This comprehensive study offers a deep dive into the operational realities, challenges, and aspirations of African MSMEs, providing crucial insights to support the growth and success of this pivotal sector. As the third iteration of the survey, we can now analyze emerging trends and changes over time while also introducing new themes, such as the impact of AI and the potential of the African Continental Free Trade Area (AfCFTA).

The Africa MSME Pulse 2024 covers Ethiopia, Kenya, Nigeria, and South Africa and paints a picture of the MSME landscape, highlighting both progress and persistent hurdles.

Key Insights:

• Business Environment in Flux: After a period of recovery from the COVID-19 pandemic, the business environment has taken a turn for the worse, with 65% of MSMEs reporting a deterioration compared to the previous year. Inflation (68%), volatile exchange rates (41%), and political uncertainty (39%) are cited as the primary drivers of this relapse.
• Employment Trends: The survey found that 40% of MSMEs have had to lay off staff in the last two years, and 40% are unlikely to hire in the near future.
• Digital Transformation: There has been a remarkable increase in the adoption of digital tools, with 65.45% of MSMEs reporting a heightened reliance on technology and online platforms. Investments in AI (29.61%) and website development (50.39%) are high on the agenda.
• Marketing Channels: Social media (67%) and search engines (32%) rank online marketing at the top of most MSMEs’ marketing efforts. Most businesses run online marketing in-house, although agencies are resurging from the previous year. Over 60% anticipate increased digital marketing spending in the next 12 months.
• Financing Dynamics and Market Expansion: While most MSMEs continue to rely on self-financing, there is a notable shift towards formal financing, with bank loans nearly doubling from 14% in 2023 to 28.5% in 2024. Yet, 31.2% of MSMEs have experienced loan denials.
• Continental Expansion: Under the AfCFTA, 24.68% of MSMEs are actively pursuing intra-African expansion, but challenges such as lack of market information (44.94%) and access to capital (43.64%) persist.
• Educational Needs and Skill Gaps: MSMEs express a strong desire to enhance their skills, particularly in technology solutions (55.06%), digital marketing (54.03%), and accessing financing (49.35%).

Download the Full Report

The Africa MSME Pulse 2024 Survey Report is more than just a collection of data — it is a roadmap for understanding and supporting the growth of MSMEs in Africa. By downloading the full report, you will gain access to:

• Detailed analyses of the trends and challenges affecting MSMEs
• Insightful breakdowns of digital adoption, financing trends, and market expansion opportunities
• Actionable recommendations for businesses and policymakers to harness the full potential of MSMEs

Fill out the form below to receive the report in your email.

Contact GeoPoll or Africa 118 to learn more about the study and our capabilities.

The post Africa MSME Pulse 2024 Report appeared first on GeoPoll.

What are User and Attitude Studies?

User and Attitude Studies are market research studies designed to deep dive into the minds of your target audience. Traditional market research often focuses on demographics – age, income, location. While this data holds value, UAS delves beyond the surface, uncovering the psychological drivers behind consumer behavior. Through a combination of quantitative and qualitative methods like surveys, focus groups, and in-depth interviews, UAS helps you gain insights into:

• Brand Perception: How do consumers perceive your brand compared to competitors? What are the emotional associations they have with your brand identity?
• Product & Service Attitudes: What are the underlying needs and desires that your products and services address? What are the pain points you can alleviate or the aspirations you can fulfill?
• Decision-Making Processes: What factors influence purchasing decisions for your target audience? What are the conscious and subconscious motivations that drive them to choose you?

Why are User and Attitude Studies Important?

UAS provides a treasure trove of benefits for marketing leaders seeking to maximize marketing ROI and cultivate lasting customer relationships:

• Data-Driven Marketing: Move beyond assumptions and intuition. UAS provides concrete data to inform strategic decision-making across the marketing funnel.
• Customer-Centric Innovation: Develop products and services that truly resonate with your target audience. Identify unmet needs and innovate solutions that address them directly.
• Competitive Differentiation: Uncover unique insights into user motivations to outmaneuver competitors and establish a strong market position.
• Targeted Communication: Craft messaging that speaks directly to the aspirations and concerns of your target audience. Use targeted communication channels to increase engagement and conversion rates.
• Brand Loyalty: By understanding customer psychology, you can build stronger emotional connections that foster brand loyalty and advocacy.
• Cost efficiency: Optimize your campaigns for maximum ROI and customer satisfaction. 

GeoPoll’s Approach to User and Attitude Studies

At GeoPoll, we understand the unique challenges of conducting research in emerging markets. Our team of regional experts combines cutting-edge mobile technology with robust research methodologies to deliver:

• Actionable insights: Get clear, concise data that informs strategic decision-making.
• Real-time results: Gain insights quickly to adapt to rapidly changing market trends.
• Global reach: Access a diverse range of user perspectives across Africa, Asia, and Latin America.

Our UAS solutions include:

• User and Attitude Insights: Gain a deep understanding of user attitudes, perceptions, and behaviors.
• Behavioral Studies: Uncover the motivations and behaviors that drive user actions.
• Brand Perception: Understand how your audience perceives your brand and products.
• Customized Studies: Tailor our research solutions to meet the specific needs of your business.

The Bottom Line

Investing in User and Attitude Studies gives you the power to transform your marketing strategy from assumption-driven to customer-centric. GeoPoll can be your partner in unlocking these valuable insights and propelling your brand towards long-term success. Contact GeoPoll today to learn more about how User and Attitude Studies can benefit your business.

The post User and Attitude Studies: The Key to Customer Centricity appeared first on GeoPoll.

