At Tito Group, we believe insights fuel action – and diverse insights fuel more accurate and more creative action. This International Women’s Day, we are proud to celebrate the women behind the research, strategy, and innovation that drive industries forward. Specifically for our Tito group, we are delighted to shine a spotlight on the incredible women founders of our firm. All of them are pioneers in their own way in an industry that is very attractive to an ambitious up and coming female workforce, but is nevertheless still largely led by men.
Accelerating Action: Women in Research
Aligned with the IWD 2025 theme, "Accelerate Action," we recognize that research is more than just data – it is a catalyst for smarter decisions, stronger businesses, and meaningful change. And behind every great insight is a team of brilliant minds shaping the future.
Spotlighting Women Who Drive Change
Anita Primo: CEO, Talk Online Panel
Driving Change: What discrepancies do you see in the research/panel industry in regards to diversity?
Our industry is not lacking in diverse talent. We have brilliant women in every team—Account Executives, Sales, Data Science, Marketing, and Panel Management.
In fact, at Talk, we have more women than men. The challenge in our industry lies at the higher managerial level. At Talk/Tito, no one is judged by where they come from or what gender they are—it’s simply not a factor in how we work together. That’s why it was a shock when I stepped outside and saw the disparities in the industry. Not only am I a woman, but I’m from Eastern Europe, and I was often the youngest person in the room at the CEO level. That combination made things more difficult than I expected. I recently realized that there are almost no other women CEOs in panel companies, and that in itself speaks volumes about the barriers that still exist. My wish is that women in general will speak up more and push their way forward to also higher managerial positions.
Future Vision: What is the most exciting research trend or industry shift you are seeing?
Market research/ the Panel industry is constantly evolving, with innovation happening at every turn. For me, the most exciting part is the continuous learning—always finding new ways to deliver the right data to clients. That journey starts with keeping respondents engaged, which is a challenge in itself, as each generation of respondents requires a different approach. Finding innovative ways to keep panelists interested and encourage participation—especially in areas like behavioral data sharing—is key.
On the other side, using that data effectively is just as crucial. With the rise of new data sources like synthetic data and intercept sampling, it’s essential to stay curious and explore how each source should be leveraged. The industry never stands still, and neither can we.
Eva Oberecker-Kurys: CEO, Reppublika Research & Analytics
Key Insight: What is one insight from your work that has led to meaningful change?
As a team leader, my focus has always been on creating an environment where every team member—regardless of gender, background, or career stage—feels valued and empowered. By introducing an agile structure, we have fostered a culture of trust that accommodates diverse working styles, whether full-time or part-time, junior or senior. Such an environment makes it easier for people to speak up and collaborate rather than receive orders top-down, so I hope it serves to give younger, less confident colleagues the space to develop into their full potential. This shift to agile has in my opinion not only transformed how we collaborate but has also strengthened the way we tackle projects together. When people feel trusted and supported, they bring their best ideas forward, driving meaningful change within the team and beyond.
Diversity & Inclusion: How do diverse perspectives improve the accuracy and relevance of research?
Our team is a blend of unique individuals—different genders, educational backgrounds, beliefs, and personalities. And this diversity extends to our clients and the challenges we solve. Every research project benefits from multiple perspectives, allowing us to craft solutions that truly fit the needs of the problem at hand. Embracing these differences isn't just an advantage; it's the foundation of our success. When we bring together varied viewpoints, we create something greater than the sum of its parts—solutions that are innovative, insightful, and impactful.
Future Growth: Where do you see the most opportunity for women in market research moving forward?
Women have always played a vital role in research and consulting, but their presence in technology and data science is growing stronger. Our team is home to many brilliant women shaping the future of methodology and technology in research. Their ability to combine analytical thinking with empathy and resilience is a tremendous asset. However, I want to encourage even more visibility—not just behind the scenes in projects but also in public spaces, sharing their expertise and leadership. The more women step forward and showcase their talents, the more we pave the way for a truly inclusive and dynamic industry.
Ellie Tzortzi: Partner & Creative Director, Reppublika
Advice to Future Leaders: What advice would you give to women looking to enter this field?
My top tip would be: “embrace constructive conflict”. Women are socialized to avoid confrontation, but in our sector, innovation thrives on debate. Always listen, always read the room, but then speak up, challenge ideas, make your perspective heard and establish yourself as an equal collaborator and valid contributor. If you practice speaking up when you are uncomfortable, with time you will learn to have hard conversations with kindness and empathy and be ready for the stage of your career when you mentor and supervise others. Difficult discussions don’t have to be aggressive—they can be firm, thoughtful, and solution-oriented. The best leaders aren’t the ones who avoid conflict, but the ones who navigate it with grace.
A Call to Action: What steps can businesses take today to foster more inclusive teams?
The fact that women are still underrepresented in tech goes beyond just a fairness issue; it’s a business problem. Diverse teams have broader experiences and make better decisions, especially when you consider the changing demographics and increasing influence of the ‘pink economy’. Yet women often face more hurdles climbing the ladder or moving at the upper echelons of business. Even in progressive companies such as ours, unconscious bias is still an issue. When a team or a sector is mostly men, the culture can unintentionally skew toward being less inclusive—think after-hours networking over drinks, sports chats, inside jokes, or even assumptions about who’s “technical” versus who’s “better at people stuff.” Companies need to make their culture inclusive by not only actively recruiting and promoting to correct gender gaps, but also by allowing women the space for their own mentoring dynamics and networking shorthand – short term it might be a parallel space to the existing male-dominated track, but hopefully mid-term they will converge.
Leadership Perspective: A Commitment to Gender Balance
Diverse insights drive better decisions. At Tito Group, we recognize that the best research reflects the voices of all people—and that starts with ensuring diversity within our own teams.
“When we have diverse perspectives in research, we create better, more actionable insights. At Tito Group, we are committed to fostering an inclusive environment where talent thrives—regardless of gender. International Women’s Day is a time to celebrate progress, but also to acknowledge that accelerating action requires all of us.”
— Klaus Oberecker, Chairman of Tito & Friends
A Lasting Commitment
Celebrating women in research is not just for International Women’s Day—it is about ensuring diverse voices continue to accelerate progress every day. Our commitment remains clear:
Championing diversity in market research.
Fostering opportunities for women at every level.
Ensuring that insights lead to meaningful impact.
Thank you to everyone who has joined us in celebrating the women behind the data. Let’s continue driving change—today, and every day.
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