From a digital strategist to a field surveyor, Wathoni’s journey is all about curiosity, grit, and heart. What started as a pivot during the pandemic turned into a passion for understanding people on the ground. For her, research isn’t just about collecting data, it’s about real conversations, human stories, and making sure every voice counts. The deeper the connection, the sharper the insight and that’s where real impact begins. 

We had a sit-down with Wathoni to hear more about her work, challenges, and what it really takes to thrive as a surveyor. Here’s what we asked her:

Hi! Let’s start with your journey. Tell us a bit about yourself and what you do.

I’m Wathoni, a digital marketing strategist, content creator, and proudly, a surveyor with LOOKA. My days are split between directing content and heading into the field to understand what people think, feel, and say about products, services, or ideas. In short, I help brands tap into public opinion. It's raw, unfiltered, and often surprising.

What exactly does a surveyor do, and why is that important in market research?

We’re essentially connectors. If a brand wants to know what people think about a product, we go out, ask the right questions, and bring back real answers. Our work helps companies figure out whether their product fills a genuine gap, or if it’s just more noise in an already crowded space. I always say, marketing without data is just guess work.

What led you into the field of research and marketing?

The COVID-19 pandemic. Like many people, the pandemic pushed me to reimagine my career. I needed something flexible, human-centered, and impactful. I stumbled into market research through a friend’s referral and never looked back. LOOKA was the first platform I joined, and it felt like the right fit from the start.

Walk us through a typical day. What does surveying actually look like on the ground?

It starts with research. I need to know what I’m asking, why it matters, and how to approach people. Cold conversations can be tough because people don’t like talking to strangers. So I tailor my questions to the person in front of me based on their age, language, context. Every interview requires a good level of emotional intelligence.

What’s the most unexpected challenge you’ve faced in the field?

Recruiting participants is no joke. It’s like cold-calling without a phone. Some people are kind, others shut you down hard. I once met a teenage mom in Kangemi with six children. Her story hit me hard. It reminded me how real people’s struggles are. In another instance, I made 200 calls for a client project, only to be told we wouldn't be paid due to a misunderstanding about the brief. I am human, it's triggering, sometimes I want to give up but you learn resilience real fast.

What strategies help you find and connect with diverse participants?

Creativity is key. Once, at a mall activation, we were struggling to get anyone’s attention. So we printed signs that read, “Do you want us to make your day?” That simple line brought people in, out of curiosity. It opened the door to conversations and our target was achieved for that project. Recruiting is also about reading the room. If someone’s more comfortable speaking Kikuyu/Swahili/English, I switch languages. It’s about making people you interact with  feel seen.

How do you build trust with participants?

Kindness goes a long way, yeah, that’s the rule. Whether it’s chatting about the weather, cracking a light joke, or finding something relatable early on, breaking the ice matters. People open up when they feel respected, not judged. If I can connect with you as a person first, the data will follow naturally.

How has technology changed your work?

It's made everything faster and less invasive. You used to have to show up at someone’s house and hope they had 20 minutes. Now we can send surveys via links or apps. LOOKA Research has its own app, which makes us stand out. We’re not just running on spreadsheets and hope.

What skills matter most in your line of work?

You need to love learning. Research is always evolving. You must also be a people person who is able to handle rejection and read social cues. And be versatile. One moment you're with a corporate professional, the next you're in a rural community. You have to adjust, gracefully.

What sets LOOKA apart for you?

It’s the structure and support. They give you tools, leads, and clarity. You’re never operating on a zero budget or in the dark. And honestly, I’ve never seen another research firm in Africa with their own app. That says something.

What advice would you give young women interested in research?

Go for it. You’re never limited to just one version of yourself. Try things. If it doesn’t work, pivot. Market research has taught me so much about people, culture, and even myself. Every new person I meet adds something to my journey. It could be sometimes a contact, sometimes a life lesson.