This article discusses the causes of low response rates and explores solutions to boost survey participation.

The Danger of Low Response Rates: Why They Matter

The response rate is often the difference between successful surveys and surveys that fall flat. If the required sample size is 500 and you only manage 350 completes, then that survey might not be representative.

Beyond simply affecting the number of responses, low response rates introduce a critical threat to research validity – nonresponse bias. This occurs when those who choose to participate differ systematically from those who don’t. For instance, if a survey on customer satisfaction has a low response rate, the participants might have particularly strong feelings (either positive or negative), skewing the overall results.

The consequences of nonresponse bias can be far-reaching. It can lead to:

• Misinterpretation of Data: The collected data may not accurately represent the target population, leading to misleading conclusions.
• Unrepresentative Findings: Research findings based on a biased sample may not be generalizable to the broader population.
• Weakened Research Credibility: Low response rates can raise questions about the quality and reliability of the research. 

The Culprits: Why People Skip Your Survey

Understanding the reasons behind survey apathy is the first step towards crafting effective solutions. Here’s a closer look at the common culprits:

• Survey Fatigue: The digital age has ushered in an era of constant survey bombardment. People are inundated with requests to share their opinions on everything from household products to political preferences. This continuous barrage can lead to survey fatigue, causing them to ignore yours altogether.
• Survey Design: Confusing questions, unclear instructions, and excessive length are guaranteed turn-offs. Imagine encountering a survey with poorly worded questions that seem more like riddles than inquiries. Frustration sets in, and the “exit survey” button becomes very tempting.
• Relevance: Participation becomes a chore if the survey topic holds no personal interest for the target audience. People are more likely to invest their time if they perceive the survey as relevant to their lives or experiences.
• Incentive: Imagine being asked to spend 20 minutes answering detailed questions with no reward in sight. It’s a tall order. Offering minimal or no incentive creates little motivation to invest time and effort.
• Accessibility: Surveys that aren’t mobile-friendly or lack language options create unintentional exclusion zones. This can significantly limit participation, especially in today’s diverse and tech-driven world. 

Strategies to Boost Response Rates

Acknowledging these challenges, researchers can bridge the gap between apathy and active participation. Here are some effective strategies to consider:

• Choose the Most Effective Method: The mode used for the survey matters. If your respondents, for example, use basic phones and have limited internet access, then SMS or CATI will work better than email. It also works to use a mix of methods to get the various bands of respondents. GeoPoll uses a multi-modal mobile approach, which helps us achieve high response rates even in challenging areas.
• Crafting a Compelling Introduction: Set the stage by clearly explaining the purpose of the survey, highlighting its importance to the research field or a specific cause. Briefly estimate the completion time to manage expectations.
• Optimizing for User Experience: Treat your survey like a well-designed website. Ensure it’s mobile-friendly, utilizes clear and concise language, and has a logical flow that effortlessly guides respondents through the questions. This will make the experience smooth and reduce the likelihood of frustration.
• Segmentation is Key: Don’t treat your audience as a monolith. Segment your target audience based on demographics, interests, or other relevant factors. This allows you to tailor the survey content and delivery method to resonate with specific groups, increasing their sense of relevance.
• The Power of Incentives: Consider offering small rewards like airtime, gift cards, the final report, or entry into a prize draw. Incentives act as a nudge, encouraging participation and demonstrating your appreciation for their time.
• Respecting Time Constraints: The world is fast-paced, and time is a precious commodity. Keep the survey concise and focused. Aim for 10-15 minutes or less for most surveys. Every minute saved is a victory against survey fatigue.

• Personalization Pays Off: A generic “Dear Participant” email is forgettable. Address participants by name whenever possible and highlight their role in contributing valuable insights. This personal touch can make a significant difference.
• Multi-Channel Approach: Don’t rely solely on email. Utilize social media platforms, targeted online ads, or even phone calls (if appropriate) to reach your target audience and increase their chances of encountering your survey.
• The Art of the Reminder: Strategically sending polite reminders can jog people’s memory and encourage participation. However, avoid bombarding them—strike a balance between reminding and respecting their inbox space.
• Gratitude Goes a Long Way: Always express sincere gratitude to everyone who participates. Thank them for their time and contribution, highlighting the value they bring to your research. This fosters goodwill and encourages them to participate in future surveys.
• Building Trust and Transparency:  Ethical data collection practices are crucial for building trust with participants. It is essential to be transparent about how the data will be used and ensure anonymity (when promised).

Bonus Tip: Consider piloting your survey with a small, representative sample before launching it to your entire target audience. This allows you to identify and address any design flaws or areas for improvement before the main survey goes live.

The Bottom Line

By implementing these strategies, researchers can create surveys that are engaging, relevant, and respectful of participants’ time. This, in turn, leads to higher response rates and more reliable data, ultimately strengthening the foundation of your research.

It also helps to have a big enough database of eligible respondents to achieve good response rates. GeoPoll has the largest mobile database of over 300 million survey respondents in Africa, Asia, and Latin America. We use a mix of well-tested, mostly mobile-based methods to conduct reliable, fast survey research while achieving the right, representative response rates. Contact us to learn more about our capabilities.

The post Survey Response Rates: A Guide to Higher Survey Completions appeared first on GeoPoll.

Regardless of the circumstances and difficulties a society faces, a functioning media is crucially important to the health and well-being of that society. Broadcast media in Afghanistan, just as it is elsewhere, needs audience data to survive. The local businesses finding a way forward in these uncertain times need to plan their ad campaigns. The NGOs still remaining in the country are under more pressure than ever to make an impact with dwindling resources, making the most of every cent of the communication budget.  And the Afghan people did not just switch off their TVs and radios in August 2021 and resign themselves to totalitarian media darkness – they have content needs they are finding ways to fulfill.

