30Under30 Honouree: Pooja Vadia 

Great to hear from Global 30 Under 30 Honouree, Pooja Vadia, who is a consumer insights professional with experience at D2C brand at Pilgrim and agency Ipsos, delivering actionable insights that fuel innovation, sharpen brand positioning, and enable consumer-first decisions. She’s had much success in building CMI functions from scratch, leading end-to-end research (qual + quant), and partnering cross-functionally to launch high-performing products. Pooja has a deep understanding of beauty & personal care space and India consumers.

How did you get into the industry, and how did you get to this point?

My entry into research was unplanned. I was set to join an MNC in a sales role, but COVID changed those plans. My family encouraged me to take up a role that allowed me to work from the safety of home and I discovered the world of qualitative research.

I realised there are so many unsaid words and unexpressed emotions that shape how a consumer feels about a brand. That discovery pulled me in instantly. And just like that… five years have gone by.

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

Today’s consumers are informed, sharp and complex. No business can build meaningful products or communication without deeply understanding them. Insights have therefore become a critical part of marketing and product teams.

There is also a strong sense of fulfilment, solving real consumer problems and later seeing those insights shape products and brand decisions is incredibly rewarding.

Can you share an honest moment when things didn’t go according to plan, but left you with an important lesson?

I’ve had moments where things felt overwhelming: long nights, reworks, and times when I felt like stepping back. What I learnt is the importance of pausing, seeking help when needed, and then returning with clarity. The support I received during those moments made a significant difference and taught me resilience and patience.

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

Consistency and Practice.

A strong grip on the basics forms the foundation of a good researcher. In qualitative research especially, there is no substitute for hands-on work, analysing transcripts, observing consumers, and sharpening your analytical instincts. With consistent effort and continuous practice, you naturally become stronger in your craft.

Any advice for the sector?

We need to simplify research. Insights create impact only when they are expressed in clear, accessible language that speaks directly to decision-makers. We don’t need increasingly complicated frameworks: we need to become more human in how we listen, interpret, and communicate insights.

Secondly, the industry should continue embracing automation and AI. Reducing time spent on repetitive tasks allows researchers to focus on strategic thinking, deeper analysis, and stronger storytelling.

Anyone you’d like to acknowledge?

I’m grateful to all the mentors and colleagues who have shaped my journey.

At Ipsos, Neha Mishra and Mukta Matta, who not only helped me build my foundational understanding of research but always encouraged me to step outside my comfort zone. I can’t name everyone, but I’m deeply thankful to all my colleagues at Ipsos who have taught me so much about research and have also become friends through this journey.

At Pilgrim, Minu and Konark, who have constantly encouraged me to think ambitiously, and ensured that the consumer’s voice remains central to all decision-making.

Lastly, I would also like to express my gratitude to my parents, Ami and Hemant, for their unwavering support throughout.