Research entrepreneur Anije Lambert wins prestigious Ginny Valentine Badge of Courage Award
By Gibron Rahim
IT IS undeniable that there are many hardworking and talented young people in Guyana. There is a sense of pride when we are able to acknowledge these young people for their achievements. Arguably more gratifying is when these individuals are awarded internationally. Anije Lambert recently joined those ranks when she was awarded for her work in the field of market research.
When she travelled to the Insight Innovation Exchange (IIeX) North America conference held in Atlanta, Georgia from June 11 to June 13, Anije (pronounced ‘Ani-jhay’) had no idea that she would be one of this year’s four recipients of the prestigious Ginny Valentine Badge of Courage Award. The distinguished panel of judges for this year’s award included Jessica Salmon, (Telefonica, UK), Maria Pocovi (Emotion Research Lab, USA), Tony Costella (Heineken International, Netherlands), Fi Bendall (Bendalls Group, Australia), and Otávio Donnabella (System 1, Brazil).
In a sit down at the new office space of the Project Development Consultancy (PDC), which Anije founded, she told the Pepperpot Magazine that the award is usually given to researchers who display courage and bravery. That bravery can take the form of pioneering new techniques for conducting market research. “It’s for those individuals who are really courageous or brave in stepping out,” said Anije. “For me, the reason why I was selected for the award was, they said, for pioneering research in the industry.”
The award has much personal significance for Anije. She has always been interested in the field of research. During her years at the University of Guyana, she recalled that she would find a way to interview people for her assignments, even when it was not required. Hearing the judges’ remarks was a very touching moment for her. She would stay up until 03:00hrs in the morning listening to webinars on market research. “To love something and to realise that it loves you back, and even more so on an international scale, I think it’s the best,” she said. Those who know how much she loves research Anije said would be able to understand her feelings surrounding the win. “It’s like I won a Grammy,” she said emphatically.
The award is a culmination of years of hard work. Anije reflected on not being able to find a job in the field of market research after graduating from the University of Guyana with a bachelor’s degree in sociology. “I remember calling companies and asking them if they wanted assistance, I was going to work for free,” she related. She sought to locate a market research company in Guyana. When that proved fruitless, “I remembered the saying ‘If there isn’t a door, build one’ so I decided that I was going to build one.” The main reason for setting up PDC; however, was job creation as Anije noted.
Anije’s win is also significant for Guyana. She noted that there were approximately 1200 researchers and directors in the field of market research and data analytics from around the globe present at the conference. “A lot of the time people think research is a standalone but actually we’re the foundation for the digital revolution which we’re in,” Anije pointed out. Anije was able to network and exchange ideas with influential people in the industry. Winning she said put Guyana on the map.
There tends to be a confusion which still persists when it comes to what exactly research, specifically market research, is. “It’s really just the collection of information and making sense of that so you can make better decisions,” Anije explained. She added that those decisions can affect businesses as well as social and governmental policies. And there is no set way to conduct market research. Indeed, market research today is being conducted in new and innovative ways, not simply through the use of pen and paper. Anije is inspired by individuals such as Betty Adamou, who has pioneered conducting research through the use of video games. It was Adamou who nominated Anije for the award, without her even knowing, after she heard of her story.
Achievement often does not take place without the help of others. Anije acknowledged her PDC team and their work have had a major role in her success. “I don’t think I would have been here if I didn’t have a good team,” she said. She related that she has some of the smartest data analysts on her team, individuals who are currently working on their doctorates and set to graduate this year. Additionally, “I have some of the most dedicated team members locally who go out into the field and collect information,” she said. There are also those team members who stay at the office and coordinate with other team members in the field. “I couldn’t have done it by myself!” Anije emphasised.
Winning the award is definitely an honour, but it is also a responsibility. Anije noted that, in this modern age, it is data that runs the world. The win has given her a place among people in her field, with all the weight of responsibility and accountability that carries. She stressed the importance of market research using the analogy of winning a game.
“Winning” at business requires that its stakeholders understand their venture’s strengths and weaknesses, as well as the strengths and weaknesses of their competitors, and their goals. Safeguarding the data collected is just as important. Anije referred to the General Data Protection Regulation (GDPR) enacted by the European Union (EU) to protect individuals within the EU and European Economic Area (EEA). She noted that, since PDC deals with many international companies, she has been doing her best to ensure that it is GDPR compliant.
Anije has returned from the conference after winning the award with a renewed sense of purpose. “I’m excited and I came back with a vigour because I want to help my country,” she said. “It means the world to me and I just want people to know that if you love something and you put passion behind it and a bit of hard work but most importantly God, you can go to heights that you never imagined.”