GeoPoll’s Afghanistan Media Audience Landscape Survey marks a pioneering effort in media establishment research post-Kabul’s fall. Conducted between December 2023 and January 2024, this survey leverages Computer Assisted Telephone Interviews (CATI) to engage 2,000 individuals, capturing a comprehensive view of the current media consumption landscape. Among others, this research covers:

• Television and radio audiences nationwide, profiling and sizing viewership and listenership for both local and international broadcasters.
• Insights into internet usage and social media engagement patterns.
• Top educational media content sources.
• Top news sources.

Update: We hosted a webinar with the results. Watch the recording and download the presentation deck.

Get the Topline Report

Fill out this form to get the FREE topline report with key findings:

To dive deeper into the findings and their implications for media planning, advertising strategies, and content delivery in Afghanistan, please contact Matt Angus-Hammond, Media Audience Measurement Director at GeoPoll.

The post Afghanistan Media Audience Landscape appeared first on GeoPoll.

In this summary report, we look at GeoPoll Audience Measurement data on Kenya’s prime-time TV viewership trends and radio listenership in 2023. We examine prime time peaks, genre preferences, and audience demographics, taking the pulse of Kenya’s media landscape.

Please note that the data presented in this report looks at consolidated overall ratings throughout the year. Get in touch with us for granular data that can be used to make advertising or programming decisions. We update media measurement data daily.

Television: Prime Time Peaks and Genre Preferences

From GeoPoll’s latest Media Establishment Survey, television remains the most dominant medium in Kenya, with over 50% of Kenyan households owning a TV and 80% of those watching TV daily. For overall 2023 GAM data, TV viewership data reveals notable patterns across different days of the week. As expected, prime time enjoyed the highest viewership, peaking at 9:00 PM daily, with Saturday and Friday having the highest numbers. TV viewership at 6:00 PM is relatively lower than later time slots during prime time.

This could be attributed to the fact that many individuals are likely commuting from work or engaged in activities that hinder them from settling in to watch television during this early evening period. The gradual increase in viewership as the evening progresses, reaching its peak at 9:00 PM, aligns with the notion that viewers are more likely to tune in after completing their workday responsibilities and settling into their homes.

Local Drama-time – 7:30 pm

Most Kenyan channels dedicate the half hour after 7:30 pm for local shows. This timeslot consistently garners a substantial viewership across the week, suggesting strong preference for narratives that resonate with the local socio-cultural milieu.

Out of the top 10 channels in this slot, Citizen had the highest share (19.6%), followed by NTV and Maisha Magic. All three air local drama shows during the 7:30-8:00 p.m. timeslot. Notably, even when the local shows give way to soap operas from 8:00 PM, Maisha Magic, which primarily features local content, gains more audience.

Radio Listenership

Radio was the flipside of TV. The highest radio listenership was observed consistently between 7:00 AM and 9:00 AM, with over 27 million listeners during those hours, indicating that many people tune in during their morning commutes or as they start their workday. Sundays and Saturdays tend to have higher overall listenership compared to weekdays, even during the morning hours.

Weekdays from 5:00 PM to 8:00 PM also show relatively high listenership, as people leave their workplaces, commute back home, and engage in their evening activities.

Radio listenership by age

Delving deeper into radio listenership by age group reveals an interesting trend. The eldest age group (35+) represents over half (50.1%) of radio audience. Conversely, the youngest group (15-24) accounts for a mere 20.4%. This indicates the generational divide in media consumption preferences, suggesting radio’s continued relevance and appeal among older audiences while indicating potential areas for innovation and engagement strategies targeting younger listeners to save the radio for the future.

Breakfast Shows (6am – 10am)

During the competitive 6:00 am – 10:00 am breakfast timeslot, we witnessed a slinging batter between the top two – Citizen’s Jambo Kenya (13.2% share) and Classic 105’s Maina and Kingangi (12.8%). Overall, the top 10 was dominated by Swahili stations (5) and vernacular stations (3).

Drive time Shows (4pm – 6pm)

Looking at Drive-time, Citizen Radio had the highest share, with a 14.89% share of radio audience. Radio Maisha (10.46% ) and Radio Jambo (9.22%) completed a 1-2-3 ranking of Swahili stations, broken by Classic 105 (8.2%) with another Swahili station, Milele FM, completing the top 5 Drive radio shows in Kenya.

Get the Full GeoPoll Audience Measurement Data

Understanding audience behavior is crucial for maintaining relevance and competitiveness. The media must adapt by investing in quality content that speaks to the diverse tastes and preferences of Kenyan audiences. Additionally, leveraging data analytics advertising can further enhance engagement and impact for brands and advertisers.

This is a small subset of GeoPoll Audience Measurement data, collected daily in Kenya. To diver deeper into the insights you need to make important decisions, please reach out. GAM data is presented in a near real time dashboard and regular analysis by our team.

The post Kenya Media in 2023 – Top TV and Radio Shows appeared first on GeoPoll.

What are Key Informant Interviews?

Key Informant Interviews (KIIs) are specialized qualitative interviews conducted with individuals (key informants) recognized for their insider knowledge or unique perspectives on a specific topic. This method is distinct in its focus on depth rather than breadth, targeting information-rich sources.

Unlike surveys that seek quantitative data or focus groups that explore group dynamics, KIIs delve deeply into individual perspectives, offering a granular understanding of complex issues.

