Research Agenda
This page tracks the research questions I keep returning to: how people make decisions, how marketers can measure channel effectiveness more rigorously, and how those patterns shift in emerging markets.
Research Streams
Research Questions:
- - How do consumers integrate information across digital touchpoints?
- - What psychological mechanisms drive multi-touch attribution model performance?
- - How can marketers causally identify channel effectiveness in observational data?
Methodological Approach:
Causal inference, attribution modeling, experimental design, machine learning
Research Projects and Studies
Complete research experience spanning qualitative, quantitative, and mixed methods across healthcare, consumer behavior, and emerging market studies.
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 Study on Factors Propelling Device Reusage
University of Lagos | October 2024
QualitativeCompleted
Conducted a qualitative study per PLOS guidelines. Transcribed 40 semi-structured interviews, applied a coding framework, and analyzed data using NVivo.
Key findings
- -Cultural schemas and institutional norms significantly influence reuse decisions
- -Financial constraints identified as critical enabling factor
Methodology
Semi-Structured Interviews, NVivo Coding Framework, PLOS Guidelines Adherence
Respondents: 40 semi-structured interviews
Undergraduate Thesis: Medical Devices Reusage in Dual Locations
University of Lagos | July 2023 - August 2024
Mixed MethodsCompleted & Published
Recorded and analyzed 50 respondents using NVivo after 60-day ethical approval from local hospitals. Thesis revealed cultural, financial, trust factors affect device reuse.
Key findings
- -Cultural schemas and institutional norms shape reuse decision-making
- -Financial constraints emerge as primary enabling factor for device reusage
Methodology
Mixed Methods, NVivo Analysis, Ethical Approval Process (60 days)
Respondents: 50 respondents across dual healthcare locations
Faculty-Assigned Statistical Analysis: Youth Drug Abuse Determinants Study
University of Lagos | July 2023
QuantitativeCompleted
Created univariate frequency tables with analytical synopses for 200 respondents. Pearson correlation showed significant relationships between peer influence, family background, socio-economic status, and drug abuse (all p < 0.05).
Key findings
- -Peer influence: Significant predictor of drug abuse patterns (p < 0.05)
- -Family background: Significant association with abuse risk
Methodology
Pearson Correlation, Univariate Frequency Analysis, SPSS Statistical Package
Respondents: 200 respondents across demographic variables
Evaluation of Prostate Cancer Screening Study's Statistics Section
University of Lagos | June 2023
QuantitativeCompleted
Supervised a Master's student's thesis statistical analysis on prostate cancer screening among 147 respondents. Chi-square results showed three statistically significant factors.
Key findings
- -Demographics: χ²(2)=13.325 (p < 0.05) - significant association
- -Facility Availability: χ²(2)=10.7736 (p < 0.05) - critical infrastructure factor
Methodology
Chi-Square Analysis, Statistical Supervision, Hypothesis Testing
Respondents: 147 respondents
Research Study Training in Junior Year
University of Lagos | May 2023
QuantitativeCompleted
Designed questionnaires and collected field data across seven faculties with a 10-man team. Performed statistical analysis on 551 respondents using chi-square tests in SPSS.
Key findings
- -No significant associations found between social factors and risky sexual behaviors (p > 0.05)
- -Null findings suggest complex, multi-factorial nature of health behaviors
Methodology
Chi-Square Analysis, SPSS, Questionnaire Design, Multi-team Coordination
Respondents: 551 respondents across seven university faculties
Mobile Payment Adoption and Digital Marketing Performance: Role of Trust and Risk
Independent Research Study | Work in Progress - Expected Completion: 2025
QuantitativePrimary Data Collection Phase
Collecting primary data from youths across Nigeria on payment system selection and digital marketing actions. Plan to use regression analysis to identify key adoption drivers.
Key findings
- -Research in active data collection phase
- -Preliminary insights on youth payment system preferences emerging
Methodology
Regression Analysis (Planned), Primary Data Collection, Digital Marketing Integration
Respondents: Youths across Nigeria (data collection in progress)
8
Research Projects
3
Qualitative Studies
4
Quantitative Studies
994+
Total Respondents
Methodological Expertise
Causal Inference
DID, RDD, propensity scores, IV, synthetic control, mediation/moderation analysis
Attribution & Analytics
Multi-touch attribution (Markov, Shapley), MMM, CLV modeling, A/B testing, algorithmic attribution, counterfactual analysis
Quantitative Methods
OLS/logistic/Poisson, multilevel models, Structural Equation Modeling (SEM), Bayesian inference, time series, experimental design
Qualitative Methods
In-depth interviews, thematic analysis, grounded theory, NVivo, mixed methods integration