Rory Chappell

Meet the team: Five minutes with Rory

We’re incredibly proud of our team here at Angelfish Opinions, so today we’ve got five minutes with our Project Administrator Rory!

While you’re here, why not catch up with some of our other wonderful team members? We’ve sat down with our director Lisa, Project Administrator Brianna, and Marketing & Community Executive Laura in the past!

Hi Rory! Let’s get into it: why did you decide to pursue a career in market research? 

I’m very much a people person and enjoy interacting with new personalities; I always liked the idea that you could assemble a group of people from completely different backgrounds who would offer a new solution to the same problem. You get a real sense of that through speaking to respondents for certain studies where the same question can produce multiple different answers. 

What’s your favourite part of the job? 

The validation process would be my favourite part. This is where we screen potential participants through a telephone call to make sure they’re a good fit for a research project. You get to speak to a wide range of people offering colourful insights. I often think about how I would answer the screener questions, so I find it fascinating to listen to other’s interpretations of it. 

Tell us about an interesting project you’ve recently worked on and why you enjoyed it? 

Whilst there have been many, one I found the most interesting was a project on New Build houses. Buying a house isn’t at the top of my to-do list currently, but I see a few of my friends buying; naturally, new builds have been part of a few conversations I’ve had with them.

Through validation, I spoke with a wide range of people whose views ranged from loving new builds to indifference, and they all had valid reasons. Projects that have a connection to my life I find most interesting as I can put myself into the respondent’s shoes. 

What about a challenge you’ve recently faced and how you solved it? 

What’s great about the Angelfish team is that we always work together to solve challenges. For example, we’ve become more thorough in ensuring participants’ tech is working properly so they can successfully join their session. At the end of the day, we want the process to run smoothly for all involved, so everyone gets the most out of it.  

Another example is when we were recruiting a tough sample with specific requirements of location and engagement with rugby. Having watched rugby all my life, I have good background knowledge in it. Despite limited leads, I scanned respondents’ screener answers and found people who fit the specific type of fans we were looking for. 

What are your professional goals for the next year? 

Continue working hard and maintaining high standards, as well as progressing in the company and taking on more responsibility. 

And how about the next market research industry trend? 

Despite being relatively new to the industry, I’ve observed a growing trend towards in-person focus groups and interviews since I began my journey, particularly in the wake of the remote shift post-Covid. I wonder if this trend will continue to progress, possibly leading to the near elimination of remote research, or if it will reach a point where both remote and in-person methodologies coexist within the industry. 

Quickfire round 

Tea or coffee? 

Coffee – black, no sugar, it’s easy to remember! 

Winter or summer?


Cat person or dog person?


Favourite film?

Top Gun: Maverick 

Favourite song?

Present Tense by Pearl Jam 

Who inspires you and why? 

Jason Fox, he’s a former SBS operator who is now part of the SAS: Who Dares Wins TV show team. I was blown away by his book, Battle Scars, where he opens up about how fragile he was at one point in his life, and then how he kicked on and started to succeed in a life outside the military. If I ever see him on a podcast, it goes straight in my queue! 

Thanks Rory!

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