KIIs are invaluable for gaining insights into trends, motivations, perceptions, and experiences. They are particularly effective in sectors where in-depth, expert knowledge is crucial, such as public health, policy development, and market analysis.

The Importance of Key Informant Interviews in Research

Key Informant Interviews (KIIs) play a pivotal role in qualitative research, offering a depth of understanding often unattainable through other methods. Their significance in various research settings can be elaborated as follows:

• Access to Specialized Knowledge and Expert Insights: KIIs enable researchers to tap into the wealth of knowledge possessed by experts in specific fields. This is especially crucial in areas where specialized insights are vital to understanding complex issues. For instance, interviews with healthcare professionals in public health research can uncover nuances in patient care practices that surveys may not reveal.
• Understanding Context and Nuance: One of the primary strengths of KIIs is their ability to capture the context and nuances around a subject matter. Unlike quantitative methods that offer breadth, KIIs provide depth, uncovering the ‘why’ and ‘how’ behind observable trends. This depth is invaluable in fields like policy analysis, where understanding the rationale behind decisions can inform more effective policy development.
• Flexibility and Adaptability: KIIs offer unmatched flexibility, allowing researchers to explore new lines of inquiry as they emerge during the interview. This adaptability is critical in exploratory research or when dealing with emerging issues, where predefined survey questions might miss important aspects.
• Identifying Hidden or Sensitive Issues: Given their expertise and experience, key informants can provide insights into sensitive or hidden issues that might not be readily disclosed through other methodologies. In contexts such as humanitarian work or conflict research, KIIs can reveal underlying problems or needs that are not visible on the surface.
• Enhancing Other Research Findings: KIIs can complement and improve findings from quantitative research. They add depth to the statistical data by providing qualitative insights, offering a more comprehensive view of the research topic.
• Case Studies Illustrating Impact: Real-world examples further illustrate the impact of KIIs. For example, in environmental research, KIIs with local community leaders and environmental experts have been instrumental in understanding the impact of climate change at a local level, leading to more targeted and effective conservation strategies.

Key Informant Interviews are an indispensable tool in the researcher’s toolkit. They provide a level of detail and understanding crucial for fully grasping complex issues, influencing policy, and informing comprehensive and effective solutions.

Methodology and Best Practices for Key Informant Interviews

Effective Key Informant Interviews require a well-thought-out methodology and adherence to best practices. This section outlines the key steps and considerations for maximizing the value of KIIs.

• Identifying and Selecting Key Informants:
  • Criteria for Selection: The selection of key informants is a critical step. Ideal candidates are those who have in-depth knowledge or experience relevant to the research topic. This could include industry experts, community leaders, or individuals with unique experiences pertinent to the study.
  • Diversity and Representation: It’s essential to ensure diversity in selecting informants. This includes diversity in profession, demographic characteristics, and perspectives to obtain a well-rounded understanding of the issue.
  • Recruitment Strategies: Effective recruitment may involve formal invitations, leveraging professional networks, or recommendations from other experts in the field. It’s crucial to clearly communicate the purpose of the research and the informant’s role.
• Designing Effective Interview Questions:
  • Balancing Structure and Flexibility: While having a structured set of questions to guide the interview is important, flexibility is key. Researchers should be prepared to explore interesting avenues that emerge during the conversation.
  • Question Types: A mix of open-ended questions (to explore opinions and experiences) and more specific questions (to gather detailed information) is recommended. Avoid leading questions to minimize bias.
  • Piloting Questions: Before conducting the interviews, it’s advisable to pilot the questions with a small group to ensure they are clear and elicit the desired information.
• Conducting the Interview:
  • Building Rapport: The initial part of the interview should focus on building rapport with the informant. This can be achieved through a friendly demeanor, active listening, and genuine interest in the informant’s perspectives.
  • Interview Techniques: Effective techniques include probing for details, paraphrasing to check understanding, and managing the pace of the interview. Non-verbal cues play a significant role in creating a comfortable environment.
  • Recording and Note-Taking: It’s essential to accurately record the interviews, subject to the informant’s consent. This can be done through audio recordings or detailed note-taking. Clear, concise, and accurate notes are vital for accurate data analysis.
• Ethical Considerations:
  • Informed Consent: Informants should be fully informed about the purpose of the research, how their information will be used, and their rights, including the right to withdraw from the interview at any point.
  • Confidentiality and Anonymity: Researchers must respect the confidentiality of the information provided and ensure anonymity if the informant requests it.
  • Cultural Sensitivity: It is crucial to be culturally sensitive and respectful of the informant’s background and beliefs, especially when dealing with sensitive topics.
• Post-Interview Process:
  • Debriefing and Reflection: After each interview, a debriefing session can be helpful for the research team to discuss initial impressions and insights.
  • Data Management: Organizing and securely storing interview data is crucial for analysis and future reference.

Challenges and Solutions in Key Informant Interviews

Key Informant Interviews, while invaluable in qualitative research, present unique challenges. Addressing these effectively is crucial for the integrity and utility of the data collected.

