30Under30 Honouree: Jolia Thadal

Great to hear from Significant Insights Global 30 under 30 honouree Jolia Thadal, a researcher passionate about social impact and social media data. She specializes in leveraging social media conversations to generate insights and draws on her previous experience as a government aide to inform strategies for global and mission-driven brands.

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

I stumbled into the world of insights after a series of “Aha!” moments—more like epiphanies that kept inspiring sidequests. It all started when I thought I wanted to be an advertising strategist after working in politics/government administration for a bit. Why? Because I binge-watched ‘The Pitch’, an advertising competition show, and got hooked on the dramatic, genius thinking behind ads and marketing. This led me to pursue a recent grad fellowship with the mission-driven marketing agency Blue State, where I got trained in strategy. Through the strategy training, I discovered a new love: digging into data to unearth insights that fuel strategic planning.

Reflecting on my past, I realized I had been training in insights all along. During my undergrad at the Rochester Institute of Technology, I took courses in visual culture and visual anthropology, mastering the fine art of observing critically and adding cultural contexts to the things we see.

My Blue State fellowship provided me with valuable social media listening and research skills, which helped me secure a Senior Social Media Analyst role at EssenceMediaCom. At EssenceMediacom, I had the opportunity to leverage social media insights for exciting projects, including the award-winning Reddit x Dell I.T. Squad campaign and the Adidas x Beyoncé Ivy Park collaboration.

After reading The Defining Decade by Dr. Meg Jay, I was inspired by its insights on “loose ties” and “identity capital.” I took this advice to heart and embraced a portfolio approach to my career—pursuing fascinating personal projects, side hustles, fellowships, and volunteer opportunities, all driven by my passion for social impact. This led me to work on side research initiatives at social enterprises like Unlock Her Potential, a public figure-driven mentorship program for women of color, and GOOD DOCS, a company that distributes social justice documentaries. I also had the opportunity to be a mentee of the selective Women in Research (WiRE) and Colour of Research (CORe) mentorship programs. 

For the 2024-2025 school year, I’m pursuing a master’s degree in Social Innovation and Entrepreneurship at the London School of Economics (LSE). This program will equip me with the skills to master using research to shape social impact strategies while effectively balancing purpose and profit goals in business.

The journey has been a winding path of discoveries, but that’s what makes it fun.

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

To thrive in the world of market research, data, and insights, you need a few key ingredients: a deep love for reading, writing, and perhaps most importantly: stamina. Yes, stamina. Not the kind you need for a marathon but the kind that fuels endless curiosity, relentless problem-solving, and an almost childlike habit of constantly asking, “Why?”

This field is perfect for people who find joy in Googling obscure questions, spotting patterns no one else notices, and staying ahead of the curve by identifying emerging trends. If you’ve ever found yourself happily scrolling down a rabbit hole, you’re probably a natural.

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

Junior researchers, a helpful reminder: insights are only as valuable as their ability to align with the bigger picture. It’s not just about crunching numbers or delivering sharp observations—it’s about connecting the dots between findings, an organization’s mission, and its business goals.

Do you have any advice for our sector?

A bittersweet truth of the insights industry: the tools that promise to make everything smarter, faster, and clearer often come with a high price tag. I wish there were a more low-cost version of tools to enable people with smaller budgets to have informed strategic planning.

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

I’d like to acknowledge my parents, Marie Thadal and Rodrigue Thadal, and my grandmother, Aline Agathe Moise, for their unwavering support. Special thanks to my former professors, Uli Linke and Ebonipearl Jones, who provided me with foundational skills through their visual anthropology and visual culture courses at RIT. Additionally, I’m grateful to Rachel Bonsignore, Cate Rubenstein, Theresa Jones (Luminance Insight), Lauren Eichler (EssenceMediaCom), and Alexandra Pearson (media impact strategist) for being my first mentors in insights. I also want to recognize other impactful mentors: Myrtle Jones (Jones Guild), Sophia Chang (Unlock Her Potential), Jess Teutonico, Amanda Reid (OCTO Impact), Brooklyn Carey (strategist), and Barbara Lawrence. Finally, a shout-out to supportive organizations like the Emma Bowen Foundation and the 100 Roses from Concrete’s G.R.OW.T.H Initiative for empowering me on my journey through their fellowship programs.