The conversations were dynamic, purposeful, and deeply aligned with GeoPoll’s mission of enabling organizations to access real-time, high-quality data across emerging markets. Below are some of my key reflections.

AI is the New Foundation of Africa’s Digital Transformation

A dominant takeaway from the conference was that AI is no longer a competitive edge, rather it is the foundation of business reinvention. Across industries, leaders demonstrated how AI and IoT are powering smarter agriculture, predictive analytics in fintech, intelligent automation in health and logistics, and data-driven policy design.

In a standout session moderated by Kitso Lemo (BCG), speakers including Mercy Ndegwa (Meta), Jamie Collinson (iSDA Virtual Agronomist), and Kevin Xu (Huawei Technologies) explored how AI is unlocking efficiency and inclusion across African economies.

The message was clear: Africa’s next leap forward depends on localized innovation powered by authentic African data.

Localization and the Data Imperative

Throughout MWC Kigali, participants emphasized the need for contextually relevant datasets to train AI models that reflect Africa’s languages, cultures, and consumer realities. This challenge is precisely where GeoPoll brings unique value.

Through GeoPoll AI Data Streams, we’ve built one of the world’s largest repositories of structured voice data from Africa with over 450,000 hours of verified recordings from more than 1 million individuals, spanning 100+ languages. These datasets are ethically sourced, demographically representative, and purpose-built for training Automatic Speech Recognition (ASR) models, Large Language Models (LLMs), and Generative Voice applications.

Localized datasets like these ensure that future AI systems, from chatbots to digital assistants, truly understand and serve African users.

Mobile-Led Innovation in Fintech, Gaming, and Everyday Life

The conference also spotlighted mobile-first innovation across fintech, entertainment, and gaming. In conversations with leaders from Visa, MTN, and GSMA, it became evident that Africa’s mobile ecosystem continues to drive engagement, commerce, and creativity.

GeoPoll’s own Gaming in Africa Report (2024) revealed that mobile dominates Africa’s gaming landscape, with 92 % of gamers using Google Play and 63 % making in-app purchases, many through mobile-money platforms. These insights reinforce MWC’s broader message: Africa’s digital future is mobile-first, data-driven, and youth-powered.

GeoPoll’s Role in Africa’s Digital Future

At GeoPoll, we sit at the intersection of data, technology, and social impact. Our proprietary solutions, from TuuCho, our always-on consumer-insights platform, to WhatsApp Research Communities (MROCs), and AI-driven Social and Speech Intelligence, empower organizations to understand audiences, test ideas, and monitor sentiment in real time.

Being part of MWC Kigali reaffirmed that Africa’s most transformative innovation will come not just from technology itself but from inclusive data that amplifies Africa’s voice.
That’s where GeoPoll continues to invest, in building the data infrastructure that powers decision-making and fuels AI innovation.

Looking Ahead

As AI, IoT, and mobile connectivity converge, Africa’s digital growth story is entering a bold new phase, one defined by intelligence, inclusion, and innovation at scale.

At GeoPoll, we’re proud to contribute to that story by providing the insights, tools, and data networks that help organizations turn algorithms into action.

John (JP) Murunga is GeoPoll’s Regional Director, Africa.

The post Africa’s Digital Future Unfolds at MWC Kigali: Reflections from GeoPoll appeared first on GeoPoll.

Traditional survey methods are highly effective in capturing structured information at scale, but often miss the nuance and emotion behind responses. Senselytic bridges this gap by analyzing natural conversations to reveal themes, sentiment, and patterns in real time. Combined with GeoPoll’s Speech Analytics AI Engine, Senselytic allows clients to uncover the why behind the data, faster and more cost-effectively than conventional qualitative methods.

Expanding What Surveys Can Deliver

Senselytic is fully integrated into GeoPoll’s existing data collection infrastructure, including CATI, CAPI, SMS, and online platforms. During standard interviews, enumerators or AI-powered workflows for self-administered surveys can include short, open-ended prompts, enabling respondents to elaborate freely on key topics and naturally share context, emotion, and experience.