• Dealing with Bias and Subjectivity:
  • Challenge: Bias can stem from the interviewer’s preconceptions or the informant’s perspective. Subjectivity in interpreting responses is also a concern.
    • Solution: Employing multiple interviewers and informants can provide diverse viewpoints, reducing individual bias. Establishing a clear, structured interview framework helps maintain objectivity. Regular team discussions can also aid in identifying and mitigating biases.
• Ensuring Reliability and Validity of Information:
  • Challenge: Ensuring that the information collected is reliable (consistent) and valid (accurate and relevant to the research questions) is challenging due to the qualitative nature of KIIs.
    • Solution: Developing a detailed interview guide ensures consistency across interviews. Validity can be enhanced through careful selection of informants based on their expertise and through cross-verification of data with other sources.
• Overcoming Practical Challenges:
  • Logistical Challenges: Organizing interviews, especially with high-profile informants, can be difficult due to scheduling conflicts and geographic constraints.
    • Solution: Flexibility in scheduling and using technology for remote interviews can alleviate logistical issues. Building rapport with informants beforehand can also ease scheduling difficulties. It is also important to have backup interviewees, for instance, someone in the same department with the same knowledge as the primary informant.
  • Cultural Sensitivities and Language Barriers: Cultural misunderstandings and language differences can impede the flow and understanding of interviews.
    • Solution: Employing culturally aware and, where necessary, multilingual interviewers can mitigate these issues. Researching cultural norms and using interpreters when needed is also helpful.
  • Managing costs: Key Informant Interviews can be expensive due to logistics, the elevated level of incentives to get the interviewees and the cost of scheduling the interviews (transport, communication, etc.).
    • Solution: KIIs typically involve a small group of respondents, so your best bet is to attain a sample that is well knowledgeable of the topic at hand.
• Data Analysis and Interpretation Challenges:
  • Challenge: Analyzing qualitative data from KIIs can be time-consuming and subject to interpretative biases.
    • Solution: Utilizing qualitative data analysis software can streamline coding and thematic analysis, reducing time and subjective biases. Engaging multiple team members in the analysis can provide a balance of perspectives.

While Key Informant Interviews pose specific challenges, these can be effectively addressed through careful planning, methodological rigor, and cultural sensitivity. Overcoming these challenges ensures the integrity and value of the insights gained from this qualitative research method.

Analyzing and Utilizing Data from Key Informant Interviews

Analyzing and utilizing data gathered from KIIs are as crucial as the interview process itself. This phase transforms raw, qualitative data into meaningful insights that can guide decision-making and policy formulation. It is worth noting that, due to their typically small sample sizes and qualitative nature, KIIs are almost never quantified.

• Transcription and Data Preparation:
  • Transcribing Interviews: The first step is to transcribe the interviews verbatim. This process involves converting audio recordings into written text, capturing every word, and noting critical non-verbal cues.
  • Data Cleaning: Transcripts should be reviewed and cleaned for clarity and accuracy. This includes removing irrelevant sections, correcting errors, and anonymizing data if required.
• Qualitative Data Analysis Techniques:
  • Thematic Analysis: One of the most common approaches is thematic analysis, which involves identifying patterns and themes within the interview data. This process starts with reading through the transcripts multiple times to gain a deep understanding of the content.
  • Coding: Coding involves labeling text segments with tags that summarize their content. This could be done manually or with the help of qualitative data analysis software. Initial codes are generated and then refined and grouped into broader themes.
  • Interpreting Themes: Once themes are identified, the next step is to interpret them in the context of the research objectives. This involves understanding how these themes contribute to answering the research questions and what new insights they offer.
• Triangulation and Cross-Verification:
  • Cross-Verification with Other Data Sources: To enhance the validity of the findings, it’s essential to cross-verify the insights from KIIs with other data sources, such as surveys, literature reviews, or observational studies.
  • Triangulation: This process involves using multiple data sources or methods to corroborate the findings. Triangulation strengthens the credibility of the research conclusions.
• Utilizing Insights for Decision-Making:
  • Developing Recommendations: The insights derived from KIIs should be translated into actionable recommendations. This involves considering how the findings can inform policy, influence strategies, or guide practical interventions.
  • Reporting Findings: When reporting findings, it’s essential to present the data in a way that is accessible and understandable to the intended audience. This could include using quotes from informants to illustrate points, creating visual representations of themes, or developing case studies.
• Challenges in Analysis and Interpretation:
  • Subjectivity: One of the challenges in analyzing qualitative data is the inherent subjectivity. It’s crucial to approach data interpretation with an awareness of potential biases and strive for objectivity.
  • Complexity of Data: Qualitative data from KIIs can be complex and multifaceted. Researchers need to be methodical in their approach to ensure that the richness of the data is fully explored and understood.

In a nutshell, analyzing and utilizing data from Key Informant Interviews require meticulous attention to detail, rigorous methodological approaches, and a careful balance between subjective interpretation and objective analysis.

When to Use Key Informant Interviews in Research

Understanding when to utilize Key Informant Interviews (KIIs) is crucial for researchers to gather in-depth qualitative data effectively. KIIs are particularly advantageous in specific research contexts:

• Exploring Complex or Sensitive Issues: KIIs are ideal when researching topics that are complex, nuanced, or sensitive. They provide a safe environment for informants to share detailed insights and personal experiences that might not be captured through other methods.
• Gaining Expert Perspectives: When a study requires expert opinions or specialized knowledge, KIIs are an excellent choice. They allow researchers to tap into the wealth of experience and expertise of individuals who are well-versed in the subject matter.
• Developing or Refining Hypotheses: In the early stages of research, especially when hypotheses are being developed or refined, KIIs can offer valuable insights that inform the direction and focus of the study.
• Understanding Contextual and Cultural Dynamics: When research involves understanding the cultural or contextual nuances of a topic, KIIs with local experts or community leaders can provide depth and context that other methods may miss.
• Policy Development and Evaluation: For policy-oriented research, KIIs with policymakers, stakeholders, and those affected by the policy can provide insights into both the impact of existing policies and considerations for future policy development.
• Market Research and Consumer Insights: In market research, KIIs with industry experts, consumers, or other stakeholders can uncover trends, motivations, and attitudes that inform marketing strategies and product development.
• When Quantitative Data Needs Qualitative Support: KIIs are also valuable when quantitative data requires qualitative insights for a more comprehensive understanding. They can explain the ‘why’ behind the numbers, adding depth to quantitative findings.
• Resource-Limited Settings: In settings where resources for large-scale surveys are limited, KIIs can provide significant insights without the need for extensive logistics and infrastructure.

