MARKET RESEARCH

IN AFRICA

All 3 comperis directors have been conducting qualitative (focus groups, ethnographic interviews) and quantitative (CAPI, CATI) market research projects on the African continent since 2005. Focus countries are Egypt, Nigeria, Kenya and South Africa based on their geographic position, demographic composition and economic situation.

 

There are several arguments in favour of conducting research in Africa:

On-site insights

On-site research is key to understand the attitude and behaviour of African consumers, particularly in light of cultural differences that make it difficult to simply transfer consumer insights from one country to another

Economic Growth

The economic upturn that a lot of African countries experienced in the past years, a rapidly growing middle class and a high share of young people among the population are responsible for an increasing demand for new technologies, consumer goods as well as status goods.

Market Opportunities

Unlike the saturated markets in Europa and North America, competition is still limited in many African countries, thus offering a high potential for market entry as well as a wide range of opportunities for brand and product positioning.

On-site research is key to understand the attitude and behaviour of African consumers, particularly in light of cultural differences that make it difficult to simply transfer consumer insights from one country to another.

The economic upturn that a lot of African countries experienced in the past years, a rapidly growing middle class and a high share of young people among the population are responsible for an increasing demand for new technologies, consumer goods as well as status goods.

Unlike the saturated markets in Europa and North America, competition is still limited in many African countries, thus offering a high potential for market entry as well as a wide range of opportunities for brand and product positioning.

WHY

COMPERIS ?

Reasons to choose comperis for market research projects in Africa:

All 3 directors have many years of experience with market research projects in Africa as well as industry know-how that is particularly relevant for African markets.

 

comperis cooperates with local market research agencies in order to incorporate country-specifics and cultural background (religion, history, ethnicity).

Throughout many years of working on the Africa continent, comperis has built a network of carefully selected partner agencies that comply with our high level standards regarding quality, reliability and flexibility.

 

Each project is handled by one of our directors; if the budget permits, we gladly provide on-site project management in order to guarantee quality standards (personal briefing, supervision) and to discuss insights with our local research partners right away.

comperis offers full-service, i.e. handling of all project aspects (selection of local agency, setup, coordination, supervision, analysis, reporting) including project management (also on-site) and thus saves valuable time for their clients.

Knowhow

All 3 directors have many years of experience with market research projects in Africa as well as industry know-how that is particularly relevant for African markets.

 

comperis cooperates with local market research agencies in order to incorporate country-specifics and cultural background (religion, history, ethnicity).

Quality Assurance

Throughout many years of working on the Africa continent, comperis has built a network of carefully selected partner agencies that comply with our high level standards regarding quality, reliability and flexibility.

 

Each project is handled by one of our directors; if the budget permits, we gladly provide on-site project management in order to guarantee quality standards (personal briefing, supervision) and to discuss insights with our local research partners right away.

Reduction of Workload and Time Investment

comperis offers full-service, i.e. handling of all project aspects (selection of local agency, setup, coordination, supervision, analysis, reporting) including project management (also on-site).