Donna-lee Ginsberg lately joined GeoPoll because the Analysis Supervisor in command of the Latin America area. In her function, primarily based in Panama Metropolis, Panama, she might be overseeing analysis and managing shopper and companion relations within the area. She had the dialog under with Frankline Kibuacha on her journey in analysis, her function, and being profitable in LATAM.
1. Welcome to GeoPoll, Donna-lee! Let’s begin with what sparked your curiosity in analysis and information and the way you bought into the sector.
Thanks! It’s so nice to be right here. Typically it seems like I used to be born a researcher! I’ve all the time been curious. Curiously understanding myself, the world, the folks round me and, I’ve all the time been a little bit of a math-nerd and felt very comfy round and dealing with numbers, particularly creatively. I didn’t research analysis—I accomplished my honors in Economics (and I’m nonetheless extremely motivated and captivated with Economics). However, after all, Economics and the evaluation thereof requires a variety of analysis, information, crucial considering and understanding, so my diploma and my passions helped me land my first job as a Analysis Govt at Nielsen. That’s the place I fell deeply in love with information and its energy to information and rework not solely nations economically however firm methods and selections—serving to companies greatest meet their clients’ wants by understanding folks – all by means of utilizing numbers creatively – what a dream.
Analysis and considerate data-driven deduction – I really fell in love with this recipe.
2. How has your profession developed by means of totally different analysis methodologies and industries?
I used to be fortunate sufficient to work with and for Unilever for an enormous a part of the primary half of my profession—the place the client is on the coronary heart of all the things. My ardour for information, buyer analysis, and the symbiosis of retail and advertising and marketing was deeply influenced by my time at Unilever, the place I spent my time facilitating the partnership between information, advertising and marketing, and buyer groups. My curiosity grew additional after I started to discover analysis past the realm of pure retail measurement after I joined TNS, the place I developed abilities that tapped into the refined, extra qualitative aspect of understanding the client. There are such a lot of behaviors pure buying information would by no means uncover as a result of a lot of what we do as human beings is unconscious. Even our likes and dislikes are sometimes deeply rooted in our unconscious, making them practically unattainable to articulate consciously. After being uncovered to stunning and sensible qualitative methods and strategies that enable researchers to ask the query with out asking the query—I noticed how we might even higher serve clients – past information. Not simply in what we provide them however in how we talk, communication in spite of everything is all the things. You may have a coverage, an concept, a enterprise, a message, a product – however in the event you don’t know the best way to talk it clearly and meaningfully to the best folks.
The dream is misplaced and what a disgrace.
I ultimately discovered myself at Mr. Worth—the most important and most prolific trend retailer in South Africa. A real honor to work for an additional exceptionally dynamic and inventive enterprise that places its clients first, proving that this strategy persistently delivers glorious enterprise outcomes. Then in 2021 after a really turbulent interval in my private life – dropping each of my mother and father unexpectedly throughout the area of 11 months – I wanted to maneuver on, each in my profession and geographically and fairly spontaneously (and courageously!) moved to Panama, Central America. Round that point, I began working with Meta on their B2B enterprise, additional growing my qualitative analysis abilities—however this time, within the B2B area, the place the enterprise is the client. It was fascinating. At Meta, the main focus wasn’t on asking the “proper” questions—as a result of there are not any proper questions—however on constantly asking extra questions. I discovered the best way to qualitatively assess enterprise sentiment and decision-making processes within the tech area, working with a number of the most actually sensible minds and subjects like Privateness, Integrity, Synthetic Intelligence and their notion and adoption amongst companies.
3. What led you to GeoPoll, and what excites you most about your function?
GeoPoll had been on my radar since my Unilever days as a analysis firm that was actually revolutionary and agile from the very starting. The piloting of cell information assortment in Africa all the time left me in awe – GeoPoll was assembly folks the place they’re at and at scale! This was an organization working on the intersection of know-how, human and worldwide growth, and agile insights for enterprise progress throughout all demographics – all very early within the sport.
Coming from South Africa and dealing in analysis, I used to be aware of how tough it was to succeed in sure demographics—particularly quantitatively. So when GeoPoll took off, I assumed, properly, that’s a wise enterprise! I had all the time admired how GeoPoll leveraged cell analysis to fill a vital hole in information assortment, significantly in rising markets the place conventional methodologies usually fall quick.
I used to be additionally now prepared for a job that aligned with my ardour for rising markets, agile analysis, and large-scale data-driven influence. GeoPoll was an ideal match—combining my expertise in each quantitative and qualitative methodologies with my need to work on tasks that affect real-world selections throughout LATAM (the place I now stay), Africa (the place I’m from) and a enterprise that leads by innovation, it was a no brainer.
What excites me most about my function at GeoPoll is being a part of an organization the place my voice is heard, my opinions matter, and I can straight form the work we do. It’s extremely fulfilling to know that at GeoPoll isn’t nearly numbers and insights—it has the facility to make an actual distinction on the planet from the within out. Whether or not it’s serving to manufacturers higher perceive their shoppers, supporting humanitarian efforts, or informing coverage selections, the influence is tangible, and we’re dedicated to doing this smarter, sooner and with extra influence day-after-day. Being in an area the place I can contribute meaningfully, collaborate with sensible minds, and be a part of one thing that really issues—that’s what makes my function at GeoPoll deeply rewarding.
4. What alternatives do you see for data-driven decision-making in LATAM, and the way do you assume GeoPoll may also help organizations on this area?