The decision to use KIIs should be guided by the research objectives, the nature of the research question, and the context in which the study is conducted. When used appropriately, KIIs can be a powerful tool in the researcher’s arsenal, providing nuanced insights that are vital for in-depth understanding and informed decision-making.

Master Key Informant Interviews with GeoPoll

Key Informant Interviews (KIIs) stand as an indispensable qualitative research tool, adept at uncovering deep insights and nuanced understandings in a wide array of research settings. From exploring complex and sensitive issues to refining hypotheses and informing policy decisions, KIIs offer a unique avenue for accessing expert knowledge and contextual information that other methods might miss.

This guide has journeyed through the intricacies of KIIs, highlighting their importance, methodology, challenges, solutions, and ideal usage scenarios. The careful planning, ethical considerations, and skilled execution required for effective KIIs underscore the need for experienced researchers and methodologists.

GeoPoll, with its vast experience and expertise in conducting KIIs across diverse sectors and regions, is uniquely positioned to help you leverage this powerful research method. Our seasoned professionals are adept at navigating the complexities of KIIs, ensuring that each interview is methodologically sound and rich in valuable insights. We offer a full spectrum of services, from designing the interview guide and selecting key informants to conducting the interviews and analyzing the data.

Contact us for further information on how Key Informant Interviews can enrich your specific research endeavors and how we can support you.

The post Key Informant Interviews: An In-Depth Guide for Researchers appeared first on GeoPoll.

Here’s a summary of the expected trends in 2024:

1. Evolution of Conscious Commerce Amongst Consumers

The shift towards conscious commerce reflects a growing consumer preference for brands that prioritize sustainability, ethical production, and social responsibility. This trend indicates that consumers are becoming more discerning, opting for purchases that align with their personal values and the broader societal impact. Brands that transparently communicate their commitments to these areas are likely to see increased loyalty and patronage from a more informed and conscientious customer base.

2. Retailers as Major Influencers for Generating Sales

Retailers are increasingly leveraging their platforms to influence consumer purchasing decisions directly. Through personalized marketing, curated experiences, and exclusive content, retailers are transforming into powerful influencers. This trend underscores the importance of omnichannel strategies that integrate online and offline experiences, enabling retailers to engage with consumers more personally and effectively drive sales.

3. AI will transform the way digital marketing and creative advertising is done in Nigeria

Artificial Intelligence(AI)  has emerged as a major buzzword in the last year or so. In 2024 (AI) is going into the practical stage and is revolutionizing digital marketing and creative advertising in Nigeria by enabling hyper-personalized content creation and delivery. AI’s capacity to analyze vast datasets for insights into consumer behavior and preferences allows for the crafting of targeted marketing strategies. This technological advancement not only enhances the relevance and efficiency of marketing campaigns but also paves the way for innovative advertising formats that resonate with the Nigerian audience.

4. Active Involvement in Health and Wellness

The increasing focus on health and wellness, particularly among the middle class, reflects a broader trend towards holistic well-being. This demographic is actively seeking products and services that support physical, mental, and emotional health, driving demand in sectors such as fitness, nutrition, and wellness tourism. Brands that can effectively tap into this health-conscious ethos, offering genuine value and quality, stand to gain a competitive edge.

5. Nano Influencer Marketing

The rise of nano influencers marks a shift towards more authentic, relatable marketing. With smaller but highly engaged followings, nano influencers offer brands a more personal and trustworthy means of connecting with niche audiences. This trend suggests that the impact of influencer marketing is not solely dependent on follower count but on the quality of engagement and community trust.

6. Competitive Pricing of Made-in-Nigeria Products

The growing emphasis on locally produced goods in Nigeria is set to make Made-in-Nigeria products more competitively priced. Fuelled by improvements in local manufacturing capabilities, government incentives and changing preferences, consumers will become more inclined towards patronage of local brands(Made-In-Naija Goods) at at competitive price levels and there will be focus on messaging that ties brands to the raw materials behind them, especially if these materials are sourced in Nigeria.

7. Ad Investments and Media Inflation

The rise in advertising investments, driven by media inflation rather than increased media activities, will likely be the consequence of the escalating costs of reaching audiences through traditional and digital channels, as other products and services grow in cost. This trend necessitates a strategic approach to media buying and planning, with a focus on maximizing return on investment through data-driven targeting and optimization of ad spend across platforms.

8. The Rise of Cocooning

Cocooning, the trend towards creating a comfortable, safe, and entertainment-filled home environment, has gained traction. This trend is reflective of consumers’ desires for a sanctuary amidst the chaos of the external world, driving demand for home improvement, entertainment technology, and comfort-driven products and services. Brands that can cater to the cocooning lifestyle through innovative, home-centric solutions will resonate with consumers seeking solace and convenience.

9. Increased Penetration of New Media Formats

The proliferation of new media formats, such as digital out-of-home advertising (DOOH), shoppable TV, and retail media, is transforming the advertising landscape. These formats offer immersive and interactive experiences, bridging the gap between advertisement and direct purchase. The increased penetration of these media formats underscores the importance of integrating innovative advertising solutions to capture consumer attention in an increasingly fragmented media environment.

