ABOUT ME
I am an Anthropologist and CX professional with a
demonstrated history of doing market research in
multiple industries focused on business to business
and business to consumer marketing.
Work Involvement:
I have experience using quantitative and qualitative
research through ethnography to gain human-driven
insights that inform business or consumer
decision-making processes.
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Why CX?
Because there's always room for improvement. I
love asking why!. The world is constantly changing,
good human-driven-insights help us keep up and
meet people's needs.
I bring a strong
work. I'm a firm
paramount, and
innovative way to
sense of compassion to my CX
believer that people's needs are
there's always a better, more
meet those needs.
I am also a writer and content contributor on
BizCommunity, you can read my latest article on: A
guide
to
understanding
the
importance
of
anthropology in B2B marketing
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Junior Research Consultant
Research Coordinator
Business Development and Marketing
Executive
Market Research Consultant
Anthropologist
Research Methods:
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Primary desktop research
Qualitative insitu interviews
Focus group discussions
Structured and semi structured surveys
Telephonic interviews
Video and picture diaries
Observatory and ethnographic research
My work has contributed value in;
• Customer retention and acquisition
strategies.
• Enhanced CX and UX experiences.
• Understanding
customer
journey
mapping.
STAGES OF ETHNOGRAPHIC
RESEARCH
PROJECTS
BRIEF:
We were commissioned by Sasfin to help them understand and influence SMEs to bank with them, using their B\\yond
platform. The focus was on six segments that had been identified, namely;
1.
2.
3.
4.
5.
6.
Project-based businesses
Manufacturers under 10 years
Start-Ups
Accountants
Xero-Users
Payabill Users
The purpose of this research was to:
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Creare archetypes for each segment
Understand the CX journey they went through to use Sasfin as their business bank.
Understand their perceptions on the UX on the B\\Yond platform.
Understand the DMU for each segment and their challenges.
MY ROLE:
I was responsible for doing the ethnographic research, gathering insights using qualitative insitu interviews, observations
(recording videos and taking pictures) and writing a report that informed strategists on how to create a B2B targeted
approach on the different segments.
OUTCOME:
The ethnographic report had detailed brand perceptions from the participants highlighting their pros and cons of using the
B\\Yond banking platform.
The research uncovered psychographic and behavioural insights of how SMEs businesses operate when dealing with
banks which informed the communication approach for the strategy.
It also highlighted the different SME owner archetypes, what they value the most and the marketing messaging that is
more appealing to them.
BRIEF:
The purpose of this research was to explore the human elements of working in the transport industry and the consequent
decision-making modalities.
The overall elements were examined for the creation of an IMC for the Volvo Trucks SA.
The purpose of this research was to understand:
• The perception and reputation of the Volvo Trucks brand overall versus the perception of their support services
• The personas and human insights about the diverse target market.
• The price sensitivity and relative need for financial services in the market.
• The varied roles that buyers and users play in this market (operational director to the driver to managing
director)
MY ROLE:
I was responsible for doing the ethnographic research, gathering insights using semi-structured, observations, telephonic
interviews questions, and writing a report that informed strategists on how to create the IMC strategy for Volvo Trucks.
OUTCOME:
The research brought out that most Volvo truck owners bought their trucks based on word of mouth from their peers
more than going through online media. The IMC strategy focused more on outdoor media and events to get new clients to
interact with other truck owners and experience the trucks first hand.
The research revealed different buyer personas of Volvo truck clients and this helped segment the IMC to communicate to
both the needs of older clients who have a legacy business mindset and corporates who are focused on technology
advancements.
The research also found out that Volvo CX is rated high during purchasing but deteriorates in after-sales services because
the CX is tied to the salesperson and support teams don’t extend the same values. The internal strategy focused on
improving the whole value chain for CX experience from the first point of contact, salespeople to support teams creating
the same CX levels.
BRIEF:
The purpose of this anthropology research was to;
• To understand the role the SYSPRO education plays in helping SYSPRO clients and employees in learning more
about the SYSPRO software.
• To understand the current SYSPRO education perceptions.
• To understand current challenges for repositioning.
• To give recommendations on what can be improved to enhance the experience.
• To understand the DMU and what we need to say in order to get their buy-in for SYSPRO education.
MY ROLE:
I was responsible for doing the ethnographic research by creating a research plan, gathering insights using
semi-structured qualitative questions, telephonic interviews. I wrote and presented findings that informed strategists on
how to create a repositioning strategy for SYSPRO Education.
OUTCOME:
The research helped create a new repositioning strategy based on human insights to change the perception of the current
SYPRO Education offering.
The research helped to inform a new UX design on their online platform based on an outside-in approach that focuses on
the needs of the user and not just pushing content.
It also helped with repositioning SYSPRO Education from a content library to a learning platform meant to help clients
enhance their knowledge of SYSPRO.
Why Me?
Anthropology is the perfect training for business and design. You have to
understand people to design things for them. Anthropology gives you the tools
for this.
Having worked in multiple roles and industries in the past years, I have acquired
different experiences that I leverage in my research such as;
● Understanding how to do primary, secondary and ethnographic research.
● I have analytical abilities and I am able to get human insights and create
stories from the research data.
● I also know how to interpret and present findings to teams I work with
and ultimately the client.
I believe in teamwork and I play my part to ensure the best outcomes are
achieved.
I am eager to learn and I believe in working for companies that give me an
opportunity to share my skills, learn new ones and grow beyond my capabilities.
THANK
YOU
