Qualitative Research plays a key role in giving in-depth perspective and insights in social and market research. As Director of Qualitative Research, I believe in leading from an experiential perspective by viewing issues in various sectors from the eyes of the respondents, and stakeholders around every research project. I believe in having my hands and feet in every step in qualitative research in order to appreciate every member of the team. As such, I actively and passionately engage in the entire research process from business development, client service, project management, capacity building for the team and my all-time favourite: moderation of Focus Group Discussions.
Beyond data, I am a front liner in contributions towards making qualitative research in Africa rich in both conventional methodology and in methodology that well adapts to the unique and rich African culture for realistic and impactful outcomes. One of the ways through which I do this is by actively taking up our PLUS activities which teach young people as well as professionals the value of research from a very practical point and from an African perspective. I also work with the team to bring matters qualitative research in Africa to the table by writing conference papers and giving insightful presentations across international conferences, where we engage fellow qualitative researchers in thought provoking debates and discussion. Africa should have a seat at all research tables.
In my free time I enjoy kitchen gardening and spending quality time with friends and family. Whenever there is more time, you will find me in the village tending to all manner of plants and (some) animals.
