Until African governments and organisations deeply leverage the use of market research to create new markets in order to offer more jobs, the needed economic growth and development will continue to elude the continent.
Market research which is an important component of business strategy provides necessary information for innovation and guides governments and organisations on expenditure and areas of focus to maintain competitiveness.
It was this understanding and the need to turn away from the historical lethargy of market research in Africa that African Market Research Association (AMRA), a pan-African association of associations that have interest in marketing and social research in Africa, is organising a conference mid next month in Lagos to underscore the importance of market research to economic development.
The forum which is the third in Africa will bring to the fore market research that is transformative and has the capacity to unlock potentials to make Africa lead in different categories of the economy, Joy Uyanwune, chairperson of local organising committee and President of Nigerian Marketing Research Association, NIMRA told BusinessDay in Lagos.
Uyanwune further said that the theme of the Africa Forum, ‘Building Tomorrow – Africa Leading’ has the objective of promoting the African market through marketing, social and opinion research activities to the rest of the world.
Stating that one of the unique values of market researcher for Africa is in its use for development, she therefore said that Africa provides great opportunities for products and brands seeking relevance and more shelf spaces. “Therefore, researchers in the local market guide and shape the entry, sustenance and growth of the myriads of brands/products and services that typically impact on peoples’ comfort, convenience and general lifestyles”.
According to her while some countries in Africa are recording increase in government impact with improved businesses, she regrets that many African nationals are leaving their countries in droves in search of a better life in Western countries.
To turn things around, Uyanwune hinted that industry practitioners must recognise that marketing and social research has the capacity to transform the economies of African countries. “If Africa is to lead in building our tomorrow, the market research industry would need to rise up to exploit its posture as a change agent”, she said.
The 2-day program would afford fresh knowledge to those who work as data suppliers through a rethinking of market, social and opinion polling practices ahead of the client plus considering Africa in a tech-centric world.
Attendees would include CEOs, COOs, CMOs, Brand Managers, Insights and Innovation Managers, Data Analysts, Marketing Research specialists, representatives of organizations in various sectors of the economy, market research tools and software providers, and literally anyone with keen interest to understand and access quality research in the African market. “The Forum is an opportunity to share and learn from specialized, practical evidences of how insights and statistics help brands and organizations through innovation and growth”.
Daniel Obi
