The recipients of the second annual Naomi Henderson Legacy Award for Teaching & Learning have been announced by the founding organizations: RIVA Training Institute, QRCA, and the Insights Association.
Marta Villanueva, President of NuThinking, Inc., (pictured at left) is the recipient of the Teaching Award, recognizing achievement and having an impact in teaching qualitative skills to insights professionals and newcomers to advance the field.
Ally Johnston, Senior Analyst at PSB Insights, (pictured at right) is the recipient of the Learning Award, recognizing a love and pursuit of learning in general and qualitative research specifically.
The awards are presented in honor of Naomi Henderson, co-founder of the RIVA Training Institute as well as a trainer and mentor to many in the qualitative field. One of the first African Americans in the qualitative research business, Naomi is widely considered to be among the most influential and respected pioneers in the field. In January 2022 she was to start her Ph.D. program, but sadly she passed away in 2021 at the age of 77.
Jo Ann Hairston, co-founder of the RIVA Institute with her sister Naomi Henderson remarked, “With great pleasure, I congratulate this year’s winners, Marta and Ally. Naomi was an extraordinary teacher committed to passing along her values of inclusion and opportunities for advancement, as well as high standards for conducting qualitative research with integrity and passion. In addition, she had a lifelong love of learning and embraced opportunities to learn and grow whenever possible. This year’s honorees proudly carry forward these ideals.”
The recipients were chosen from a field of applicants in the teaching and learning categories by a committee composed of representatives from IA, QRCA, and RIVA.
Marta, the Teaching Award recipient, will be given program time at the 2025 IA Corporate Researchers Conference and the 2025 QRCA Annual Conference to share techniques and tips on teaching qualitative research. She will also receive free passes to attend these events.
Marta is a bilingual and bicultural qualitative researcher with 20+ years of experience and expertise from more than 3,500 insights sessions. She holds an M.Sc. in Creativity, Creative Problem Solving, and Change Leadership from SUNY. Marta advises Fortune 100 clients, publishes, and is a frequent speaker at industry events. She has served QRCA in many roles, co-chairing the first-ever QRCA Virtual Annual Conference (2021) and leading several special interest groups. She has mentored individuals at every stage, from high school to university students and professionals, while also guest lecturing at Trinity University in San Antonio for many years.
“The true measure of success lies in how we uplift others,” Marta comments. “By mentoring and sharing knowledge, we create opportunities that elevate both individuals and the insights industry.”
Ally, the Learning Award recipient, discovered her passion for research while studying for her BA in Sociology and Anthropology at the University of Tulsa. It was while conducting qualitative interviews with chronically ill women that she encountered the power of creating space for people to share their experiences. Joining PSB Insights in 2022, Ally has gone in-depth on the experience of home buying from the Hispanic perspective, consulted on B2B segmentations, and explored how people in rural areas interact with media and news. Her multicultural background allows her to engage across languages and groups to inform well-rounded insights for her clients. She has a deep appreciation for qualitative research and its ability to generate impactful results.
“I am humbled to receive this award whose namesake was a pioneer not only in the craft of qualitative market research but also in elevating voices,” Ally said. “Naomi Henderson’s legacy is an honor to be a part of as I continue to grow as a researcher.”
Ally will be provided with complimentary passes to the 2025 IA Corporate Researchers Conference and the 2025 QRCA Annual Conference. She also will receive a pass to attend a qualitative training course at RIVA Training Institute. The Teaching and Learning Award recipients will engage in a year-long reciprocal mentorship program where they will collaborate and learn together.
Learn more about the Naomi Henderson Legacy Award program here.
More About Naomi Henderson
Announced in 2022, the Naomi Henderson Legacy Awards celebrate two of Naomi’s loves: the art of teaching and helping upskill people on how to moderate qualitative research. Naomi began her career in 1964 as a door-to-door survey researcher. She went on to found RIVA Market Research in her basement with just an IBM typewriter and a two-line phone in 1981. A year later, on a train ride home with her sister, Jo Ann Hairston, RIVA Training Institute was conceived. Naomi had a hand in training 7,000 students via some 10,000 pages of curriculum written for 12 in-house RIVA courses. Her book, “Secrets of a Master Moderator”, is often cited by universities and researchers alike.
About the Award’s Founding Organizations
QRCA is a global network of qualitative research professionals, including market research, UX, CX, sociologists, ethnographers, linguists, social media and other qualitative experts, and the resource for elevating qualitative research expertise at all levels, where members network and share best practices, trends and technology, and take advantage of unique educational content.
RIVA is a qualitative market research and training company that solely focuses on understanding the POBAs of individuals. RIVA adheres to a strong philosophy: “We do what we teach, and we teach what we do.” We contribute to the industry of qualitative inquiry by supporting clients in using consumer insights to drive strategic planning. In addition, RIVA is committed to training the next generation of qualitative researchers. Through RIVA’s training courses, we provide crucial tools, tips, and techniques, in addition to hands-on experience, regardless of one’s current skill level, that are immediately actionable to our students’ careers in qualitative market research. RIVA offers a Master Moderator Certificate ProgramTM for those that demonstrate a level of excellence through their elevated moderating skills and commitment to expanding their knowledge.
The Insights Association protects and creates demand for the evolving Insights and Analytics industry by promoting the indisputable role of insights in driving business impact. All revenue is invested in quality standards, legal and business advocacy, education, certification, and direct support to enable our members to thrive.