Responses are automatically processed by GeoPoll’s proprietary AI models, which transcribe and analyze patterns across thousands of interviews, languages, and contexts. The system identifies recurring themes and emotional tones, producing structured outputs that complement quantitative findings. This approach allows organizations to understand both what people think and why they think it, without conducting separate qualitative studies or extending fieldwork timelines.

Senselytic builds on GeoPoll’s decades of experience in large-scale research across emerging markets. It leverages GeoPoll’s multilingual infrastructure, local expertise, and methodological rigor while adding an AI layer that enables faster, deeper, and more consistent qualitative insight.

“We see Senselytic as a natural evolution of how GeoPoll delivers data and understanding,” said Nicholas Becker, CEO at GeoPoll. “It allows us and our clients to capture not only measurable outcomes but also the human context behind them – something that’s been missing in traditional large-scale surveys.”

Early Applications

In recent studies, GeoPoll Senselytic has already demonstrated its potential to transform research outcomes across both development and commercial sectors, generating more actionable insights from the same data collection investment.

• In a regional food security assessment in Latin America for an international development organization, open-ended responses captured through Senselytic revealed new insights into household coping strategies and trust in aid programs, in the words of the citizens, context that traditional metrics alone would have missed.
• In a consumer perception study in East Africa for a global consultant, the AI analysis of open-ended conversations with respondents identified emotional drivers, such as aspiration, authenticity, and affordability, helping the client refine its brand positioning and communications strategy.

Deeper Insight at Scale

Senselytic combines the structure of quantitative surveys with the depth of qualitative analysis to provide:

• A more complete understanding of respondent motivations and experiences
• Faster turnaround compared to manual qualitative analysis
• Reliable, bias-free results powered by AI consistency
• Seamless compatibility with existing GeoPoll workflows and reporting systems

Availability

Senselytic is now available as an optional extension to all GeoPoll survey methodologies. For more information or to request a demonstration, visit www.geopoll.com/senselytic

The post GeoPoll Launches Senselytic to Bring AI-Powered Qualitative Insight to Quantitative Surveys appeared first on GeoPoll.

For over a decade, GeoPoll has supported development agencies, governments, researchers, media houses, and commercial clients with timely, high-quality data from some of the world’s most difficult-to-reach regions. Our work has always been rooted in real human insight, collected at scale through mobile-based methods, and made accessible through flexible, remote research infrastructure.

That hasn’t changed.

What has changed, and continues to evolve, is how we use technology to make this work faster, more scalable, and more efficient. We pioneered mobile-based research in emerging markets when connectivity was a challenge and few others were investing in the space. We built custom platforms that made it possible to collect data in hard-to-reach areas, quickly and affordably. And we’ve continued to innovate ever since.

At GeoPoll, no research project is ever identical to the last. Our teams are constantly solving for context, adapting methodologies, building tools in real time, and finding technical solutions that work in places where standard platforms fall short. It’s this practical, hands-on innovation that defines how we operate.

The Direction We Are Taking with AI

Artificial Intelligence is changing how work gets done across every sector, and research is no exception.

As a tech-first research company, we have spent the last several years building, testing, and refining a range of AI tools across our data pipeline. Today, we are pleased to share that AI is now fully integrated into how GeoPoll delivers research, not to tick trend boxes, but as a way to improve the speed, accuracy, and consistency of data collection in the field.

We have embedded AI into the real systems we already use, including but not limited to:

• AI helps validate survey logic and translations before fieldwork begins
• AI checks live data for inconsistencies or anomalies during collection
• AI reviews call transcripts to ensure enumerators follow protocol
• NLP models help code and categorize open-ended responses
• Predictive tools support sample targeting and flagging during tracking studies
• We have built AI models and tools to help with faster data analysis and reporting

Importantly, AI doesn’t replace our teams; it superpowers them. Every GeoPoll project is still led by experienced researchers and supported by local teams. AI allows them to focus on analysis and insight, rather than manual review or error handling.

