Africa’s highly connected, burgeoning
millennial population is a low-stress,
perfect match for market research made
this win very well deserved among many
delegates. This eye opener of a presentation
helped bring home a more thoughtful
appreciation for how social media can
be the tool that overleaps infrastructural
obstacles and in-efficiencies that challenge
qualitative market research successes in
Africa.
The ability to imagine what more is
possible for market research in Africa
is definitely one of the talking points
that will continue into the AMRA 2019
Forum in Lagos, Nigeria. Both clients and
researchers will from henceforth, embrace
2018 with new motivation to excel in
practice and share learnings, collaborate
and champion insight, to nurture and
embrace technology. AMRA is elevating
the practice of market research indeed.
Congratulations to the Award winners,
who were Tory Gentes (The Palmerston
Group) winning the Best Speakers Award
for her presentation on “10 Tinder Dates
in a Week”, 1st Runners Up went to Phyllis
Macfarlane (ESOMAR Foundation) and
Anu Mohammed (BBC Media Action
Nigeria) for their paper on “The Future of
market and social research is qualitative”.
2nd Runners Up went to John Paul
Murunga and Njeri Wangari (Geopoll
Kenya) for their paper “Understanding
the African Millennials: A misunderstood
generation.
Jonathan Karanja, an AMRA Committee
and MSRA Member, is the Managing
Partner, Frontier Consulting. You can
commune with him on this or related
matters via email at: Jonathan@
frontierconsulting.co.ke.