personal data and to simplify the regulatory
environment for international business by
unifying the regulation within the EU. It
comes into effect on 25th May 2018, after
a two-year transition period and it will
not require national governments to pass
any enabling legislation meaning that it is
directly binding and applicable.
It goes without saying that the GDPR will
have far reaching consequences not just
for Mystery Shopping but other types of
data collection in Europe. African research
agencies that conduct Mystery Shopping
and that have linkages with European
agencies are also likely to be impacted by
this law.
The development of Mystery Shopping
especially in emerging markets such as
Kenya suggests very exciting times lie
ahead for those of us who take more than
a passing interest in matters to do with
Customer Satisfaction. Sectors that are
the next frontier for Mystery Shopping in
East Africa and the rest of the continent
are Automotive, Health, Hospitality and
Luxury Retail.
Attention must be drawn however to an
interesting development in Europe that
could potentially affect data collection
during Mystery Shopping right here
in Africa in the not too distant future.
The General Data Protection Regulation
(GDPR) is a regulation by which the
European Parliament, the Council of
the European Union, and the European
Commission intend to strengthen and
unify data protection for all individuals
within the European Union (EU). It also
seeks to addresses the export of personal
data outside the EU.
The GDPR aims primarily to give control
back to citizens and residents over their
Further, it is not beyond the realm of
possibility that the African Union in its
wisdom might consider coming up with a
similar directive sooner rather than later.
This is an eventuality that all Market and
Social Researchers in Africa must prepare
for.
Walter Nyabundi is the Research Manager
for Loyalty Studies & Special Projects
at Infotrak Research & Consulting. You
can commune with him on this or related
matters via mail at: Walter.Nyabundi@
infotrakresearch.com.
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