TheBusinessDesk.com interview – Alison Flannery, managing director Swift Research

ALISON Flannery is managing director of Wetherby-based Swift Research – a specialist market research company boasting government departments, police authorities, car manufacturers, transportation companies, councils, retailers and manufacturers among its clients. But a love of cream cakes could have made for a very different career path as this week’s TheBusinessDesk.com interview reveals.

What aspects of your job/profession do you enjoy the most?
Market research is all about people – what they do, what they think, what they want. I thrive on understanding people and situations and how to improve on them. We learn about all sorts of different businesses during the course of our work so there’s a lot of cross-fertilisation of ideas and information. We apply this across our client base and also within Swift.

What key challenges do you anticipate will affect your sector/profession over the next six months?
The average business growth in the industry is around 2.5%, thankfully we’re operating closer to 15%, but you can be sure any downturn in the economy will hit the sector. Research has its ‘believers’ and those who are more sceptical; the believers know good research can really add value or in some cases prevent unnecessary spend. The trick will be to convert the sceptics into believers if the purse strings really are tightened.

What key skills do you think every entrepreneur should have?
The most important thing is to keep the scales balanced – take the risks but do it within the right boundaries, be positive and optimistic but with the right measure of being realistic. Never accept the status quo – there is always scope to do better. Keep an open mind and be creative and flexible in finding solutions. I also believe in staying grounded – if the hard work goes in, including getting your hands dirty, with a bit of patience the rewards will come.

Why do you think Yorkshire is a good place to start up/operate a business?
We could mention the infrastructure, support and economy but for me it has to be ‘the folk’ – loyal, hardworking, keen for success and most of all, a lot of fun!

If you could improve anything in the region what would it be?
The congested inner road system and limited public transport! There is investment I know but I’m so glad my commute takes me outward to Wetherby rather than into cities like Leeds or York – the rush hour queues in and around the cities don’t ever seem to improve.

What is the best piece of advice you’ve ever been given?
Success comes in cans …… not cannots!

And the worst?
“Never mind, there’s always tomorrow” …… putting things off always causes you more grief in the long run!

What barriers have you had to overcome in growing your business/developing your career, and if any, can you explain how you overcame them.
I’ve had pretty much a free rein in developing my career. I’ve been with Swift for several years and truly been part of its growth. In a way we’ve developed together. I joined at a fairly young age when the Company was much smaller and I seized the opportunities presented to me and to the business. There’s an element of ‘right time right place’ but most of it’s down to being committed and working hard. Different types of project work come and go but as long as we’re always looking at new ideas as well as nurturing our existing business it has worked well. I can’t recall any significant barriers – my philosophy is to always try break them down if they do crop up – there’s nothing like tackling a challenge and finding the solution to provide satisfaction at the end of the day!

What was your first job and what did you spend your first wage packet on?
My first job was possibly my dream job – working in a bakers shop on Saturdays, trying really hard not to damage too many cream cakes when loading the fridges (honest!!). I earned £16 each Saturday – I probably spent most of it on cut price vanilla slices. They couldn’t be sold to real customers if they were damaged, what a shame!.

If you could choose to start your career over again would you do anything different and if so what?
Probably something to do with cream cakes – a nice café enterprise across the dales, my version of Betty’s.