Why Social Research?

I have been a part of the TONIC team for 3.5 years, initially working as an associate before taking up a permanent role after I graduated from my Masters in 2023. One of my favourite things about working for TONIC is the breadth of expertise, experience and knowledge that makes up our team. Everyone has taken a different path into social research and everyone contributes a unique perspective that allows TONIC to operate with innovation and creativity; two qualities that we believe are vital for conducting trauma-informed and inclusive research.

Education

Social research is a career I feel that I very much fell into by happy accident. My focus during school was always on English Language and Literature, these being the subjects I excelled at and enjoyed the most; so in my head, I was always destined for a career along the lines of journalism or teaching. After taking Psychology at A Level I developed an interest in this field, but ultimately it was English Literature I chose to study at university, for both my Undergraduate and Postgraduate degrees. 

I’ve often reflected on my path into social research and how it is quite notably different from that of my colleagues, who I have always thought of as having much more relevant educational backgrounds. However, during my four years at university, the literature I studied very often adopted a tone of social justice. I read about and analysed texts that centred on the topics that are the focus of my research at TONIC today. I wrote essays on Violence Against Women and Girls (VAWG), studied the impact of addiction, learned about experiences of hate crime and was exposed to the Criminal Justice System (CJS) from my first day of lectures - I just didn’t realise it at the time.

I am a strong advocate for the importance of literature and the power it has to expose an individual to an array of perspectives, experiences and viewpoints that would otherwise be inaccessible. I think that through the texts I studied during my degree, my interest in and desire to create meaningful impact and change was certainly sparked. I wrote two dissertations, one at the end of each degree, the topics of which (female rage and activist behaviour displayed by young people) evidence that point perfectly.

TONIC

How I came to work for TONIC was slightly more random than an active decision to pursue social research as a career. I had intentions and desires for what I wanted to get out of a job, I wanted to do something meaningful that would genuinely help others, but I didn’t know how to translate that into a career. I came across an advert for an associate position when scrolling, slightly mindlessly, through my University’s careers page at the end of my third year, feeling quite hopeless about the fact nothing seemed to fit what I wanted.

TONIC was advertising for field researchers in Warwickshire to conduct in-person interviews and site visits for a Drugs Needs Assessment and a VAWG Call for Evidence.  That was my sliding doors moment that propelled me into the world of social research. I learned very quickly that I had a lot to give in terms of transferable skills from my degree, such as communication, empathy and curiosity, that allowed me to slot quickly into the team and take on the challenges each project presented. I continued to work for TONIC alongside my Masters, relishing the flexibility that enabled me to pursue both of my interests, before joining the team permanently.

Final Reflection

Working for TONIC has, and still does, provide me with the opportunity to contribute to change that has a positive impact on vulnerable communities. It is the conversations with individuals with lived experience that I have come to value the most in my job. 

Reflecting on my route into social research, it appears clear to me that being open-minded, committed and willing to learn are essential qualities needed to be a good social researcher. There is no one singular degree or background that is needed to get into social research, instead it is about passion and being committed to driving impact through giving a voice to those who need to be heard, that qualifies you for the role.

Written by Danielle Jones, Senior Researcher & Analyst, October 2025