Fieldwork Realities in Africa: What Market Research Looks Like on the Ground
Anyone who has managed fieldwork in Africa knows that the real work often begins after the questionnaire is finalised. On paper, timelines look achievable, recruitment criteria appear clear, and sample plans seem straightforward. On the ground, realities surface quickly. A
Inside the Scroll, Not the store: How Nigerian consumers are finding and buying brands today?
Introduction: From Markets to Mobiles For a long time, open markets and word-of-mouth defined how Nigerians discovered brands. But today, discovery has gone digital and more specifically, social and mobile. In 2025, scrolling is shopping, and platforms like Jumia, Konga, WhatsApp,
Is Your Market Research Strategy Ready for Ethiopia’s Urban-Rural Divide?
ሓድሓደ ግዜ ንህዝቢ ኽትከውን ትኽእል ኢኻ። Ethiopia, one of Africa’s most historically rich and culturally diverse countries, presents a complex but rewarding research environment. Its geopolitical position, growing population, urban expansion, and evolving digital habits create both opportunity and challenge for
