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
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
Why Africa Is a Strategic Market for Global Brands?
Market Research Company in Africa | Cultural Traits Africa is rapidly emerging as one of the world’s most dynamic and expansive consumer markets. Home to more than 1.3 billion people across 54 countries, the continent presents significant opportunities for brands aiming
