Africa: The hotbed for research - here we come!
At present, Africa is proving itself to be the go-to hub for many business opportunities, and significantly for us, the market research industry is being kept busy.
Both IPSOS and Kantar (part of the WPP group) reported increased revenues in Africa within their 2014 Annual Reports and have projected sub-Saharan Africa in particular to be the fastest growing area in the world.
Where there is economic growth and business opportunity, demand for market research is never far behind. However, regarding the market research that is undertaken in Africa, there is still an underlying mutter surrounding quality and credibility of data. SwissPeaks are worried about the unfair reputation that the region has for the producing low-quality research and inaccurate, “un-clean” data. Following the surge of business activity in the area, especially with huge multinational firms venturing in, our mission is to demonstrate that quality and credibility is achievable and viable in Africa.
We’re making sure that the quality standpoint for market research is maintained with no excuses. We are in a great position to do so, having built a sturdy quality charter over our long tenure in the industry. SwissPeaks have spent the last two to three years working on service related activities for other market research companies, acting as a research and data management supplier for their African projects. We now see an opening to compete with the established international research agencies and become our own full service field agency entity in Africa. We have the geographic experience, we definitely have the data management experience and now we’ve researched the potential growth here, it seems a no-brainer to flex our “quality” muscles in our own capacity.
We’ve had a great start to our ambitious plan so far. Sub-Saharan Africa is definitely, currently, a hotbed for research activity and with the surge of growth and economic potential, we are successfully leveraging business in the region. We are currently penetrating the East African market, which is expected to lead the way in terms of GDP over the next few years.
We have projects in Uganda and Ethiopia under our belts, and imminently venturing towards the centre, with projects in DRC and Zambia. Armed with years of experience, a robust business model and a good local partner, we are more than ready to dispel the research stigma. Africa here we come!