30Under30 Nominee: Charles Sithole

Great to hear from Global 30 Under 30 Nominee, Charles Sithole, Senior Insight Consultant at Human8 and the youngest Board Director of the Southern African Market Research Association (SAMRA). Charles represents a new generation of African insight leaders, inspiring the next wave of researchers to shape and elevate the world of market research.

How did you get into the industry and reach this point?

I didn’t find insights, insights found me.

I originally stepped into the world of research out of curiosity. I’ve always been fascinated by why people think the way they do and how decisions are shaped. That curiosity quickly turned into a career when I realised the work wasn’t just about data, it was about meaning, behaviour and impact.

Early on, I learned that great insights sit at the intersection of empathy and evidence. That mindset pushed me to grow fast, take on responsibility early, and move into roles that allowed me to work across industries and cultures. Along the way, I’ve been fortunate to learn from strong teams, supportive leaders and clients who expect you to think bigger.

Today, my work centres on translating human understanding into strategic clarity, helping organisations connect the dots between what people value and the decisions they need to make. It’s been a journey shaped by curiosity, resilience and the belief that insights are most powerful when they drive progress.

Why should someone consider a career in market research, data and insights?

People should consider a career in insights because it gives you a backstage pass to how the world actually works.

Few careers let you sit at the table with brands, decision-makers and communities, and influence what happens next. In insights, you’re not just analysing behaviour, you’re shaping strategy. You get to turn human stories into direction, clarity and, sometimes, meaningful change.

For people who are naturally curious, who want variety, who enjoy solving problems or who want to understand people at a deeper level, this industry is one of the most rewarding places to be. It’s fast, it’s evolving and it’s one of the few fields where your perspective can genuinely shift how organisations think and act.

Insights is a career for people who want to understand “why” and then use that understanding to drive progress.

Career paths are rarely without challenges. Can you share a moment from your career when things didn’t go to plan, but the lessons learned remain with you to this day?

One of the biggest lessons in my career came from a project where I underestimated the complexity of the brief. I delivered the work, but it didn’t land with the clarity the client needed. It wasn’t a failure, but it wasn’t my best.

The moment forced me to confront a hard truth: preparation, communication and alignment matter just as much as the output. It taught me to ask better questions, set sharper expectations and never assume everyone is operating with the same understanding.

Since then, I’ve become intentional about slowing down at the beginning so we can move faster and more accurately at the end. That shift has shaped how I lead projects, collaborate with teams and approach problem-solving. It was a tough moment, but it turned into one of the most valuable lessons in my career.

What two things should junior researchers focus on as they progress in their careers?

First: Master the fundamentals. Curiosity, rigour and clear thinking are your foundation. Trends and tools will continue to evolve, but the ability to ask the right questions, structure a problem and tell a clear story will never go out of style. Build those skills early; they compound over time.

Second: Learn how to communicate. Insights only matter when people understand them. The ability to simplify complexity, bring clarity to a room and influence decision-makers is what separates good researchers from great ones. If you can communicate with confidence and purpose, your work will have impact far beyond the data.

Do you have any advice for our sector?

Our sector needs to think bigger about its role in shaping the future.

We often position ourselves as support, when in reality, we’re strategic partners. Insights shouldn’t sit at the end of the process; they should guide the beginning. The more we anchor our work in real human understanding, the more influence we earn in boardrooms and at decision-making tables.

We also need to create pathways for younger talent and diverse perspectives. The world we study is changing fast, and we need people who reflect that world, not just in methodology, but in mindset. Curiosity, courage and diversity should be seen as strategic assets, not buzzwords.

If we want this industry to stay relevant, we must lead with purpose, elevate our craft and push the boundaries of how insights can drive progress.

Is there anyone who has helped or supported you in your career who you’d like to acknowledge or thank?

I’ve been fortunate to learn from people who shaped my thinking and elevated my standards. I’m especially grateful to leaders like Bongani Poni and Samantha Payne, who trusted me early on and gave me my breakthrough in the research world. I also want to acknowledge Mpho Mpofu, Faye Joubert, Elsa Thirion-Venter and Sandile Xhakaza, who created opportunities for me when I was still finding my voice and generously offered guidance along the way.

I am deeply appreciative of the Human8 team for their unwavering support and belief in my potential, in particular, Marlé Mans and Heike Viviers, who are extraordinary leaders in their own right. A special shoutout goes to my mentor, Bronwyn Erin Penny, whose guidance and encouragement have been instrumental in shaping my approach to the insights profession.

Every step forward in my career has been shaped by those who believed in me. Finally, I want to thank my parents for their unwavering encouragement and faith in everything I do!