Donna-lee Ginsberg on Conducting Research in LATAM

Donna-lee Ginsberg recently joined GeoPoll as the Research Manager in charge of the Latin America region. In her role, based in Panama City, Panama, she will be overseeing research and managing client and partner relations in the region. She had the conversation below with Frankline Kibuacha on her journey in research, her role, and being successful in LATAM.

1. Welcome to GeoPoll, Donna-lee! Let’s start with what sparked your interest in research and data and how you got into the field.

Thank you! It’s so great to be here. Sometimes it feels like I was born a researcher! I’ve always been curious. Curiously understanding myself, the world, the people around me and, I’ve always been a bit of a math-nerd and felt very comfortable around and working with numbers, especially creatively. I didn’t study research—I completed my honors in Economics (and I’m still highly motivated and passionate about Economics). But, of course, Economics and the analysis thereof requires a lot of research, data, critical thinking and understanding, so my degree and my passions helped me land my first job as a Research Executive at Nielsen. That’s where I fell deeply in love with data and its power to guide and transform not only countries economically but company strategies and decisions—helping businesses best meet their customers’ needs by understanding people – all through using numbers creatively – what a dream.

Research and thoughtful data-driven deduction – I truly fell in love with this recipe.

2. How has your career evolved through different research methodologies and industries?

I was lucky enough to work with and for Unilever for a big part of the first half of my career—where the customer is at the heart of everything. My passion for data, customer research, and the symbiosis of retail and marketing was deeply influenced by my time at Unilever, where I spent my time facilitating the partnership between data, marketing, and customer teams. My curiosity grew further when I began to explore research beyond the realm of pure retail measurement when I joined TNS, where I developed skills that tapped into the subtle, more qualitative side of understanding the customer. There are so many behaviors pure purchasing data would never uncover because so much of what we do as human beings is subconscious. Even our likes and dislikes are often deeply rooted in our subconscious, making them nearly impossible to articulate consciously. After being exposed to beautiful and brilliant qualitative techniques and methods that allow researchers to ask the question without asking the question—I saw how we could even better serve customers – beyond data. Not just in what we offer them but in how we communicate, communication after all is everything. You can have a policy, an idea, a business, a message, a product – but if you don’t know how to communicate it clearly and meaningfully to the right people.

The dream is lost and what a shame.

I eventually found myself at Mr. Price—the largest and most prolific fashion retailer in South Africa. A true honor to work for another exceptionally dynamic and creative business that puts its customers first, proving that this approach consistently delivers excellent business results. Then in 2021 after a very turbulent period in my personal life – losing both of my parents unexpectedly within the space of 11 months – I needed to move on, both in my career and geographically and quite spontaneously (and courageously!) moved to Panama, Central America. Around that time, I started working with Meta on their B2B business, further developing my qualitative research skills—but this time, in the B2B space, where the business is the customer. It was fascinating. At Meta, the focus wasn’t on asking the “right” questions—because there are no right questions—but on continuously asking more questions. I learned how to qualitatively assess business sentiment and decision-making processes in the tech space, working with some of the most truly brilliant minds and topics like Privacy, Integrity, Artificial Intelligence and their perception and adoption among businesses.

3. What led you to GeoPoll, and what excites you most about your role?

GeoPoll had been on my radar since my Unilever days as a research company that was truly innovative and agile from the very beginning. The piloting of mobile data collection in Africa always left me in awe – GeoPoll was meeting people where they are at and at scale! This was a company operating at the intersection of technology, human and international development, and agile insights for business growth across all demographics – all very early in the game.

Coming from South Africa and working in research, I was acutely aware of how difficult it was to reach certain demographics—especially quantitatively. So when GeoPoll took off, I thought, well, that’s a smart business! I had always admired how GeoPoll leveraged mobile research to fill a crucial gap in data collection, particularly in emerging markets where traditional methodologies often fall short.

I was also now ready for a role that aligned with my passion for emerging markets, agile research, and large-scale data-driven impact. GeoPoll was a perfect fit—combining my experience in both quantitative and qualitative methodologies with my desire to work on projects that influence real-world decisions across LATAM (where I now live), Africa (where I am from) and a business that leads by innovation, it was a no-brainer.

What excites me most about my role at GeoPoll is being part of a company where my voice is heard, my opinions matter, and I can directly shape the work we do. It’s incredibly fulfilling to know that at GeoPoll isn’t just about numbers and insights—it has the power to make a real difference in the world from the inside out. Whether it’s helping brands better understand their consumers, supporting humanitarian efforts, or informing policy decisions, the impact is tangible, and we are committed to doing this smarter, faster and with more impact every day. Being in a space where I can contribute meaningfully, collaborate with brilliant minds, and be part of something that truly matters—that’s what makes my role at GeoPoll deeply rewarding.

4. What opportunities do you see for data-driven decision-making in LATAM, and how do you think GeoPoll can help organizations in this region?

