From Ecosystems to Insights

Erin Sowell’s Unconventional Career Path

At MRII, our mission is to educate and train professionals around the world about market research and insights, from core knowledge to emerging tools and techniques. We celebrate talent who have achieved success in our industry.

In this guest blog post, we hear from Erin Sowell, who was recently named one of the Market Research Council’s Emerging Leaders. Erin is Chair of the MRC Emerging Leaders Program and Founder of Thoughtful Research and here shares her unconventional career path and unique industry journey. 

My career didn’t start in the business world—it began with a drive to understand nature. As an Earth & Environmental Science major at Lehigh University, I studied wetlands, tropical jungles, and other natural ecosystems, learning about how species compete for limited resources, cooperate to create mutual value, and adapt to shifting conditions. Little did I know, this foundation would later shape my understanding of how organizations, industries, and markets function—enabling me to help businesses transform their strategies through insights.

During my academic journey, I served as a United Nations Youth Representative for the World Corrosion Organization (WCO), where I addressed global infrastructure challenges and presented at a UN conference in South Korea. This experience broadened my perspective and sharpened my communication skills, teaching me how to engage diverse stakeholders and discuss complex challenges.

My career direction became clear during my experience with Lehigh’s Baker Institute for Entrepreneurship, Creativity & Innovation. While working on a plant-based air purifier venture aimed at combating indoor air pollution, I gained early experience in understanding markets, conducting primary research, and leveraging insights to inform decision-making. Guided by Design Thinking, our team won several pitch competitions, validating our concept and providing resources.

As the air purifier project came to a close, I realized that the most rewarding part of my entrepreneurial experience was the insights process. This sparked my decision to pursue a career in the Insights Industry. To prepare, I conducted my own research, starting with informational interviews that led to shadowing opportunities and eventually an internship. Wanting to further develop my skills, I enrolled in the Master of Marketing Research (MMR) program at the University of Georgia, where I gained expertise in data analysis, consumer behavior, and transforming insights into strategic business decisions.

After graduate school, I started as a Research Manager at 84.51°, providing key insights to The Kroger Co. through surveys, concept screening, and in-store research. I then became Associate Manager of Innovation Insights at Georgia-Pacific Professional, driving innovation through research and collaboration with category and R&D teams. These agency-side and brand-side roles broadened my skills and deepened my understanding of using insights for strategic growth.

In 2020, I founded Thoughtful Research, a strategic insights consultancy that enables leaders to navigate shifting markets and business landscape through marketing research, organizational research, and strategy workshops. Initially focused on traditional market research, it grew into an innovation-driven practice applying ecosystem science to business—thanks to a partnership with Marcus Cunha Jr., PhD, University of Georgia Marketing Professor and Director of the UGA MMR program.

Ecosystem science explores the interactions and dynamics within networks and environments, offering valuable insights into how individuals and groups compete, collaborate, and navigate complex systems. By leveraging its principles, businesses gain critical understanding of how markets function, enabling them to adapt to change and shape the future. When integrated into frameworks and technology, ecosystem science simplifies complexity, helping leaders and teams synthesize data, enhance collaboration, and make informed decisions—ultimately optimizing strategies and driving lasting success.

While I’ve come a long way, there’s still much more I want to achieve. I’m grateful for the opportunities I’ve had to grow and connect within the insights industry. Speaking at events like IIEX NA, ESOMAR Congress, and UGA’s Future of Insights Summit—and being featured on platforms like The Greenbook Podcast, Quirk’s Media, and the MRII Blog—has allowed me to contribute to key industry discussions and learn from others. Being recognized as an MRC Emerging Leader in 2022 and included in Greenbook’s Future List in 2023 were standout moments in my career.

In my leadership roles as Chair of the Emerging Leaders Program for the MRC and Co-Chair of Alumni Relations for the UGA MMR Advisory Board, I’ve had the privilege of supporting rising talent and strengthening industry connections. I’ve been fortunate to work alongside incredible mentors, partners, coaches, consultants, and clients, all of whom have shaped my journey. As I look ahead, I’m excited to continue learning, growing, and contributing to our industry.

To learn more about my career path, I invite you to watch my TEDx Talk. If you’re curious about the principles of ecosystem science and their application to insights, explore The Nature of Insights series in ESOMAR’s Research World

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