FOUNDER & CEO, TRENDS AND INSIGHTS FOR AFRICA
Maggie Ireri, the visionary Founder and esteemed Chief Executive Officer (CEO) of Trends and Insights For Africa (TIFA), shines brightly in the realm of African market research. With a stellar reputation as an award-winning research guru, she has earned recognition from prestigious institutions such as the Southern African Marketing Research Association (SAMRA) and the Pan African Media Research Organisation (PAMRO). Her presence exemplifies intelligence, unwavering focus, and poise, making her a true beacon in the African market research landscape.
Towards her educational pursuits, Maggie attended Kenyatta University (KU), obtaining a Bachelor of Education (BEd) degree with a specialisation in teaching French as a second or foreign language. Years later, she pursued an Executive Master of Business Administration (EMBA) degree at Jomo Kenyatta University of Agriculture and Technology (JKUAT). Maggie’s yearning for enlightenment is insatiable, as she currently endeavours towards a Doctor of Business Administration (DBA) degree at the prestigious University of Edinburgh in the United Kingdom (UK).
So, how did Maggie delve into the market research sector? Following her undergraduate studies, she faced a challenging job market as the Teachers Service Commission (TSC) had stopped hiring teachers. Undeterred by the circumstances, she embarked on her career journey by taking up a part-time role as a Field Interviewer at SBO Research, a locally-owned marketing and social research company. Her determination and hard work led her to join Steadman Synovate Uganda as a Research Executive just a year later.
In recognition of her talent and dedication, Maggie was promoted to the position of Research Manager at Steadman Synovate Uganda in 2001, a role she successfully held for two-and-a-half years. Demonstrating her capabilities further, she was subsequently promoted to the position of Country Manager in May 2004. Not stopping there, within a year, she climbed to the position of Steadman Synovate’s Business Development Director for Pan Africa, where she was in charge of the markets in Kenya, Uganda, Tanzania, Ghana, Zambia and Nigeria.
In 2008, a significant shift occurred when Steadman Group sold its market research and opinion polling business to the multinational market research company, Synovate. Maggie played a crucial role in successfully integrating the merger of the two companies, and they rebranded as Ipsos. Her contributions were highly valued, leading to her continued involvement in her pan-African role until 2011 when she reached yet another milestone in her career. At that point, she was appointed the Ipsos Kenya Managing Director (MD), which thrust her into the world of global research, including political opinion polling.
Maggie’s adaptability and natural charisma quickly set her apart, propelling her to new heights of success. Her media delivery skills and exceptional performance earned her recognition in the prestigious Business Daily’s Top 40 Under 40 list, solidifying her position as a prominent figure in her field.
Maggie’s leadership prowess was further exemplified when was elected Chair of the Marketing Society of Kenya (MSK), and honoured with the Marketing Warrior Award thereafter.
Following her tenure as MD of Ipsos, Maggie decided to take a well-deserved sabbatical. During this break, her expertise became highly sought after by various corporations and government institutions, which eventually led her to establish TIFA Research in 2015. Though initially uncertain about returning to the research realm, Maggie’s triumphant ability to overcome fierce competition has propelled TIFA Research to emerge as a prominent player in the industry in Kenya and the wider sub-Saharan Africa.
Amidst her myriad of accomplishments, Maggie has embraced a significant personal milestone as a recent mother of three beautiful children.
Maggie Ireri’s career journey is a testament to her resilience, determination, and exceptional leadership, proving that with passion and dedication, one can achieve remarkable accomplishments. She continues to inspire others with her intelligence, dedication, and visionary approach, leaving an indelible mark on the world of research and beyond.
Trends and Insights For Africa (TIFA) is a prominent African-based full-market research company, specialising in market, social, and sports research. The firm’s primary focus lies in facilitating clients to transform research data into actionable insights. Generating valuable insights is deeply ingrained in TIFA’s core values, and it is committed to unearthing profound consumer insights without overlooking any aspect. As part of its brand promise, TIFA leaves no stone unturned in delivering exceptional results for its clients.