This month we profile Viviana Horwood, one of our research managers, who has worked with LDA Research for six and a half years and become one of our specialists in ‘hard to reach’ recruitment.
Viv’s parents are Italian and Scottish, and after spending many years in Slough, she now lives in Bedfordshire.
Whilst studying for a BA (Hons) in Italian Studies at Reading university and then a PG Dip. In Human Resources Management at Thames Valley University, she worked as a medical receptionist at a GP practice. ‘I have always had an interest in all things medical,’ she said. ‘I had even thought about studying medicine at one point.’
Before joining LDA Research, she worked for many years as an HR professional for a large food manufacturer, where she specialised in recruitment, communications and training. ‘Although I had no previous medical market research experience, the skills I brought from my HR background, were easily transferable.’ And while mainly focussing on healthcare professional and patient recruitment in her project management, she has become one of our specialists in ‘hard to reach’ recruitment which is at the heart of LDA Research.
‘I think this is part of the job I enjoy the most, finding the harder to reach targets and engaging with them and ultimately fulfilling a client’s brief. What I find is key, as there is no one size fits all to HCP and patient recruitment. Different countries and different types of respondents require different approaches. You’re never quite sure what approach will work best, and you have to be constantly adapting your methods to find the right people.
‘I think I quite enjoy the forensic aspect of finding the ‘hard to reach’ respondents. If you know the people are out there, it’s just a matter of finding the way to reach out to them and engage them in the work you are doing. I don’t think there’s been a project yet where we haven’t been able to find the respondents needed for the study.’
Viv loves travelling with her family and seeing as much of the world as she can. ‘I like all things musical theatre, and if I’m not singing with my local choir, you’ll find me watching shows in London.’
