Best practices for conducting marketing research in Africa

Room 1 | 10:20 am - 10:50 am | Wednesday, October 12, 2022

To win in the world’s fastest-growing market, business leaders need to have better visibility on the realities of Africa’s economies, markets and communities through the lens of consumers. This is especially true in the post-COVID-19 era. That’s where market research comes in but is market research delivering?

In this presentation, Yannick will talk about some of the best practices of running effective market research in Africa. From understanding business challenges, to questionnaire design, fieldwork and insights generation, the presentation will give an overview of the tips to run market research that works at the pace of business in Africa.

Key takeaways:

  1. Market research is essential to win in Africa but current framework doesn’t speak or move at the speed of business.
  2. By implementing a few tactics, market research can deliver tremendous value.
  3. Unlocking the 5 trillion dollars consumer and business opportunity that Africa represents requires context, insights and foresight that only market research can provide.

Topics covered:

  • COVID-19/new consumer.
  • Behavioral economics.
  • Customer experience.
  • Storytelling/data interpretation.
  • Hybrid/mixed methods (qual, quant, mobile, SM).
  • Mobile research.
  • Global/international research.

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