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Market Research in Africa
Insights Valley Europe
Corporate Research Conference
Amsterdam
7 September, 2012
Gitta van der Meer
http://www.researchafrica.com
E-Mail: info@researchafrica.com

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Innovative mobile
Uganda
Social Impact technology
The Netherlands
BoP
Inclusive
Business Open Data
Knowledge
customer base

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WHY AFRICA?
 Booming market, fastest growing economy in next
5 years
 $1.8 trillion economy
 Rate of return on foreign investment higher than
any other developing region
 Uganda economic growth 6.41% per year vs. 4.66%
China and 1.97% the Netherlands
 Only 1% of total global market research budget
invested in Africa

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MOBILE PHONES IN
AFRICA
 > 1 BILLION population
 53% mobile phone users, > 500 MILLION
 > 1 MILLION new subscribers every month (most BoP, < 2$ p/day)
 > 48 MILLION people have a mobile phone, but no electricity
 2013 an estimated 1,7 BILLION people worldwide will have a mobile
phone, but no bank account (M-Pesa, mobile money)
 95% of text messages is read within 4 minutes

8. EUROPE AFRICA
• Advanced technology • Basic technology (low-end
(smartphones) phones)
• 24/7 Online access • Limited online access
• High penetration of mobile • High penetration of voice and SMS
internet & survey apps • Logistic challenges
• High education and literary level • Educational and literacy limitations

9. EUROPE AFRICA
• Advanced technology • Basic technology (low-end
(smartphones) phones)
• 24/7 Online access • Limited online access
• High penetration of mobile • High penetration of voice and SMS
internet & survey apps • Logistic challenges
• High education and literary level • Educational and literacy limitations

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 OUR APPROACH
 Insight consumer base commercial companies - particularly ‘Base of
the Pyramid‘
 better match supply / demand
 more customized services and products
 product improvement
 close contact with target groups - anticipate market changes, evolve and adapt
 Insight target groups NGOs, UN agencies, and government
bodies
 better informed people
 improved healthcare & education
 reduced poverty
 increased contribution environmental protection
 design and implement more tailored strategies

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HOW DOES IT WORK?
 Flexible mobile phone platforms (SMS/IVR, toll free)
 Call centers
 Mobile data collection applications
 Internet surveys
 Client database / Database creation through
marketing campaigns / Profiled database (Research
Panel, on-line or SMS registration)
 Rewards / Incentives (e.g. mobile phone credit)
 Sample size co-developed with Worldbank
 Real-time accessible & trustworthy results
 Visualization tools

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UNILEVER CASE
What? - Impact survey on Global Hand Washing Day campaign, Uganda
Partner / Client: - USAID and Unilever-Lifebuoy
How: - Interactive SMS (English) and call center (English and local languages) further to SMS
pledges (12,000 pledges)
Database: - International hand washing day campaign (Participant pledge by SMS)
Goals: - Insight attitude & create awareness hand washing to prevent diseases
- Insight soap brand awareness & product feedback
Win-win: - Increased brand awareness Unilever-Lifebuoy & increased awareness dealing with poor
sanitation & hygiene

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GIZ CASE
What? - Monitoring and Evaluation solar system performance & use, Northern Uganda
Partner / Client: - GIZ / PREEP (‘Access to Solar program’)
How: - Interactive SMS (English) and call center (English and local languages)
Database: - Existing GIZ database of customers who bought a solar system under the program
Goals: - Evaluate performance/use/dealers solar systems
- Improve access to affordable modern energy services in rural/remote areas in Uganda
- Evaluate use solar energy
Win-win: - Insight customers’ opinion of & experience with solar systems
- Collection information on dealer performance & systems quality
- Increased support for renewable energy

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PANEL RESEARCH
What? - Establish a representative panel for market research
Partner / Client: - Available for use by any commercial or non-profit entity
How: - Marketing campaign via radio, TV, Internet, social media
- Registration panelists via SMS or Internet
- Careful profiling via call center (English and local languages)
- Incentives provided for participation
Goal: - Provide insight in consumer attitudes, knowledge levels and behavior in Africa
Result: - Profiled database to be used for market research

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LESSONS LEARNED
good brand
CUSTOMERS WANT TO BE HEARD
knowledge
IMPORTANCE
great variety in participants
OF
TRUST

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THANK YOU