The International South is basically misunderstood in some ways, and I imagine LATAM much more so. Being a part of the “Americas,” but essentially totally different from North America, it’s a disservice to lump LATAM into the identical frameworks we use to grasp and serve North America—and even Africa and Asia.
In my 4 years residing in Panama, I’ve seen many similarities between LATAM and Africa. However I’ve additionally seen how deeply nuanced the area is, formed by wealthy, numerous, fascinating, and highly effective cultures. And I exploit the phrase highly effective deliberately—as a result of LATAM, as a area and a tradition, is highly effective. That’s why it’s crucial that we make investments time, effort, and sources into actually understanding these nuances, slightly than counting on broad-stroke assumptions.
This is applicable not simply from a enterprise perspective but in addition from a social one. Whether or not addressing the humanitarian crises LATAM faces or supporting the area’s growth by means of funding, the purpose ought to by no means be for LATAM to grow to be like North America or wherever else.
As an alternative, the world wants to raised perceive who LATAM actually is and facilitate extra of that.
5. What developments are you seeing in analysis and information assortment, and particularly in LATAM?
One of many greatest shifts we’re seeing in analysis and information assortment—particularly in LATAM—is how know-how is making insights extra quick and accessible, but on the similar time, there are nonetheless large gaps in understanding. There’s an rising reliance on digital instruments, cell methodologies, and AI-driven evaluation, which permits us to get nearer to the buyer in actual time. However the problem stays: how can we be sure that we’re reaching all folks, not simply those who’re best to succeed in? In LATAM, identical to in Africa, there are deep cultural nuances that may’t all the time be captured by means of conventional surveys alone. That is the place revolutionary analysis strategies—equivalent to mobile-based information assortment and revolutionary qualitative methods—have gotten important. Folks on this area have sturdy opinions and a strong voice, and it’s as much as us as researchers to design research that don’t simply scratch the floor however actually uncover the ‘why’ behind behaviors, perceptions, and selections.
6. GeoPoll lately opened a name heart in Panama. How do you see this shaping analysis within the LATAM area?
The decision heart in Panama is a sport changer. It’s one factor to conduct analysis remotely, however having a bodily presence within the area brings us a lot nearer to the realities of LATAM—what persons are experiencing proper now slightly than simply counting on outdated or secondhand data. We noticed this firsthand in our latest Central America Migration research, which was carried out from our Panama-based heart. Having skilled native interviewers made all of the distinction—they perceive the context, they converse the language and in a manner that resonates with respondents, and so they can probe in ways in which an internet survey by no means might.
One of these human-led analysis is crucial, particularly in areas the place migration, financial uncertainty, and safety considerations are shaping on a regular basis life. Past that, the Panama name heart additionally strengthens belief. In lots of LATAM markets, persons are skeptical of analysis in the event that they don’t really feel a connection to who’s asking the questions. By being right here, by talking their language (actually and culturally), we’re not simply amassing information—we’re constructing relationships, and that’s what results in actually significant insights.
6. LATAM is an enormous bloc, how do you strategy challenges equivalent to cultural variety and ranging market circumstances when conducting analysis within the area?
LATAM like Africa, just isn’t a rustic. It’s essential to respect and perceive every nation throughout the area – the character of the land itself and the way this influences tradition (i.e. Andean Tradition vs. Caribbean Tradition) – these nuances are essential, fascinating and when companies actually put money into understanding these cultures BEYOND the borders of nations, not solely will they play a job in uplifting the communities and other people inside LATAM however companies will flourish since you are actually reaching and understanding who the true LATAM buyer is. And once you actually attain and perceive who the true buyer is, enterprise success naturally follows.
7. What drives your ardour for market analysis and serving to organizations make data-driven selections?
I imagine analysis is without doubt one of the strongest instruments that convey us nearer to essentially understanding one another and ourselves as human beings. It’s past Firm and. Buyer, Nation and Inhabitants. We’re persistently in analysis with one another. Analysis permits us to construct a relationship with our clients, with our folks. It permits us to convey that relationship to life and deepen the relationships whether or not or not it’s a enterprise and its buyer or a authorities and its folks.
For me, analysis is really the important thing that unlocks all alternatives for us to enhance as a humanity and as professionals.
8. What do you assume units GeoPoll aside from different analysis corporations?
The flexibility to pivot as rapidly because the market is altering. We stay in a world the place now greater than ever, the one factor that’s sure is that nothing is for sure. GeoPoll is an organization that thrives on values that persistently questions the norm, the best way issues have all the time been finished – is that the best manner? Is there a greater manner? GeoPoll is an organization that really embodies considered one of my favorite philosophies from Nelson Mandela “all the things appears unattainable till it’s finished”.
The corporate is agile sufficient to shift with the market whereas nonetheless constructing relationships with deep integrity—with workers, shoppers and respondents. And that’s why the info we ship isn’t simply insightful—it’s grounded in reality. At the same time as the reality itself continues to evolve.
9. What’s a enjoyable reality about Donna-lee that folks may not know?
Enjoyable Reality – I’m equally obsessive about each cats and birds!
Sobering Reality – In 2018, I misplaced each my mother and father throughout the area of 11 months on the age of 32. Turning into an orphan at that stage of my life was one thing I by no means anticipated. Grief has a manner of reshaping you, breaking you aside whereas concurrently rebuilding you into somebody new—in the event you enable it. As tough and painful because the journey has been, it has additionally been profoundly transformative, educating me resilience, perspective, and a degree of acceptance and compassion so deep it’s onerous to articulate. I might by no means totally seize its influence in only a few phrases however what I can say with certainty is that loss, although brutal, has modified me for the higher in methods I by no means, ever might have imagined.
