QUANTITATIVE RESEARCH | MARKETING ANALYTICS
Quantitative Marketing Researcher
Investigating Consumer Behavior and Marketing Performance in Emerging Markets
Marketing Instructor•MSc and PhD Applicant•500+ Students Taught
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Research Interests
Consumer BehaviorInternational MarketingQuantitative MarketingDigital MarketingPerformance Measurement & Attribution
Current Research
Mobile Payment Adoption and Digital Marketing Performance: The Role of Trust and Risk
Independent Research Study • Primary Data Collection Phase
Examining how Nigerian youths select payment systems to complete online transactions. Using regression analysis to identify key drivers of mobile payment adoption and usage frequency across digital marketing contexts.
Research Interests Covered: Consumer Behavior • Digital Marketing • International Marketing • Quantitative Marketing
Completed Research
Recent qualitative and quantitative investigations examining healthcare systems, consumer behavior, and emerging market dynamics.
Qualitative Thematic Analysis: Non-Conventional Uterotonics in Maternal Healthcare Systems
University of Lagos • April 2025
QualitativeCompleted - Thematic Analysis Phase
Manually extracted themes from interviews and imported data into NVivo for analyses with two-quote validation. Study reveals herbal medicine use during childbirth with unclear dosing causes heavy bleeding and infections.
Key Findings
- •Herbal medicine use during childbirth identified as prevalent practice
- •Unclear dosing protocols documented across respondents
Methodology
Thematic Analysis, NVivo, Manual Theme Extraction
Respondents: Multiple interviews with two-quote validation
Thematic Analysis – Election Observation Study
University of Lagos • April 2025
QualitativeCompleted - Analysis Phase
Cleaned transcripts from six states, coded them using NVivo, and analyzed with three-respondent validation. Findings revealed a significant gap between election observer recommendations and actual reforms.
Key Findings
- •Significant gap identified between observer recommendations and actual policy reforms
- •Multi-state comparative insights on institutional processes
Methodology
Thematic Analysis, NVivo Coding, Multi-state Comparative Analysis
Respondents: 6 states with three-respondent validation
Research Track Record
500+
Students Taught
6
Courses Delivered
2
Institutions
Academic Honours
Dean's List Award
University of Lagos | 2019–2020, 2021–2022, 2023–2024
Top <1% academic performance across three consecutive sessions.
Outstanding Student in Statistics
University of Lagos | Junior & Final Year
Recognized for excellence in statistical methods; assigned to tutor peers and junior students.
Research Approach & Methods
Causal Inference
- • RCTs & Experimental Design
- • Difference-in-Differences
- • Propensity Score Matching
- • Regression Discontinuity
Attribution & Analytics
- • Multi-Touch Attribution Models
- • Marketing Mix Modeling
- • Customer Journey Mapping
- • Channel Performance Analysis
Quantitative Methods
- • Regression Analysis (Linear, Logistic, Multiple)
- • Structural Equation Modeling (SEM)
- • Bayesian Methods
- • A/B Testing & Experimentation
Qualitative Methods
- • Case Study Research
- • Thematic Analysis
- • Interview-Based Methods
Technical Skills
Statistical Software
R • SPSS • Python • Stata • AMOS • Excel
Programming
Python • R • SQL • JavaScript
Marketing Analytics
Google Analytics • Meta Ads Manager • SEMrush • Attribution Tools • Marketing Mix Models
Teaching, Supervision & Speaking
I have taught marketing and statistics to 500+ students across 6 courses, modules, and case studies at 2 institutions since 2019. I also provide research supervision for MSc and PhD students, and deliver talks on online marketing.
Current Teaching Role
Marketing Instructor, Inspire Polytechnic, Lagos
Teaching marketing principles, online marketing strategies, modules, and case studies to undergraduate students.
Peer Teaching & Supervision
University of Lagos (2019–2024)
Tutored undergraduate and MSc students in statistics, marketing research methods, and quantitative analysis. Provided MSc and PhD research supervision.
Speaking Engagements
Available for speaking engagements and interviews on online marketing, consumer behavior, and digital marketing performance measurement.
Academic Resources
Teaching Portfolio
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View Teaching PagePublication and Research
Access all publications, research agenda, working papers, and academic research materials.
View Research & PublicationsResearch Collaboration & Supervision
Interested in research collaboration, MSc and PhD supervision opportunities, teaching inquiries, or speaking engagements on online marketing? Let's connect.