10. Sustainability in Action Beyond Rhetoric

The growing call for sustainability in action represents a critical juncture for brands, demanding genuine, impactful measures beyond mere rhetoric. Consumers are increasingly holding companies accountable for their environmental and social impact, seeking transparency and tangible progress towards sustainability goals. Brands that can demonstrate real commitment and progress in their sustainability initiatives are likely to build stronger, trust-based relationships with their consumers.

Please reach out if you would like the full report and the recording.

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Summary of Key Findings

1. Widespread Awareness and Interest: Our survey revealed an overwhelming awareness of AFCON 2023, with 93.8% of respondents across the surveyed countries aware of the upcoming tournament, showcasing the sport’s significance beyond mere entertainment.
2. Viewership Intentions and Trends: A significant majority are not only aware of but eagerly anticipating the tournament, with 93% intending to watch. The data shows a high level of engagement, particularly in the 26-35 age group, and points to a gender gap in sports viewership.
3. Media Consumption and Preferences: Traditional TV remains the dominant medium for watching the games, but a considerable shift towards mobile platforms further highlights the changing landscape of media consumption in Africa.
4. Team Support: National teams enjoy strong support, reflecting the role of football in fostering national pride. Watching AFCON is a social affair, with many fans enjoying the games alongside friends and family, often over food and drinks.
5. Merchandise and Betting Trends: The tournament drives significant economic activity, with nearly half of the respondents purchasing team merchandise and over 60% engaging in sports betting, underscoring the commercial potential tied to such events.
6. Cultural and Social Impact: The survey captures the belief in AFCON’s substantial cultural and social impact, illustrating how football events are intertwined with the societal fabric of African nations.

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We also conducted research on several societal, technological, commercial, and development topics. Here is a quick recap of some of the reports we published in 2023.

The GeoPoll Socio-Political Barometer Survey – DRC

Throughout 2022 and 2023, GeoPoll conducted multiple rounds of the Socio-Political Barometer survey in the DRC in the lead-up to the 2023 elections. This series of surveys, employing a combination of modes and massive, representative samples from across the country, gathered rapid, accurate data on key social and political issues, reflecting public sentiment during a volatile election period.

Private Sector Investment in Climate Adaptation Innovations in East Africa

GeoPoll’s report, in collaboration with AVPA, the Lemelson Foundation, and Weber Shandwick, examined private sector investment in climate adaptation innovations in East Africa. It assessed the challenges and opportunities for investment in climate adaptation technologies, focusing on agriculture, health, and infrastructure. The comprehensive study, encompassing an extensive literature review, a representative survey, and expert interviews, provides a roadmap for impact investors and decision-makers to promote innovative climate adaptation technologies and financial models in East Africa.

South Africa Energy Crisis

Our April 2023 survey delved into South Africa’s well-publicized energy crisis, characterized by frequent power cuts, infamously known as load-shedding. The findings highlighted public dissatisfaction with energy provision, coping strategies, and the crisis’s impact on internet connectivity, food preservation, appliance damage, work, health, and safety. The report underlined the political implications of the crisis, with many respondents dissatisfied with the government’s response and its influence on upcoming elections.

Brand Africa 100: The Best Brands in Africa – 2023

GeoPoll’s collaboration with Brand Africa, Kantar, and Brand Leadership produced the 13^th Brand Africa 100 report, showing the most popular brands in Africa across several themes. The survey spanned 32 African countries, emphasizing consumer preferences and trends. It introduced new categories highlighting brands excelling in societal and environmental contributions, offering a panoramic view of brand perception across the continent.

Africa MSME Pulse Survey Report 2023

In its second edition, in collaboration with Africa 118, the Africa MSME Pulse survey interviewed small businesses in Ethiopia, Kenya, Nigeria, and South Africa to explore the current challenges, outlooks, and trends impacting small businesses in Africa. It covered aspects like employment, marketing channels, technology use, business finance, and information needs, providing a comprehensive understanding of small business dynamics in these countries.

Mental Health: GeoPoll Report and Findings

During Mental Health Awareness Month, we conducted a survey in Nigeria and Kenya, gathering insights into mental health triggers, relationships, workplace impacts, and service accessibility. The survey underscored the varied mental health ratings among respondents, highlighting positivity towards life despite challenges in work and relationships due to mental health issues, and pointed to the critical need for increased mental health awareness and better access to services.

Nigeria Elections 2023

In the run-up to the Nigeria 2023 Election, GeoPoll conducted an opinion poll to assess public perceptions around the state of the country and voting plans. After the election, we ran another survey analyzed the Nigerian Presidential Election of 2023, revealing public perceptions of voter turnout, election experiences, safety at polling stations, and views on the electoral process. Key findings included widespread concerns about election fairness, integrity, and trust in the electoral commission, reflecting significant public dissatisfaction with democracy and electoral transparency in Nigeria.

Opposition Party Protests in Kenya, Nigeria, and South Africa

On March 20^th 2023, Kenya, Nigeria, and South Africa carried out unprecedented, simultaneous protests. In our unique capability of collecting data faster than anyone else even in the face of challenges on the ground, GeoPoll conducted surveys in the three countries on the Protests Day, analyzed the data and released the report, all in the same day! The surveys assessed public opinions on national direction, frustration, and fears, as well as people’s participation and thoughts on the effectiveness of the protests.

Liberia 2023 Elections Survey

Liberia is another African country to hold elections in 2023. Ahead of the elections, GeoPoll’s survey unveiled public distrust in the government, widespread perceptions of corruption, socio-economic challenges, and a strong desire for increased female leadership. The survey also indicated high voter engagement and diverse factors influencing voter choices, emphasizing leadership qualities and experience over tribe and party affiliation.

