three states (SA, Vic, and WA) in 2025. The depth of insight and meaningful impact has made it one of the most interesting projects I've worked on since starting at Metrix. What do you enjoy most about your job? Understanding and seeing how clients use our findings and insights. It's incredibly satisfying to see a campaign we've worked on come to life and observe how our clients have applied our research in the real world. Why is storytelling in market research important? Storytelling is crucial in market research because it contextualises the findings. For those not well-versed in research, a percentage on a chart can lack meaning. Crafting a story that connects the data points can make the data more relatable and actionable for our clients. It's a collaborative process that involves input from various team members. Where will we find you when you're not working? It's not unusual to find me yelling at my TV while I watch an ice hockey game! What is your idea of a dream holiday? I have so many holidays planned, but right now, I think a dream holiday is lying by a pool or the beach with a stack of good books and a margarita. Back To News & Views