Neo Tikolo never envisioned a career in research when she first set foot in university. Initially drawn to psychology, she soon discovered her passion for Sociology, a field that allowed her to explore the complexities of human behavior on a broader scale. Today, as an Assistant Director in Government Research, her work plays a pivotal role in shaping policies and communication strategies.
A Career Shaped by Curiosity and Passion
Neo’s academic journey began with a degree in Health Psychology, but it was an unexpected turn that led her to Industrial Sociology. “Since high school, I thought I wanted to be a psychologist, but life had a different plan for me,” she reflects. Initially, Sociology was just a second major, chosen without much thought. However, by her third year, she realized that this was where her true passion lay. That realization led her to pursue postgraduate studies in Industrial Sociology, ultimately setting the foundation for her career as a researcher.
Passion and curiosity have been her driving forces. “Understanding societal behavior is something I enjoy,” she explains. “Research allows you to deep dive into human behavior and understand why people behave the way they do.” She appreciates how research is a versatile field, offering opportunities across various sectors, from political analysis to market and social research.
No Regrets, Only Purpose
If given the chance to start over, Neo wouldn’t change a thing. “Without a doubt! Research gives me drive. It gives me purpose,” she says with certainty. The exposure and opportunities in her career make her feel like the world is her oyster. Every day brings new challenges and discoveries, keeping her engaged and fulfilled.
She emphasizes the importance of making informed career decisions. If she could advise her younger self, she would stress the need for thorough research on any chosen career path. “Equip yourself with the right knowledge. Follow a career path that expands your horizons and doesn’t have limitations.”
Skills and Advice for Aspiring Researchers
Success in research requires a balance of hard and soft skills. On the technical side, she highlights the importance of qualifications in research, proficiency in qualitative and quantitative methodologies, and knowledge of statistical software such as SPSS. Strong analytical skills, report writing, and data interpretation are also crucial.
Beyond technical expertise, interpersonal and communication skills are essential. “Integrity, self-motivation, and a positive attitude make a huge difference,” she says.
For those entering the industry, she strongly recommends starting in a research agency. “A research agency is a perfect place to start learning research. It allows you to gain knowledge from different teams and understand how various pieces come together to influence the final result.” She also encourages exposure to both quantitative and qualitative research, as it helps individuals identify their strengths and passions.
A Day in the Life of a Government Researcher
As an Assistant Director in Research, Neo’s role is dynamic and multifaceted. Her daily tasks range from providing support to her team and liaising with clients to managing research projects and maintaining relationships with internal and external stakeholders. She is responsible for reviewing proposals, analyzing research reports, and ensuring that findings are effectively communicated.
Her work also involves compiling memos, briefing documents, and project specifications. A key aspect of her role is using SPSS statistical software to process data and generate insights that influence government decisions.
Despite the structured nature of her work, she finds that research is often misunderstood. “One common misconception is that research is easy and effortless,” she notes. “Another is that it doesn’t require a qualification. The opposite is true—research is a challenging but rewarding industry that requires both theoretical knowledge and practical skills.”
The Impact of Digital Transformation
While her work is not heavily reliant on artificial intelligence, Neo acknowledges the benefits of digital transformation. “The use of AI has assisted in making the search for information more efficient and quicker,” she says. Although her work still involves a significant amount of paper-based processes, there is a gradual shift toward digital solutions.
Lessons from a Challenging Career Move
One of the toughest challenges in her career was transitioning from qualitative to quantitative research. Having spent a decade as a qualitative researcher in the FMCG sector, moving to government research on the client side was a significant shift.
“I navigated this challenge by opening myself up to learning new skills,” she explains. She approached the transition like a sponge, absorbing as much knowledge as possible. Faith also played a critical role in helping her navigate this unfamiliar territory. “I strongly believed that God would give me the people, skills, and knowledge I needed to succeed.”
The Rewards of Research
For Neo, the most rewarding aspect of her job is the opportunity to learn something new every day. She finds immense satisfaction in figuring out complex issues and seeing her work influence government communication. “Every time I am able to figure something out, it gives me excitement,” she shares. The impact of her research on decision-making at a national level makes her work especially meaningful.
Looking Ahead
As she looks to the future, Neo’s primary goal is to grow stronger and more confident in her career. She remains committed to continuous learning and embracing new challenges that push her to expand her skills and expertise.
About the Expert
Names:
Neo Kebaabetswe Tikolo
Occupation:
Assistant Director: Research
Industry:
Government Research
Qualifications:
BA Health Psychology – University of Johannesburg
BA Industrial Sociology Honours – University of Johannesburg
MA Industrial Sociology – University of Johannesburg