Social Media Usage Trends in Africa: GeoPoll Report

Social media usage continues to grow exponentially in Africa. We conducted a survey across Ghana, Kenya, Nigeria, and South Africa to gather insights into social media’s evolving role. The report covered popular platforms, reasons for use, mobile dominance, e-commerce, advertising trends, and mental health implications of social media, providing a detailed view of its influence in communication and commerce.

Nigeria Traffic Report and Citizen Feedback on the New Rail Transit System

Lagos’ traffic jams are renowned world over. Part of the government’s plan to reduce the challenge was the introduction of the the Lagos Rail Mass Transit system in 2023. GeoPoll conducted a survey to delve into Nigeria’s traffic challenges and public perception of the new Transit system. It highlighted the daily struggles with traffic congestion and mixed expectations regarding the new metro system’s ability to alleviate these issues, reflecting on government efforts and public anticipation.

Online Influencers’ Influence in Kenya and Nigeria 2023

The position of the social influencer for brands is one that divides opinions. What, really, is the influence of influencers? GeoPoll’s study on the influencer landscape in Kenya and Nigeria explored social media platform usage, influencer types followed, trust in recommendations, their impact on purchasing decisions, and the top influencers based on public mentions, offered valuable, local insights into the digital influencer dynamics.We interviewed an influencer to hear her perspective from the other side, too.

Digital Dating in Africa – GeoPoll Report

Dating, as with most aspects of life, has gone digital in recent years. The 2023 GeoPoll report on digital dating in Africa, covering Ghana, Kenya, and Uganda, highlighted the significant use and impact of dating apps. It explored aspects such as app popularity, user demographics, motivations for app usage, popular platforms, app features, safety concerns, and the intersection of digital and traditional dating methods, to provide a comprehensive understanding of the digital dating landscape in these countries.

Looking ahead

There are just a few reports that we published, from our extensive research worldwide. We produced hundreds of high impact reports for our clients in international and local development, commercial brands, media houses, and other research agencies. These reports not only shed light on key societal and economic dynamics but also reflect GeoPoll’s commitment to delivering insightful, data-driven analysis.

As we move into 2024, we remain dedicated to producing high-quality, relevant research that provides valuable insights and informs decision-making in various contexts. Stay tuned for more pioneering studies and comprehensive data analysis that will continue to shape understanding and strategy in our rapidly evolving world.

For a deeper dive into each of these topics, please visit GeoPoll’s blog. Get exclusive GeoPoll reports direct to your email inbox by subscribing to our monthly newsletter. If you would like to commission research or provide ideas for studies we can run in 2024, please reach out!

The post 2023 GeoPoll Recap appeared first on GeoPoll.

The Transformation of Data Collection Methods

Data collection methods have evolved significantly, transitioning from traditional paper-based surveys and in-person interviews to more sophisticated, technology-driven approaches. This evolution is driven by the need to overcome challenges such as high costs, time constraints, and accessibility issues in remote or hard to reach areas.

Modern data collection leverages mobile and internet technologies, offering several advantages:

1. Broader Reach: Mobile-based methods, including SMS, voice calls (CATI), and internet-based surveys (such as mobile web, WhatsApp, and email surveys), enable access to broader audiences, including remote or marginalized communities.
2. Speed and Efficiency: Digital tools facilitate quicker data collection and processing, allowing for real-time insights and faster decision-making. GeoPoll has deployed fast surveys even in times of natural disaster or conflict, with real-time data flowing in to help stakeholders act fast.
3. Cost-Effectiveness: Reduced logistical and operational costs make large-scale surveys more feasible and frequent. You can run surveys in multiple countries from the comfort of a single office.

Improving Data Quality through Technological Innovations

The accuracy and reliability of data are crucial. Technological advancements play a key role in enhancing the quality of data collected:

1. Real-Time Data Monitoring: Technology platforms such as GeoPoll’s allow for immediate data tracking and analysis, ensuring timely identification and resolution of discrepancies.
2. Automated Quality Controls: Algorithms can efficiently detect and correct errors, enhancing data integrity.
3. Geo-Location Verification: All data privacy elements considered, geolocation technology confirms the geographical location of respondents (and interviewers in CAPI Surveys), adding a layer of authenticity to the data.

Data Processing and Reporting: Turning Data into Insights

Transforming vast datasets into actionable insights is a critical step in the decision-making process. Advanced data processing systems are capable of handling large volumes of data, converting them into meaningful information through:

• Analytical Tools:  Data analysis software helps identify trends, patterns, and correlations fast.
• Visualization Techniques: Data visualization tools, including charts, graphs, and infographics, aid in presenting complex data in an understandable format.
• Customized Reporting: Tailored reports meet specific needs and objectives, ranging from comprehensive analytical reports to concise summaries.

The bottom line – Better technology + better data = better decisions

The future of decision-making is increasingly reliant on the synergy between technology and quality data. This trend is not just about collecting information; it’s about equipping decision-makers with accurate, comprehensive, and timely insights.

The continuous advancement in data collection and analysis technologies promises more nuanced, rapid, and cost-effective research methods. This evolution is crucial for understanding complex global phenomena and making informed decisions in various sectors, from development and humanitarian aid to market research and public policy.

At GeoPoll, we have created a unique technology platform that handles the entire research process, from questionnaire development to reporting. The result is an unprecedented speed at scale, high-quality data, and reporting outputs that truly drive decisions. Contact us to learn more about our platform and survey research capabilities.

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