Our latest industry insights event brought the Creative Access community to Which? HQ for an evening exploring careers in consumer journalism, content and product testing. The panel featured:
- Jenni Allen, content director
- Jon Barroa, head of product testing
- Joanna Pearl, head of investigative research and service analysis
- Natalie Hitchins, head of home tech and lifestyle content
- Chaired by Creative Access CEO, Mel Rodrigues
From editorial and investigations to product testing and digital content, the conversation offered a behind-the-scenes look at the many pathways into the organisation and the skills needed to succeed.
Different starting points, shared direction
Each panellist shared their journey into Which?, highlighting that there is no single route in.
Joanna started out as a social worker before moving into the NHS, then research, and eventually into her current role. Jon began in research and joined Which? in a junior position, progressing over time to lead product testing across thousands of products each year. Natalie studied journalism and applied widely for entry-level roles, building experience in smaller organisations before joining Which?. Jenni’s career also reflects progression within the organisation, showing how roles can evolve over time.
The common thread was not a perfect plan, but a willingness to explore, adapt and keep moving forward.
What teams are really looking for
Across all areas of the business, our panellists agreed that mindset is just as important as experience. Curiosity, enthusiasm, authenticity and a willingness to learn were highlighted as key qualities.
For editorial roles, Natalie spoke about the importance of writing with personality and clarity, not just technical accuracy. Strong candidates show a clear motivation for the role and a genuine interest in the work.
Jenni encouraged attendees to think about what makes them stand out. Being able to articulate your strengths and perspective can make a real difference in an application. Fresh ideas and lived experience are valuable and can help shape the direction of the organisation.
Making the most of your experience
For those looking to move into new areas, the panel emphasised the importance of transferable skills.
Joanna spoke about the value of combining research and communication skills, even if you are still developing both. Jon highlighted that technical expertise is not always required at the start. Instead, skills like analysis, organisation and attention to detail are often more important.
Project management and the ability to work across teams also play a key role, particularly in product testing, where coordination is essential.
The message was clear: you may already have more relevant experience than you think – the key is learning how to present it.
Growing within an organisation
Progression at Which? is not always about moving up into the next role. It can also mean moving across teams, taking on new projects and building a wider set of skills.
Jenni highlighted the importance of relationship building and collaboration. Working well with others and contributing to a positive team environment helps build trust and credibility. Taking initiative, staying open to opportunities and bringing new ideas were all seen as valuable ways to grow within the organisation.
Technology, trust and standing out
AI is changing the way content is created and managed, particularly by reducing repetitive tasks and allowing teams to focus more on creative work. At the same time, originality and trust are becoming even more important. With so much content available online, Which? continues to focus on producing reliable, evidence-based information that helps consumers make informed decisions. From investigating scams to testing products, the organisation’s work is rooted in cutting through misinformation and offering something genuinely useful.
How to approach your application
Writing a strong, natural cover letter can make a big difference. Natalie encouraged candidates to sound like themselves and clearly explain why they want the role.
Jon emphasised the importance of making it easy for employers to understand your skills and how they relate to the job. Drawing clear links between your experience and the role requirements is key.
Joanna reminded attendees that applications are assessed against specific criteria, so addressing the job description directly is essential. While tools like AI can be helpful, your own voice and effort should come through.
Learning through experience
After the panel, attendees took part in hands-on product testing activities. These included demonstrations such as testing a robot vacuum and comparing products across a range of categories. The evening ended with an open networking session, giving attendees the chance to speak directly with Which? teams.
To everyone who joined us, and to our partners at Which?, thank you for an engaging and insightful event.
If you are interested in hosting an industry insights and talent pool event with Creative Access, contact Stef Hall, our director of talent and outreach, today: stephanie@creativeaccess.org.uk
I have taken away a clear sense of the work that Which? do and the roles available at the organisation. It was a very helpful session as meeting people and building relationships is what helps you stand out.
