Donna-lee Ginsberg just lately joined GeoPoll because the Analysis Supervisor in control of the Latin America area. In her function, based mostly in Panama Metropolis, Panama, she will probably be overseeing analysis and managing consumer and accomplice 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 knowledge and the way you bought into the sphere.
Thanks! It’s so nice to be right here. Typically it appears like I used to be born a researcher! I’ve at all times been curious. Curiously understanding myself, the world, the individuals round me and, I’ve at all times been a little bit of a math-nerd and felt very snug 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 enthusiastic about Economics). However, after all, Economics and the evaluation thereof requires lots of analysis, knowledge, crucial pondering and understanding, so my diploma and my passions helped me land my first job as a Analysis Government at Nielsen. That’s the place I fell deeply in love with knowledge and its energy to information and rework not solely international locations economically however firm methods and selections—serving to companies finest meet their prospects’ wants by understanding individuals – all by 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 advanced by 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 every part. My ardour for knowledge, buyer analysis, and the symbiosis of retail and advertising was deeply influenced by my time at Unilever, the place I spent my time facilitating the partnership between knowledge, advertising, 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 expertise that tapped into the refined, extra qualitative aspect of understanding the client. There are such a lot of behaviors pure buying knowledge 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 almost unattainable to articulate consciously. After being uncovered to stunning and sensible qualitative strategies and strategies that permit researchers to ask the query with out asking the query—I noticed how we might even higher serve prospects – past knowledge. Not simply in what we provide them however in how we talk, communication in any case is every part. You may have a coverage, an thought, a enterprise, a message, a product – however for those who don’t know the best way to talk it clearly and meaningfully to the best individuals.
The dream is misplaced and what a disgrace.
I finally discovered myself at Mr. Worth—the biggest and most prolific trend retailer in South Africa. A real honor to work for one more exceptionally dynamic and artistic enterprise that places its prospects first, proving that this method constantly delivers glorious enterprise outcomes. Then in 2021 after a really turbulent interval in my private life – dropping each of my dad and mom unexpectedly inside 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 creating my qualitative analysis expertise—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 aren’t 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 few of the most really 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 really modern and agile from the very starting. The piloting of cell knowledge assortment in Africa at all times left me in awe – GeoPoll was assembly individuals the place they’re at and at scale! This was an organization working on the intersection of know-how, human and worldwide improvement, and agile insights for enterprise progress throughout all demographics – all very early within the recreation.
Coming from South Africa and dealing in analysis, I used to be conscious about how troublesome it was to succeed in sure demographics—particularly quantitatively. So when GeoPoll took off, I believed, nicely, that’s a sensible enterprise! I had at all times admired how GeoPoll leveraged cell analysis to fill a vital hole in knowledge assortment, significantly in rising markets the place conventional methodologies usually fall brief.
I used to be additionally now prepared for a task 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 want to work on initiatives that affect real-world selections throughout LATAM (the place I now reside), 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 instantly form the work we do. It’s extremely fulfilling to know that at GeoPoll isn’t nearly numbers and insights—it has the ability to make an actual distinction on this 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, quicker 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 actually 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 can assist organizations on this area?
The World South is basically misunderstood in some ways, and I consider 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 dwelling 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, various, fascinating, and highly effective cultures. And I take advantage of 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 assets into really understanding these nuances, relatively than counting on broad-stroke assumptions.
This is applicable not simply from a enterprise perspective but additionally from a social one. Whether or not addressing the humanitarian crises LATAM faces or supporting the area’s improvement by funding, the objective ought to by no means be for LATAM to turn out to be like North America or wherever else.
As an alternative, the world wants to higher perceive who LATAM actually is and facilitate extra of that.
5. What tendencies are you seeing in analysis and knowledge assortment, and particularly in LATAM?
One of many greatest shifts we’re seeing in analysis and knowledge assortment—particularly in LATAM—is how know-how is making insights extra instant and accessible, but on the similar time, there are nonetheless enormous 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 will we be sure that we’re reaching all individuals, not simply those who’re best to succeed in? In LATAM, identical to in Africa, there are deep cultural nuances that may’t at all times be captured by conventional surveys alone. That is the place modern analysis strategies—comparable to mobile-based knowledge assortment and modern qualitative strategies—have gotten important. Individuals 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 really uncover the ‘why’ behind behaviors, perceptions, and selections.
6. GeoPoll just 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 recreation 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 relatively than simply counting on outdated or secondhand info. We noticed this firsthand in our current 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 means that resonates with respondents, and so they can probe in ways in which an internet survey by no means might.
Any such 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 knowledge—we’re constructing relationships, and that’s what results in really significant insights.
6. LATAM is an enormous bloc, how do you method challenges comparable to cultural range and ranging market situations when conducting analysis within the area?
LATAM like Africa, isn’t a rustic. It’s necessary to respect and perceive every nation inside 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 really spend money on understanding these cultures BEYOND the borders of nations, not solely will they play a task in uplifting the communities and other people inside LATAM however companies will flourish since you are really reaching and understanding who the actual LATAM buyer is. And once you really attain and perceive who the actual buyer is, enterprise success naturally follows.
7. What drives your ardour for market analysis and serving to organizations make data-driven selections?
I consider analysis is likely one of the strongest instruments that carry us nearer to essentially understanding one another and ourselves as human beings. It’s past Firm and. Buyer, Nation and Inhabitants. We’re constantly in analysis with one another. Analysis permits us to construct a relationship with our prospects, with our individuals. It permits us to carry 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 individuals.
For me, analysis is actually the important thing that unlocks all alternatives for us to enhance as a humanity and as professionals.
8. What do you assume units GeoPoll other than different analysis firms?
The flexibility to pivot as rapidly because the market is altering. We reside 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 constantly questions the norm, the best way issues have at all times been completed – is that the best means? Is there a greater means? GeoPoll is an organization that actually embodies certainly one of my favorite philosophies from Nelson Mandela “every part appears unattainable till it’s completed”.
The corporate is agile sufficient to shift with the market whereas nonetheless constructing relationships with deep integrity—with staff, purchasers and respondents. And that’s why the info we ship isn’t simply insightful—it’s grounded in reality. Whilst the reality itself continues to evolve.
9. What’s a enjoyable reality about Donna-lee that folks won’t know?
Enjoyable Truth – I’m equally obsessive about each cats and birds!
Sobering Truth – In 2018, I misplaced each my dad and mom inside 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 means of reshaping you, breaking you aside whereas concurrently rebuilding you into somebody new—for those who permit it. As troublesome 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 arduous to articulate. I might by no means totally seize its influence in just some 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.