Tag: Africa
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How to conduct qualitative research for consumer companies in Africa
In the business world, consumer companies are always looking for ways to better understand their target markets. This is especially true in Africa, where there is a growing middle class with more spending power. Qualitative research for consumer companies has proven to be a way that companies can learn about African consumers and their needs.…
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How to win in Africa despite the global inflation
In recent memory, Africa has been facing one of the most challenging economic environments: a slow recovery from the pandemic, rising food and energy prices, and high public debt levels. One of the most pressing issues confronting the region is the need to combat decade-long high inflation, which is wreaking havoc on income and food…
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Comparing Audience measurement and Ad intel in Africa
The purpose of this article is to provide an overview of the complexities of audience measurement and ad intel in Africa. Africa’s digital transformation is gathering pace, with the continent’s internet penetration and smartphone usage growing rapidly. It has joined the league of mature global markets where advertising income can be generated from both traditional…
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Quantitative Vs. Qualitative Research: Understanding the basics
Quantitative and qualitative research are alternative methodologies you can mix in your surveys to provide comprehensive and detailed data. Quantitative data provides the numerical evidence needed to support the broad generalizations of your research. Qualitative data provides the specifics and depth necessary to comprehend their full ramifications. It would help if you grasped their distinctions…
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Data Collection
The mobile market in sub-Saharan Africa is the fastest growing in the world and it has been estimated that by 2020, 50 percent of Africa’s population will have access to mobile phones. That’s over 500 million people!