MRII is pleased to share our spotlight winner of the MRII Emerging Markets Award in Africa/Middle East: Vanessa Naa Ayeley Aryee, a Research Analyst from Ghana and rising star in the world of user insight and market research. Her commitment to elevating voices and grounding strategy in human experience earned her this year’s top honor, and the accompanying prize of two free Principles Express courses to further sharpen her tools and impact.
At the same time, we extend heartfelt recognition to our regional runner-up, Bright Alorwoyie also from Ghana, whose excellent work also distinguished him among a highly competitive field. He will receive a complimentary Principles Express course in recognition of his achievements.
The MRII 2025 Emerging Markets Award, presented in partnership with the University of Georgia and ESOMAR and sponsored by our partner OvationMR, celebrates the dedication and achievements of its recipients, showcasing their potential to shape the future of market research.
What motivated you to apply for the MRII Emerging Markets Award?
I was motivated to apply because I saw the award as an opportunity to strengthen my professional foundation in market research and elevate the quality of insights I bring to organizations across Africa. Working with various organisations, I’ve witnessed the growing demand for context-driven, data-informed decisions. The MRII Emerging Markets Award stood out to me as a chance to gain globally recognized training that could help bridge this gap, empowering me to deliver more rigorous, ethical and actionable research that advances development and innovation in my region.
What does it mean to you that you were selected as an Award winner?
Being selected as the Middle East/Africa recipient of the MRII Emerging Markets Award is both humbling and deeply affirming. It reinforces my belief that professionals from emerging markets have valuable perspectives to contribute to the global insights community. This recognition motivates me to inspire other young researchers across Africa to pursue excellence in market and social research.
Tell us about your motivations for pursuing an MR/Insights career!
My motivation stems from a genuine curiosity about people, why they make the choices they do and how data can be used to improve systems that serve them. I’ve always seen research as a bridge between understanding and action. Over time, I’ve grown passionate about using insights to shape programs, products and policies that address local realities while aligning with global best practices. The idea that research can spark social and economic change keeps me committed to this field.
What were your initial expectations for the Principles Express course you took? Tell us about your experience with the course. What feature[s] about the course was most valuable to you?
I expected the course to provide a strong conceptual grounding in research ethics, data quality and global industry standards and it exceeded those expectations. The structure was clear and flexible, allowing me to learn at my own pace while engaging with rich, real-world examples. What stood out most was the emphasis on ethical principles and respondent trust, topics that are particularly relevant in emerging markets where research cultures are still evolving. The interactive elements and practical scenarios helped me translate theory into practice seamlessly.
How do you look to leverage your course experience as you progress in your research and insights career?
I plan to apply the knowledge and principles gained to strengthen research processes and capacity-building initiatives within my organization and networks. I also hope to mentor emerging researchers on the importance of ethical standards and methodological rigor, especially in contexts where these practices are still developing. Ultimately, I see this experience as a stepping stone toward contributing to a more credible and insight-driven research ecosystem across Africa.
