The Global Qualitative Researchers’ award has announced Nigerian researcher, Sophia Ukoni as the recipient of the 2024 award, making her the first Nigerian to have bagged such honours.
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Ukoni was recognised alongside Florian Groth, a German Senior Research Consultant, specialising in Consumer Research at Point Blank in Berlin.
 
Ukoni’s foray into market research commenced over seven years ago at Kantar Nigeria (formerly Millward Brown), where she spent five formative years before making a transition to the client side.
 
Ukoni is an adept storyteller, intricately weaving together threads of human experiences, and crafting meaningful narratives from qualitative data. She’s currently the User Research Lead for the Instant Messaging Team at Transsion Holdings.
 
Her expertise spans diverse industries including Finance, Consumer Packaged Goods, and Technology, showcasing her versatility and impactful contributions.
 
At the core of Ukoni’s current professional mission lies a dual-purpose vision, as she’s passionate about aiding brands in understanding consumer desires, and translating these insights into innovative products.
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Also, she believes qualitative research is a powerful tool for instigating positive societal transformation.
 
She’s a graduate of Mass Communication and has her Masters in Public and International Affairs from Covenant University and University of Lagos respectively.
 
As a recipient of the award, Ukoni will enjoy perks such as free conference registration to attend the Qualitative Research Consultants Association (QRCA) Annual Conference in January 2024, at Denver Colorado, and a complimentary one-year membership in QRCA.
 
Expressing her excitement about winning the award, she said, “One of the most significant advantages of this award for me is gaining access to a wealth of highly knowledgeable individuals engaged in diverse and fascinating pursuits across numerous industries.
 
“The exposure will be instrumental in broadening my perspective, facilitating exit from professional bubbles, and fostering a profound understanding of how peers are pushing the boundaries of qualitative research.”
 
Co-chair of the Global QRCA Committee, Monica Dale, emphasised the award’s significance, stating, “This award allows the QRCA to recognise international qualitative researchers with high potential, offering a valuable opportunity to advance their qualitative skills and their professional development.
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“Florian and Sophia are welcomed into the QRCA community, joining a distinguished list of past scholarship recipients from various corners of the globe, including Zambia, Indonesia, Malaysia, Brazil, Turkey, New Zealand, Belgium, the Czech Republic, Australia, South Africa, Mexico, Argentina, Honduras, India, Kenya, and Romania.”
 
QRCA is a global community for qualitative professionals, connecting, educating, and advancing qualitative methods, practices, and standards.
 
Its members, comprising of independent consultants, in-house researchers, agency researchers, project managers, support services, field resources, academics, students, and retirees, share a collective passion for maximising the impact of qualitative research.
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