Presentation at the first annual African Market Research Association forum. How do we publicize market research in Africa with both the users of research and our potential respondents?

1. PROMOTING MARKET
RESEARCH
IN
AFRICAN COUNTRIES
February 17th 2017

2. OUTLINE
Why is Africa important?
Why should we bother with Market Research in Africa?
How do we publicize Market Research in Africa?
Wrap up

3. Why is Africa Important?

4. AFRICAN FACTS
National Geographic ‘Getting to Know Africa: 50 Interesting Facts’ http://voices.nationalgeographic.com/2013/10/31/getting-to-know-africa-50-facts/

5. AFRICA'S POPULATION
Rise in discretionary
income
Living in urban
centres
Large, growing and
diverse population
High youth
population
McKinsey & Company ‘The rise of the African consumer’ http://www.mckinsey.com/global-locations/africa/south-africa/en/rise-of-the-african-consumer

6. AFRICA'S ECONOMY
Orange - Next 11 Economies
Purple - Fastest Growing Economies
Next 11 ‘Focusing on your needs in Emerging Markets’ http://next11.se/next-11-emerging-markets/
Africa Business Central ‘These are Africa’s Fastest Growing Economies’ http://www.africanbusinesscentral.com/2016/05/12/here-are-africas-top-10-fastest-growing-economies-infographics/

7. AFRICA'S INDUSTRIES
Apparel, Consumer
Goods and Food
& Beverage account
for 45% of Africa’s
growth
Telecommunication,
Financial Services,
Education, Tourism,
Construction,
Manufacturing and
Health Care are
the fastest growth
industries
The World Bank ‘Africa Still Poised to Become the Next Great Investment Destination’ http://www.worldbank.org/en/news/opinion/2015/06/30/africa-still-
poised-to-become-the-next-great-investment-destination
McKinsey & Company ‘What’s driving Africa’s growth’ http://www.mckinsey.com/global-themes/middle-east-and-africa/whats-driving-africas-growth

8. BEHAVIOURS AND ATTITUDES
Changing Demands
Mobile Phone
Usage
Status and Self-
Presentation
Modern Shopping
Experience
Word of Mouth and
Traditional Media
Quality Products
McKinsey & Company ‘The rise of the African consumer’ http://www.mckinsey.com/global-locations/africa/south-africa/en/rise-of-the-african-consumer

9. Why should we bother with market
research in Africa?

10. 2 African countries make up
the ‘Next 11’ Countries
11 African countries make up
the list of the World’s Fastest
Growing Economies
By 2020, number of
households with
discretionary income will
rise by 35% (from 85million
to 130million)
Foreign investment almost
as high as that reaching
China. As of 2015, reached
$60billion
Investments in FMCG
Manufacturing, IT, Financial
Services, Retail & Tourism
ATTRACTIVENESS OF AFRICA
Attractive
Landscape
for
Businesses
Demand for
Market
Research
Next 11 ‘Focusing on your needs in Emerging Markets’ http://next11.se/next-11-emerging-markets/
Africa Business Central ‘These are Africa’s Fastest Growing Economies’ http://www.africanbusinesscentral.com/2016/05/12/here-are-africas-top-10-fastest-growing-economies-
infographics/
McKinsey & Company ‘What’s driving Africa’s growth’ http://www.mckinsey.com/global-themes/middle-east-and-africa/whats-driving-africas-growth
McKinsey & Company ‘The rise of the African consumer’ http://www.mckinsey.com/global-locations/africa/south-africa/en/rise-of-the-african-consumer

11. CURRENT STATE
Africa contributes only 1% of
the total revenues of the
Market Research Industry
$40billion revenue industry;
Europe and United States
are the biggest buyers of
Market Research
Brazil, Russia, India and
China (BRIC nations) are
experiencing increased
demand for Market
Research
Market Research.com ‘ Key Facts About the Market Research Industry’ http://blog.marketresearch.com/key-facts-about-the-market-research-industry
Kantar Millward Brown ‘Africa Leads the World into the Future of Market Research’ https://www.millwardbrown.com/Insights/Point-of-
View/Africa_Leads_the_World/default.aspx

12. WHY ARE WE IN THIS STATE?
Difficulty
Travelling
Time
Consuming
Small pool of
trained staff
Lack of Data
and Statistics
High Costs
Kantar Millward Brown ‘Africa Leads the World into the Future of Market Research’ https://www.millwardbrown.com/Insights/Point-of-
View/Africa_Leads_the_World/default.aspx
(Agencies) (Agencies)
(Agencies &
Companies)
(Agencies &
Companies)
(Agencies &
Companies)

13. How do we publicize Market Research
in Africa?

14. AGENCY: CLIENT
Stay abreast with new
trends and provide
research backed
insights
Shed some light on
current and future
obstacles, and together
develop research based
solutions
Collaborate with
reputable, well
established companies
as a way to display
trust, accountability,
accuracy and honesty
in our industry

15. Reduce the
amount of steps
needed to
participate
Provide plain
language briefs
Provide instant
gratification
Research on
interesting
topics
Keep It Simple
and Short
AGENCY: RESPONDENT

16. COMPANY: DEPARTMENT
Provide graduate
programs,
internships and coop
programs
Encourage, support
and reward
participation in
industry events
Provide scholarship
programs
Provide employee
membership to
different associations
in the industry

17. WRAP UP
Listening to target market
Increasing market share
Increasing mind share

18. Thank You