The Global South is largely misunderstood in many ways, and I believe LATAM even more so. Being part of the “Americas,” yet fundamentally different from North America, it’s a disservice to lump LATAM into the same frameworks we use to understand and serve North America—or even Africa and Asia.

In my four years living in Panama, I’ve seen many similarities between LATAM and Africa. But I’ve also seen how deeply nuanced the region is, shaped by rich, diverse, fascinating, and powerful cultures. And I use the word powerful intentionally—because LATAM, as a region and a culture, is powerful. That’s why it’s critical that we invest time, effort, and resources into truly understanding these nuances, rather than relying on broad-stroke assumptions.

This applies not just from a business perspective but also from a social one. Whether addressing the humanitarian crises LATAM faces or supporting the region’s development through investment, the goal should never be for LATAM to become like North America or anywhere else.

Instead, the world needs to better understand who LATAM really is and facilitate more of that.

5. What trends are you seeing in research and data collection, and especially in LATAM?

One of the biggest shifts we’re seeing in research and data collection—especially in LATAM—is how technology is making insights more immediate and accessible, yet at the same time, there are still huge gaps in understanding. There’s an increasing reliance on digital tools, mobile methodologies, and AI-driven analysis, which allows us to get closer to the consumer in real time. But the challenge remains: how do we ensure that we’re reaching all people, not just the ones who are easiest to reach? In LATAM, just like in Africa, there are deep cultural nuances that can’t always be captured through traditional surveys alone. This is where innovative research methods—such as mobile-based data collection and innovative qualitative techniques—are becoming essential. People in this region have strong opinions and a powerful voice, and it’s up to us as researchers to design studies that don’t just scratch the surface but truly uncover the ‘why’ behind behaviors, perceptions, and decisions.

6. GeoPoll recently opened a call center in Panama. How do you see this shaping research in the LATAM region?

The call center in Panama is a game changer. It’s one thing to conduct research remotely, but having a physical presence in the region brings us so much closer to the realities of LATAM—what people are experiencing right now rather than just relying on outdated or secondhand information. We saw this firsthand in our recent Central America Migration study, which was conducted from our Panama-based center. Having trained local interviewers made all the difference—they understand the context, they speak the language and in a way that resonates with respondents, and they can probe in ways that an online survey never could.

This type of human-led research is critical, especially in regions where migration, economic uncertainty, and security concerns are shaping everyday life. Beyond that, the Panama call center also strengthens trust. In many LATAM markets, people are skeptical of research if they don’t feel a connection to who is asking the questions. By being here, by speaking their language (literally and culturally), we’re not just collecting data—we’re building relationships, and that’s what leads to truly meaningful insights.

6. LATAM is a big bloc, how do you approach challenges such as cultural diversity and varying market conditions when conducting research in the region?

LATAM like Africa, is not a country. It’s important to respect and understand each country within the region – the nature of the land itself and how this influences culture (i.e. Andean Culture vs. Caribbean Culture) – these nuances are crucial, fascinating and when businesses truly invest in understanding these cultures BEYOND the borders of countries, not only will they play a role in uplifting the communities and people within LATAM but businesses will flourish because you are truly reaching and understanding who the real LATAM customer is.  And when you truly reach and understand who the real customer is, business success naturally follows.

7. What drives your passion for market research and helping organizations make data-driven decisions?

I believe research is one of the most powerful tools that bring us closer to really understanding each other and ourselves as human beings. It’s beyond Company and. Customer, Country and Population. We are consistently in research with each other. Research allows us to build a relationship with our customers, with our people. It allows us to bring that relationship to life and deepen the relationships whether it be a business and its customer or a government and its people.

For me, research is truly the key that unlocks all opportunities for us to improve as a humanity and as professionals.

8. What do you think sets GeoPoll apart from other research companies?

The ability to pivot as quickly as the market is changing. We live in a world where now more than ever, the only thing that is certain is that nothing is for certain. GeoPoll is a company that thrives on values that consistently questions the norm, the way things have always been done – is that the right way? Is there a better way? GeoPoll is a company that truly embodies one of my favourite philosophies from Nelson Mandela “everything seems impossible until it’s done”.

The company is agile enough to shift with the market while still building relationships with deep integrity—with employees, clients and respondents. And that’s why the data we deliver isn’t just insightful—it’s grounded in truth. Even as the truth itself continues to evolve.

9. What’s a fun fact about Donna-lee that people might not know?

Fun Fact – I am equally obsessed with both cats and birds!

Sobering Fact – In 2018, I lost both my parents within the space of 11 months at the age of 32. Becoming an orphan at that stage of my life was something I never expected. Grief has a way of reshaping you, breaking you apart while simultaneously rebuilding you into someone new—if you allow it. As difficult and painful as the journey has been, it has also been profoundly transformative, teaching me resilience, perspective, and a level of acceptance and compassion so deep it’s hard to articulate. I could never fully capture its impact in just a few words but what I can say with certainty is that loss, though brutal, has changed me for the better in ways I never, ever could have imagined.