YEMISI MAKINDE is the Managing Director/ Lead Consultant Quant Hub Insights Services Limited. She has over 20 years Post Graduate Work Experience: (6 years Market Research Supplier + 16 years in Knowledge & Insights Application). Yemisi is also highly skilled in deriving and delivering actionable consumer and customer insights to drive sustainable business growth.
What is your area of specialization?
I specialize in Insights, echoing consumers and shoppers’ voice, and my brain alert to data, analytics and anything Quantitative research.
How has quantitative research evolved over the years in Nigeria?
Basically, Quantitative research has evolved meaningfully with improvement in technology as a huge enabler. Technology has helped in data collection, processing and analysis. It has evolved from the use of paper and pencil as a means of data collection to Computer-Assisted-Personal-Interviews to Hand-Held Mobile Device to Self-Administered interviews online. Similarly, data quality control has also evolved from having quality controllers going physically to the interview location to using GPS and also IP address and ensuring that someone is not responding to interviews more than once for online survey.
In like manner, there are now several more efficient tools apart from the traditional Excel and SPSS software for data processing and analysis. There is exposure to new automation tools that can work from end to end of the research process without having to invest in different applications. Same automation application can be used for data capture, processing, analysis and even generate and visualize the report in a user-friendly format.
Also, beyond the traditional media measurement, there are lots of data analytics happening in the digital space in Nigeria and some researchers are keying into this new media measurement.
What are your opinions on market research practice in Africa?
I believe market research in Africa has advanced. Nonetheless, growth has been at different strides across African countries. We have seen the emergence of top global market research players in many parts of Africa, such as Kantar, IPSOS and Nielsen, with more international market research companies still planning to expand into the continent. The opening of the continent to international/global players has helped to upscale the industry with the local players also being competitive.
Furthermore, apart from the Multi-National Companies (MNCs), the local manufacturers have also seen the value of market research hence, their patronage.
Economic growth and development in the region has also helped the growth of marketing and marketing research.
What are the low ends and how do you think we can improve on them?
The low ends for me is when the role of consumer insights manager is relegated or removed totally from the FMCGs. Some organizations are recruiting insights analysts to source for ad-hoc field team to conduct interviews, then go ahead to capture data, process, analyse and report. All processes done internally. In my point of view, this model will stunt the growth of the market research industry.
What are the things you wish to take away from AMRA AF’19?
Firstly, I will like to see how African market researchers plan to collaborate as one in moving market research forward.
Secondly, I would like to see how African market researchers are prepared to build the future and lead. Not sure about leading the developed markets though because there are lots of challenges we face in the operating environment. We still have challenges with electricity and poor infrastructures, including slow internet access.
How is the theme ‘Building Tomorrow: Africa Leading’ appropriate for the event?
It is appropriate for the event because it is aspirational. We cannot rest on our oars and fold our arms for developed countries to continue to lead. It is also my belief that in the nearest future, Africa market research will lead the globe in the area of innovative research.