Simply, we are an AI-enhanced, human-led research organization. Our approach is grounded in the same fundamentals: direct data collection from people on the ground, strong field oversight, and practical, decision-focused reporting. But we’ve embedded AI tools and processes across the research lifecycle to improve efficiency, scale, and quality.

In short, we are still powered by people, but now enhanced by AI.

Where We Stand on Synthetic Data

With growing industry interest in synthetic data and fully simulated insights to replace direct data collection entirely, we have been asked where we stand. The answer is simple:

GeoPoll remains committed to real data from real people.

In the markets we serve, where lived realities often diverge from global assumptions, it is critical to ground decisions in firsthand, current input. We believe that AI can and should enhance this work, but not replace it.

Through internal testing, including findings published in our Whitepaper on Synthetic Data, we have seen firsthand how research based solely on synthetic data can miss the nuance, variability, and context that only direct engagement can provide. It can surface assumptions, but it cannot substitute for experience.

We have the capability to generate synthetic datasets, powered by our technology and one of the largest archives of primary research data in emerging markets, based on over 50 million completed surveys. And we do use synthetic data where it makes sense: to test scripts, simulate responses, and explore hypotheses before live deployment.

But we draw the line at using synthetic data as the final source of truth.

GeoPoll’s position is clear: credible, contextual insight must be built on real people and real voices, especially in regions where reliable data is scarce, outdated, or absent altogether. Our view is that AI should improve how we gather and interpret that data, not bypass it entirely.

Supporting Responsible AI Development with GeoPoll AI Data Streams

Our commitment to real human data also extends to how AI itself is trained.

As large language models (LLMs) and other generative AI tools become more embedded in global systems, one of the most pressing challenges is the lack of representation from underrepresented languages, dialects, and regions, particularly across Africa, Asia, and Latin America. These gaps can result in systems that are biased, less accurate, or outright unusable for a large portion of the world’s population.

GeoPoll’s AI Data Streams was developed to help solve this problem.

In addition to our core research work, we now support a growing number of organizations, including technology companies and academic institutions, in training and fine-tuning AI models using ethically sourced, real-world data from the communities we’ve served for over a decade. This includes primarily voice data, open-ended text responses, and labeled datasets collected in local languages and dialects. These data inputs are collected with consent, anonymized, and processed through workflows designed for AI training quality.

We are contributing real, high-quality data from underrepresented regions to help build more inclusive, context-aware AI systems. We see this work as a natural extension of our mission, supporting decisions, technologies, and tools that are grounded in the realities of the people they aim to serve.

Learn more about GeoPoll AI Data Streams here.

What This Means Going Forward

If you’ve worked with GeoPoll before, you’ll continue to see the same responsiveness, reach, flexibility, and reliability you are used to. The difference now is in how quickly and intelligently we can operate and deliver, while maintaining the human focus that’s always defined our work.

If you haven’t worked with us before, we invite you to experience how authentic human data, enhanced by the right tools, can strengthen your decision-making and reduce the time it takes to get there. Reach out to learn more about how we combine AI innovation with practical, on-the-ground execution.

The post From our CEO: How GeoPoll is Using AI to Strengthen Real-World Research appeared first on GeoPoll.

The event featured compelling presentations, including Joy Masimane’s unveiling of key findings from GeoPoll’s latest FMCG report across 10 product categories; Frankline Mwenda Kibuacha, MCIM’s preview of the upcoming Kenya Establishment Survey 2025, rich with data on media, device, and internet behavior; and a live demonstration by Agnes Odongo showing TuuCho in action. We ran a full-scale survey and delivering insight-ready results from 1,000 respondents in under 60 minutes. The night blended innovation with elegance, highlighting GeoPoll’s commitment to transforming the future of research.

Why TuuCho?

In a landscape where brands and decision-makers need to respond faster than ever, waiting weeks for consumer data is no longer an option. TuuCho was born to eliminate that lag. It brings together the precision of AI with GeoPoll’s extensive global reach, giving you real-time, point-of-use insights exactly when and where you need them.

