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Roy Ajifoh

@royajifoh

Research and insights leader at IFAC, who developed a global member survey spanning 140 organisations to inform leadership priorities.

United Kingdom

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At IFAC, I led the Global Member Survey across 140 member organisations, developing its methodology, sampling and NPS framework. I translated member feedback into recommendations for senior leadership and service improvements.

At CIPD, I established an ongoing Voice of the Customer capability and created a 12,000-member insight community. That community reduced participant recruitment from 2–4 weeks to 24–48 hours.

At Unilever, I conducted consumer insight and brand tracking for Skip across Germany, Argentina and South Africa, supporting product, packaging and relaunch decisions. I’ve also delivered qualitative, quantitative and mixed-method research at WeightWatchers UK and the Education and Training Foundation.

Experience

Work history, roles, and key accomplishments

Research Consultant

IFAC

Jan 2025 - Jan 2026 (1 year)

Led IFAC's Global Member Survey across 140 member organisations, designing methodology, sampling, NPS framework and executive reporting. Analysed member feedback to identify satisfaction, loyalty, advocacy and engagement drivers and presented decision-ready findings.

Research Design Sampling NPS Survey Design Data Analysis Executive Reporting Stakeholder Management

Research Consultant

Education and Training Foundation

Jan 2024 - Jan 2025 (1 year)

Delivered qualitative research into member engagement and renewal, translating findings into recommendations for communications and retention initiatives.

Qualitative Research Member Engagement Data Analysis Recommendations

Customer Research Manager

CIPD

Jan 2017 - Jan 2024 (7 years)

Directed 10-15 strategic research programmes annually, including brand perception tracking and mixed-method member research. Designed and implemented CIPD's VoC listening capability, creating a 12,000 member insight community and reducing participant recruitment time from 2-4 weeks to 24-48 hours.

Brand Tracking Mixed Methods Research Voice Of Customer Insight Communities Supplier Management Budget Management Power BI Excel Qualtrics SurveyMonkey Medallia Microsoft Copilot

Member & Consumer Insight Manager

WeightWatchers UK

Jan 2015 - Jan 2017 (2 years)

Led mixed-method customer insight and brand perception tracking at WeightWatchers UK, informing campaign effectiveness, customer satisfaction and brand understanding.

Mixed Methods Research Brand Tracking Customer Insights Data Analysis

Global Skip CMI Assistant Brand Manager

Unilever

Jan 2012 - Jan 2014 (2 years)

Conducted international consumer insight and brand tracking across Germany, Argentina and South Africa, supporting brand and relaunch decisions for Skip. Translated consumer evidence into packaging, product formulation and innovation decisions.

Consumer Insights Brand Tracking Market Research Data Analysis Product Innovation