Getting to know... Holly Shiel-Redfern

In a feature looking at the person behind the business profile, Holly Shiel-Redfern, partner and commercial director at Newcastle-based Explain Market Research, talks about her path into leadership, creating foundations for scale and why she loves the North East… 

We know you as the director of Explain, but who is the person behind the title? Tell us a little about what makes you tick…

I’m someone who thrives on growth (whether that’s growing Explain as a business, developing my own career or seeing the people around me succeed).

So, I tend to say yes to opportunities, especially the ones that push me out of my comfort zone, and I’m definitely at my best in a fast-paced environment and juggling multiple things. 

I’m naturally more introverted, so self-promotion isn’t really my thing, but I get a huge buzz from watching the team grow and celebrating our collective success.

Did you always want to work in market research?

Not at all, and I wouldn’t call myself a researcher by nature. 

My background has always been in growing regional SME businesses, making sure they have the right foundations in place to scale. 

At Explain, I’m one of four owners following a management buyout in 2019, and my role as partner and commercial director is all about driving the business forward. 

That means everything from bringing in new projects, to making sure we’re set up operationally to deliver great work. 

I also lead our in-house team of 45-plus telephone researchers, and it’s that variety that keeps things exciting.

What’s the best bit about your job? And the worst?

The best part is seeing our team grow and develop, and knowing our work is making a real impact for clients across sectors like utilities and healthcare. 

The hardest part is managing the fast pace and juggling competing priorities, but it’s part of the job and I enjoy the fast-pace.

What do you consider to be your greatest achievement?

Professionally, being part of the ownership team leading Explain through significant growth, a successful management buyout in 2019 and being included in the Ward Hadaway Fastest 50 in 2023 really stand out. 

Ten years ago, I won the North East Woman Entrepreneur of the Year Leadership Award for my commitment to those I work with, which was a real honour. 

How do you relax outside of work?

Relaxing isn’t something I find easy! 

I love to run; that’s my head space, and last year I ran half-marathons to raise money for The Great North Children’s Hospital, which was supporting my very good friend’s daughter through cancer treatment. 

I recharge by spending time with my husband Andy, my son Noah and my wider circle of friends and family. 

What makes the North East such a great place to live and work?

The North East allows you to have it all.

There’s a friendliness here that makes collaboration easy, and a quiet confidence that people are starting to notice. 

I see the North East as a region that’s proud, progressive and full of potential. 

It’s a region that backs its own, and that makes it a brilliant place to build a business and a life. 

Outside of work life, it creates the environment I want for my family to be happy – and you’re never more than 20 minutes from the coast or countryside.

Tell us something about you we didn’t know…

I studied law for four years and nearly chose that as a career before finding my passion in business growth.

I hate being the centre of attention, I’m incredibly self-competitive (quietly, though), fiercely loyal to the people around me and absolutely useless without at least one strong coffee to start the day.

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