Afra Acquah
Qualitative Insight & Research Consultant, Afra Acquah Consulting
Overview
Independent qualitative research and insight consultant helping organisations understand people, sharpen strategy and make better decisions. 16+ years’ experience across commercial and social impact sectors, delivering clear, actionable insight through thoughtful, robust qual.
Services
I’m an experienced qual researcher providing support for research agencies as well as directly to client organisations.
My involvement in projects can be as much or as little as needed, for example, managing projects end to end, just moderation, moderation and analysis or analysis and write-up.
- Telephone, online and F2F depth interviews, workshops and focus groups; accompanied shops/store visits, in home ethnography, ethno immersions, online forums / communities
- End to end project management -set up (screeners, guides, stimulus), moderation, analysis, reporting and debriefs
- Support with proposal writing
I am a tutor on the annual AQR Moderator Skills course and can also support with the training of researchers agency side or employees in organisations who are looking to get stuck into facilitating research in some capacity in-house.
About
As an experienced qual professional, I’ve responded to research briefs from a range of sectors, including charities, CPG, finance, media and education, on projects spanning innovation and proposition development, service evaluation, communications, audience understanding and behaviour change.
I’m just a nosey human interested in what sits beneath the surface and I love to help organisations make smarter decisions, shape stronger strategies and create meaningful change.
I’ve had the pleasure of conducting research with a broad range of audiences both nationally and internationally and I like to think I bring a thoughtful, inclusive approach to the way I work.
I’m British and Ghanaian, and it drives a natural curiosity about culture, identity and lived experiences, and how these shape behaviour and decision-making. I volunteer with a non-profit called Inspiring the Future, going into schools and colleges to speak to teens about my career in research – the challenges, the delights and aim to share any applicable wisdom – I love interacting with young people having started my career at a kids and youth agency! Travel, food, beauty and wellness are passions, so i’m especially interested in research opportunities where I get to exercise these passions.
