Year in Review 2025: Kathryn McGarvey

Every year, StopPress catches up with a group of industry leaders from across Aotearoa to talk about the year that was. From the highlights and the lowlights to their favourite foods, fruits and Christmas traditions, they give us a little insight into 2025 as well as a look forward to 2026.

Kathryn McGarvey is the head of curiosity and chief listening officer at Nosy HQ.

What has been the biggest change that you’ve seen across your work in 2025?

I’ve seen a distinct shift in why my clients want customer research. It used to be primarily to support growth and help develop messaging, but this year I’ve seen an increase in businesses wanting to understand customers for retention purposes.

What was your highlight, lowlight and the most interesting thing that happened to you this year?

Highlight:           
I taught a Strategic Marketing class for a semester for tertiary students, and they just absolutely blew me away. The future of marketing – and actually, the country – is in good hands if the rangitahi in my class are anything to go by.

Lowlight:
Being ghosted. I’m fine with hearing ‘no’ or ‘not now’ or ‘we don’t have budget’, I get it. I’d much rather hear no than, well, nothing at all.

Most interesting thing:
I was commissioned to help a kaumātua write his life story. He’s a great man. Hearing his stories was both fascinating and an honour.

What trends did you follow in 2025 and how will these shape your work in 2026?

Using AI for customer research. AI being used to analyse customer surveys and interviews is one thing, but conducting research with AI customers baffles me. Especially when you can listen to the actual people who buy what you sell.

Humans are gloriously unpredictable, and the depth of understanding you get from real conversations is exactly the thing that creates competitive advantage. Genuine insight doesn’t come from synthetic conversations. In 2026, I’ll be happily Team Human.

What is your favourite thing about the work that you do?

Talking to strangers – I never get tired of it.

What are you most looking forward to in the new year?

Sunshine. Leftover ham. Fewer media stories about how hard business is and greater focus on the many fantastic success stories out there.

Quick fire five

Favourite drink?

AF Drink’s Apero Spritz

Favourite recipe?

Parisian Roast Chicken.

Last film you watched at the cinema?

It’s been a while, I can’t remember.

Apples or oranges?

Oranges.

Best thing to eat at Christmas?

Cherries.

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