30Under30 Honouree: Sophia Ukoni

Great to hear from Significant Insights Global 30 under 30 honouree Sophia Ukoni, a Senior User Research Consultant, applying her expertise to develop impactful products and services at Transsion Holdings. She is also one of the winners of the 2024 Global Qualitative Researchers Award by the Qualitative Research Consultants Association (QRCA).

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

The story of my journey into the fascinating world of market research began unexpectedly in 2016.  Even though I had always nurtured an inherent curiosity about the world around me, I had long envisioned a career as a journalist, a trajectory that aligned with my educational background. However, in 2016, a friend introduced me to market research, and I found myself drawn to it. I can still vividly recall the anticipation as I dispatched my resume to the Managing Director of Millward Brown Nigeria, now known as Kantar. Little did I know that this would be the start of my adventure in the qualitative facet of market research!

Over the following years, my dedication to excellence and unwavering passion began to yield result as an opportunity emerged to join the newly-formed client service team for the Google account which exposed me to UX research. In my current position at Transsion Holdings, I leverage my experience in qualitative and UX Research to enrich the global teams understanding of the Nigerian market.

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

A career in research, data, and insights is very engaging and keeps you curious and intellectually engaged, constantly driving you to solve challenges and find ways to improve things. It encourages you to think beyond yourself, fostering a deep commitment to making tangible impacts across various spheres of influence.

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?

Research can be incredibly demanding and time-consuming, often requiring you to focus intensely on groundwork and ensuring everything runs smoothly. In my early days in Research, I was so absorbed in executing the tasks at hand that I overlooked the importance of visibility—speaking up about my contributions and ensuring my work was recognized. This occasionally led to missed opportunities. Reflecting on this, I realized the significance of balancing diligent execution with strategic self-promotion. Since then, I’ve become more intentional about managing both aspects, recognizing that they are equally crucial for personal and professional growth.

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

I believe staying curious is crucial—it’s your superpower! Keep sharpening your skills and expertise because the research world is evolving fast. AI is the new big thing, and incorporating it can unlock a whole new level.

There’s so much to learn from people doing amazing work, follow their lead, soak up their wisdom, and let it fuel your growth.

And, visibility matters—a lot. I resonate with the statement ‘Don’t just do the work, talk about it!’ Share your wins, insights, and ideas. Build connections with colleagues, mentors, and industry pros. Your network is a treasure trove of opportunities waiting to happen.

Do you have any advice for our sector?

I’ve been in the research industry for about seven years, and for the first five, I had no idea there were so many organizations and bodies in our sector doing incredible work—it all felt so under the radar. While a lot has been done and continues to be done to raise awareness, I believe our sector still has a long way to go in showcasing the impact we’re making.

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?

There are quite a few people who have significantly influenced my journey. The late Ugo Geri-Robert played a pivotal role in shaping my career growth. Barene Jankovich-Besan profoundly influenced my perspective, transforming how I approached client needs and embraced the bigger picture. Stella Igweamaka and Valentine Nwangwu have been incredible motivators, consistently sharing valuable opportunities that have propelled me forward.