Greenbook Future List Spotlight: Ahinsa Jayathunga

Editor’s Note: The following interview features a 2024 Greenbook Future List honoree, Ahinsa Jayathunga. The Greenbook Future List recognizes leadership, professional growth, personal integrity, passion, and excellence in the next generation of consumer insights and marketing professionals within the first 10 years of their careers.

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Introducing Ahinsa Jayathunga, Senior Lead at Quantum Consumer Solutions

Ahinsa's commitment to fitness and personal growth is mirrored in her professional pursuits. Her consistent workout routine promotes harmony between the mind and body, improving cardiovascular health, strength, and flexibility. Exercise also reduces stress and enhances mental acuity, boosting productivity and overall performance. Ahinsa's passion for holistic well-being extends to her impactful work.

Recognizing Ahinsa's qualities, she is known for innovative thinking and strategic solutions. Her leadership drives growth and adaptability, establishing her as a visionary in the field. She fosters a positive work environment with her collaborative and inspiring qualities. Ahinsa's efforts as a catalyst for innovation and societal transformation position her as an influencer in insights, analytics, and marketing.

Ahinsa immerses herself in consumer culture to create future-focused solutions. As a dedicated custodian, she advocates for marginalized communities and prompts policy changes. She engages with war-torn regions to gain a deeper understanding of their experiences. Ahinsa's tireless nature is evident in her guidance of personal journeys and dedication to growth and development.

Fueling my fitness passion, for over ten years, I've turned curiosity into a lifestyle. Workouts exceed exertion; they mold resilience, guiding life's challenges. The gym, my haven, teaches where hard work meets determination, honing discipline beyond sets and repetitions, preparing for challenges beyond walls. Reflecting on ten years, the belief emerges that the journey is the reward. Unwritten stories of growth, hard work, and enduring spirit accompany the pursuit of a healthier, more balanced life. The gym is more than space; it's a crucible where values in physical well-being integrate into daily life.

Endurance and resilience become invaluable navigating work and personal goals. This ongoing narrative reveals lessons from physical wellness transcending the workout space, providing a foundation for facing challenges with unwavering determination. Embracing fitness, the journey unfolds as a perpetual process of growth. Cherishing the transformative power of hard work and resilience paints a picture of a life enriched by the pursuit of well-being. In this narrative of self-discovery, unwritten stories weave a tapestry of a life shaped by the pursuit of a healthier existence.

In the realm of qualitative research, where the human aspect takes center stage, three skills become particularly indispensable for success. First and foremost, empathy and consumer understanding play a pivotal role. Qualitative research delves into the nuances of human experiences and emotions. Having the ability to genuinely connect with individuals, to understand their perspectives, desires, and pain points, goes beyond the statistical surface. It allows for a richer, more nuanced understanding of the consumer landscape, which is often critical for qualitative methodologies.

Moreover, strong analytical skills remain crucial, even in qualitative research. While we may not be dealing with numbers in the traditional sense, the ability to analyze and interpret qualitative data is just as vital. Patterns in narratives, subtle shifts in language, and the ability to distill qualitative insights into meaningful themes require a keen analytical mindset.

Lastly, effective communication skills are paramount, especially in the context of qualitative research. Presenting qualitative findings is an art that demands the ability to weave compelling stories from the rich tapestry of human experiences. Tailoring messages to different stakeholders and ensuring that the essence of qualitative insights is not lost in translation is key to making an impact. In the realm of qualitative research, these skills take on added significance. The depth of understanding required, the nuanced analysis of qualitative data, and the art of storytelling in communication are central to the success of qualitative researchers. It's about more than just data; it's about capturing the essence of human experiences and translating that into strategic guidance for businesses.

In my role as a continuous Excom member for the Market Research Society of Sri Lanka (MRSSL) over the past two years, our focus has been on fostering collaboration and elevating the standards of the market research industry in Sri Lanka. Our initiatives center around uniting market researchers through training sessions, workshops, and knowledge-sharing events. These activities serve as crucial platforms for professionals to stay updated on the latest industry trends and methodologies.

This not only promotes a sense of community within the sector but also ensures that our practices align with global standards. An integral aspect of our efforts involves organizing training sessions tailored for both new entrants and clients. For newcomers, we provide comprehensive insights into market research methodologies and industry best practices, facilitating their seamless integration into the field.

Simultaneously, we recognize the significance of client education. Our training sessions for clients are designed to enhance their understanding of the research process and findings interpretation, fostering transparent and mutually beneficial client-researcher relationships. By emphasizing continuous learning, networking, and addressing industry challenges, such as adapting to evolving consumer behaviors, we are committed to the growth and sustainability of the market research sector in Sri Lanka. Through these initiatives, MRSSL actively contributes to shaping a dynamic and ethically sound industry landscape.

As we delve into the next decade, the trajectory of qualitative insights appears truly transformative. Technological strides, especially in AI, are on the cusp of reshaping qualitative research. This integration is poised to revolutionize our ability to unveil nuanced patterns, offering a more profound understanding of human experiences. The rise of real-time qualitative insights will be a hallmark, driven by advanced analytics and digital platforms.

This capability, particularly crucial for industries requiring agile responses to shifting consumer sentiments, underscores the dynamic nature of our field. Amidst these advancements, the human element remains pivotal. While technology enhances our research methodologies, grasping emotions, motivations, and cultural contexts stands as an indispensable aspect.

Qualitative researchers will play a central role in interpreting and contextualizing findings, contributing to a holistic understanding of human behavior. In the coming years, collaboration and interdisciplinary approaches are set to flourish. The integration of qualitative insights with data from diverse sources promises a nuanced comprehension of consumer behavior, paving the way for more informed decisions. 

In essence, the next decade holds the promise of a dynamic, inclusive, and instrumental era for qualitative insights. As we witness the convergence of advanced technologies and an amplified need for understanding the intricacies of human experiences, the landscape of qualitative research is set to evolve significantly.