30Under30 Nominee: Peace Erikefe

Great to hear from Global 30 Under 30 Nominee, Peace Erikefe, a Research and Insights Analyst at Kantar, based in Lagos, Nigeria. Peace works on brand health tracking, usage and attitude studies and multi-market quantitative research.

How did you find your way into research, data and insights?

I didn’t set out to work in research; I discovered it along the way. What drew me in was how much business strategy depends on really understanding people. I’ve gone from supporting studies to working on brand health trackers, usage and attitude studies and multi-market projects.  

What part of your work are you most proud of and why?

Collaborating on a multi-market study across 3 markets in the SSA region. Getting three very different markets to tell one coherent story, without flattening the local differences, was a real challenge. Turning that into clear findings the client could act on is what I’m proudest of. 

What have you learned so far that you wish you’d known when you started?

Data doesn’t persuade people; a clear story does. The best insight isn’t the most complex analysis. It’s the “so what” someone can act on the next day.

What excites you most about the future of insights and what would you like to help change?

I’m excited by African consumer insight getting the same visibility and rigour as any other region. I want to help show that research from our markets can meet global standards and shape global decisions.

What advice would you give someone just starting out in the industry today?

Get comfortable with the basics (questionnaire design, sampling, how data gets cleaned, etc) before chasing shiny tools. Be curious about the business behind the brief and worry less about having the perfect background.

Who has helped you along the way?

A special thank you to my manager and senior members of the team, for trusting me with real responsibility, giving honest feedback and backing me to grow. I’m also grateful to the colleagues I’ve worked with across projects. Their sharp questions, patience and willingness to share what they know have made me a better researcher.