30Under30 Nominee: Itansina Halima Ofa

Great to hear from Significant Insights Global 30 under 30 nominee Itansina Halima Ofa who, starting from a background in biochemistry, has carved a unique path in market research, blending data-driven insights with a passion for understanding consumer behaviour and a dedication to making an impact.

So, how did you get into the industry, and take us through how you got to this point?

My love for “marketing” actually started back in my second year of university. I was studying biochemistry, and while I respected the field, I just didn’t feel that spark. I wanted something that would let me be more expressive and creative. Art wasn’t quite it either, since it came almost too naturally, so I was still searching.

Then, I decided to enter a beauty pageant. As part of the competition, I had to drive ticket sales to move to the next round and work on community projects. Surprisingly, I made it to first runner-up! That experience opened up a lot for me. I got to work with beauty brands and saw a whole new side of marketing and branding, which fascinated me.

After the pageant, I took on a part-time role as a brand influencer, I worked with a lifestyle brand on event marketing, ticket sales, and just pushing the visibility of our events. Honestly, it was one of the best things I ever did as a student—I was learning so much, and my interest in marketing was growing with each project. I even started thinking of switching to a marketing degree, but changing my course would have meant starting over from scratch, which felt too drastic. My family suggested I pursue a master’s in marketing instead, so I kept my biochemistry studies on track but knew where I was headed next.

As I continued working on events, I became even more curious watching how people interacted with different brands—seeing their reactions and hearing their comments. I knew there was something deeper, almost psychological, driving those choices, but I didn’t quite have the tools to uncover it all.

After university, I went off for my NYSC and was posted to Lagos, far from my hometown, As I neared the end of my service, I started having career conversations with my mentor and he mentioned market research as a field that could help me explore my curiosity around consumer behavior. Initially, I thought it was academic research, but after learning more, I understood it was ‘marketing research,’ a whole different world!

That was it—I knew this was the path I wanted to take. I looked up courses and found Marketing Research Africa’s GradLaunch program on LinkedIn. It was an 8-week program, tailored for graduates launching their careers in market research. Those weeks were mind-blowing! I learned so much, from the basics to a real business project we had to solve. To my surprise, they even offered me a trainee role afterward at Pierrine Consulting Africa.

Since then, I’ve had the chance to dive into data analytics and consulting—meeting clients, managing data collection, interpreting findings, and presenting insights and I will say “each project feels like solving a puzzle, and seeing our work impact real decisions is incredibly fulfilling.”

This journey into marketing research may have started unexpectedly, but it’s been the most rewarding thing I could have imagined.

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

A career in market research isn’t just about data; it’s about understanding people at a deeper level. We’re in the business of discovering the ‘why’ behind choices, the motivations, and behaviours that drive people to connect with brands, products, and even each other. Every project is like uncovering pieces of a larger human story, and if you’re naturally curious, it can be incredibly fulfilling. It’s also a field that allows you to see the real-world impact of your work, which is immensely rewarding. Market research is dynamic and ever-evolving, with new tools and methods coming up every day, so you’ll always have opportunities to grow, innovate, and truly shape the future of industries.

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

Early in my career, I was assigned to manage a data collection team with a quota to achieve, It was my first time managing a team on the ground, and right away, we faced a major setback—our turnout of data collection officers was much lower than expected. I remember the frustration of standing there, unsure of how we’d pull through with such limited hands. But instead of letting panic take over, I learned to adapt quickly. I found myself re-strategizing, working closely with the few officers we had, and even stepping into roles I hadn’t anticipated. The experience taught me resilience, creative problem-solving, and the importance of trusting your team, no matter the circumstances. That challenge was a turning point, shaping my ability to handle the unpredictable nature of fieldwork and teaching me that “adaptability is often your greatest tool.”

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

Firstly, I’d say develop a strong sense of empathy for the consumer. Beyond the numbers, try to understand the real people behind the data—their lives, their pain points, their joys. This empathy will make your insights more impactful and authentic. Secondly, embrace the art of storytelling. Research can be dense and complex, but the ability to distill it into a narrative that resonates is a true skill. When you can tell a story with data, you don’t just present findings; you drive action, inspire change, and make the data come alive.

Do you have any advice for our sector?

Let’s keep pushing the boundaries on inclusivity and representation. Our world is more connected yet more diverse than ever, and as researchers, we hold a unique responsibility to represent a wide spectrum of voices and experiences. This means we must innovate our methodologies to capture nuances that reflect all demographics, especially those who’ve historically been underrepresented.

Another big one is transparency. Let’s keep building trust by being upfront about our methodologies, limitations, and biases. When we are open, honest, and inclusive, we don’t just deliver data; we deliver trust and authenticity.

Is there anyone who has helped your career so far that you’d like to acknowledge and say thanks or give a shout-out to?

There are so many people, but I’d like to give a special thanks to my mentor and family, who helped me navigate my early career decisions. They opened my eyes to market research as a pathway and encouraged me to pursue opportunities that stretched me beyond what I thought possible and supported me when I decided to pivot from biochemistry to marketing. Without their encouragement, I may not have found the path I’m on today.

Secondly to my Boss – Seyi Adeoye – For the invaluable opportunity as a graduate trainee. His unwavering support has played a crucial role in my growth, along with the countless training resources he has made available.

I’d also like to give a shout-out to my amazing managers, Cletus Afemikhe and Victor Onofomi, who have poured their knowledge and guidance into my journey.

Lastly, a big thank you to all the trybe members for their constant support and encouragement along the way.