We ran a small quantitative survey recently which found that 100 per cent of large forest creatures leave their breakfast to cool and take a walk. However, on their return, 66 per cent of our ursine panel were satisfied with their breakfast but a … [Read More...]
FEATURES
EMPATHY, AI AND THE FUTURE OF QUALITATIVE
Nana T. Baffour-Awuah, a strategist at New York-based research firm Consumer Dynamics offers thoughts on the intersection of AI and marketing research. What’s empathy got to do with market research, you ask? Everything. Particularly now, with AI … [Read More...]
GENDER EQUALITY, INCLUSION & DIVERSITY IN MARKET RESEARCH
There have been more concerns raised presently on the issue of equality, inclusion and diversity in market research business following the important role women play in the development process. A recent study still points to lack of senior Women Execs … [Read More...]
DON’T BE A ME -TOO BRAND: BE DISRUPTIVE
Being different is scary. In marketing, trying something different is scary. Nobody wants to be the marketer that messes up a multimillion-dollar brand. It’s easier to play it safe, relying on what has worked before or for others. That must be why we … [Read More...]
Social Media Platforms and Online Video Set to Consolidate Their Dominance in Advertising in 2020, Despite Measurement Concerns
Nearly half of advertisers admit they don’t currently have the right balance between online and offline A large portion of marketers globally (46%) don’t have the right balance and synergies between digital and offline media, while three quarters … [Read More...]
ADDRESSING NIGERIA’S YOUTH UNEMPLOYMENT CHALLENGE
For a nation to move forward both politically and socio-economically, the leaders must demonstrate esteem for talents, actively encouraging able individuals, and honouring those who excel in their profession. And encourage their citizens so that they … [Read More...]
THE FUTURE OF THE MARKET RESEARCH INDUSTRY
Technological developments, shifting economic power, population change, environmental pressures and evolving consumer values underpin disruptions in the market research industry. Market researchers are more pressed than ever to deliver accurate, … [Read More...]
CONSUMER DISLOYALTY IS THE NEW NORMAL
Assume the people you consider to be the most loyal customers on the planet are, in fact, disloyal. Because 92% of the time, you’ll be right. New Nielsen findings demonstrate that just 8% of consumers consider themselves to be firmly committed … [Read More...]
HOW TECHNOLOGY IS CHANGING MARKET RESEARCH
Technology is opening up options and making the world a smaller, more accessible place. As a researcher, technology has created the ability for one to access respondents globally, collect and process insights … [Read More...]
INTERVIEWS
Covid-19 has brought about a new way of doing business – Dr. Ebhomenye
Dr. JO Ebhomenye is the Founder and Chairman of Market Trends International Ltd - the oldest and largest indigenous market research agency in Nigeria. Over the last 40 years, he has been a major player in the … [Read More...]
“Transformation and innovation will help us stay relevant as an industry” -Aremu
Fikayo Aremu is a Director at Fintech and Head of Transformation at Kantar Nigeria. In this interview with JOY NGWOLO, he speaks on recent innovations that helped his agency to stay afloat during the raging … [Read More...]
The pandemic has given birth to new Entrepreneurs – Tina Umunna
Which organization do you represent presently and how long have you been in the MR business? My name is Augustina Umunna, I am the Senior/Lead Consultant for ANGELOS- MARKETICS LIMITED. I have been in Market … [Read More...]
AS A BRAND, YOU NEED TO BE STRATEGIC TO UNDERSTAND WHAT THE WHITE SPACE MAPPINGS ARE -ABIDEMI
JUNAID ABIDEMI is Creative Director with Kantar Nigeria. In this interview with Research Intelligence, he says to have an advertising or communication that relates with consumers, you need to test it to see that … [Read More...]
WHY AFRICAN CHALLENGES REQUIRE SPECIFIC TECH TOOL SOLUTIONS’- Niyi Yusuf, Managing Director, Accenture Nigeria
NIYI YUSUF is the Managing Partner of Verraki, a pan African business and technology solutions firm. He spoke with journalists, on the uniqueness of African challenges, whose solutions should be tailored … [Read More...]
HOW TO BRIDGE THE GAP BETWEEN MARKET RESEARCH AND BRAND DEVELOPMENT – KATHRYN KOROSTOFF
Brand managers have a tough job of cutting through the noise to successfully position a brand, finding golden opportunities to create and sustain differentiation, and plowing through volumes of competitive mayhem — … [Read More...]
‘MARKET RESEARCH COMPANIES HAVE TO BE REGULATED EVERYWHERE POSSIBLE’
Creppy Kangni represents Random Dynamic Resources Ltd in the West Coast. Based in Togo Republic specifically in Lome, he covers all the French speaking countries in West Africa for Random. These are countries like … [Read More...]
TECHNOLOGY REDEFINING MARKETING RESEARCH-ALEXAN
ALEXAN CARRILHO is the Operations Director of the Kantar System in Nigeria, an experienced marketing researcher of over 20 years. Alexan shared her experience and perspectives on issues of contemporary interest in … [Read More...]
‘ICT AS A CATALYST TO NIGERIA’S ECONOMIC BREAKTHROUGH’-DR. IKECHUKWU ADINDE
DR. IKECHUKWU ADINDE is the Administrator of Nigeria’s foremost digital capacity building institution- Digital Bridge Institute (DBI). In this interactive session with the media, he prescribes ways the nation can … [Read More...]
Tutorials
Why research your market?
As we mentioned some time ago, you’re probably already conducting informal market research on a daily basis, whether intentionally or not. Each time you chat with one of your sales reps about customer complaints, compare your prices with your competitors’ prices, or talk with a prospect about product features, you’re learning more about your market. But there are numerous reasons why it’s worth formalizing this process. Perfecting your market research process can help you find answers you … [Read More...]