Here’s what makes TuuCho the new gold standard in consumer research:

• Real-time behavior tracking – No more delays. Get insights as behaviors unfold.

• Global scalability with local expertise – Tap into GeoPoll’s massive international panel, with trusted regional support.

• Fully integrated, flexible survey solutions – Designed to adapt to your research goals, channels, and timelines.

• Instant access to actionable insights – From question to decision, in record time.

Insights in Action

At the launch event, we didn’t just talk about speed, we proved it.

To demonstrate TuuCho’s real-time capabilities, we conducted a live survey during the launch event, with questions crowdsourced directly from the attendees. In less than 60 minutes, we gathered responses from 1,000 participants, processed the data, and delivered structured, actionable insights in under an hour; that’s the power of TuuCho in action.

Pioneering Reports Powered by TuuCho

To demonstrate the platform’s potential, we also unveiled two powerful new reports created using TuuCho:

• FMCG Consumers Report: A timely snapshot of fast-moving consumer goods trends, showcasing purchasing behaviors across key markets.

• Kenya Media Landscape Report: An in-depth look at how Kenyan audiences are consuming media in today’s evolving digital environment.

These reports mark the beginning of a new era where decision-making can be backed by fresh, in-the-moment data, not outdated assumptions.

What’s Next?

With TuuCho, GeoPoll is not just evolving, we’re leading. This platform is built for the bold: brands, agencies, and organizations ready to break away from traditional research timelines and embrace a smarter, faster way to understand their world.

We invite you to explore TuuCho and see what’s possible when AI meets agile insights. Contact us to learn more about how TuuCho can revolutionize your approach to consumer research, whether you’re tracking behavior across borders, launching a new product, or seeking fast feedback to power smarter decisions.

Watch Highlights from the TuuCho launch:

The post Introducing TuuCho: AI-Powered Leap into Real-Time Consumer Insights appeared first on GeoPoll.

Setting the Stage

Opening remarks were delivered by Mebs Tejpar and Gina Din-Kariuki, Chairperson of Brand Leadership Group. Both speakers passionately underscored the pivotal role that homegrown brands play in defining Africa’s identity and future influence on the global stage.

An Evening of Insight & Recognition

Guiding the evening was Thebe Ikalafeng, Founder and Chairman of Brand Africa, who traced the evolution of the Brand Africa 100 initiative and shared thought-provoking insights on brand perceptions across African nations.

GeoPoll’s East Africa Regional Director, John (JP) Murunga, and Kantar East Africa’s Chief Growth Officer, Daniel Oseman, then took the stage to present an in-depth look into the survey’s methodology and findings. Their presentation revealed the scope and scale of this year’s study, emphasizing the voice of the African consumer in brand admiration.

Key Insights from the 2025 Survey

• 30+ countries across all 5 regions representing over 80% of Africa’s population.
• 15,000+ respondents aged 18 and above.
• Over 300,000 brand mentions, covering 3,000+ unique brands.
• Only 11% of the Top 100 brands admired by Africans are African-made — the lowest in Brand Africa 100 history. In Kenya 25% of the top brands are African made.

Celebrating Kenya’s Standouts

• Safaricom retained its position as Kenya’s Most Admired Made-in-Kenya Brand and Most Admired NSE-listed Brand.
• Equity Bank emerged as the Most Admired Financial Services Brand Made in Kenya.
• Globally, Nike held its top spot as Africa’s Most Admired Brand, while MTN was lauded as the leading African brand contributing positively to society.

Kenya’s Most Admired Brands 

Most Admired Alcoholic Beverage Brands

Most Admired African Brand

Most Admired Auto-Manufacturers Brands

Most Admired Consumer, Non-cyclical Brands

Most Admired Personal Care Brands

Most Admired Retail Brands

Most Admired Media Brands

Most Admired Financial Services Brands

Most Admired Doing Brand Doing Good for Society, and the Environment – Non-Profit

Most Admired Doing Brand Doing Good for Society, and the Environment – Private Sector

Most Admired Country Contributing to a Better Africa

Most Admired Telecommunications Brands

Most Admired African Brand

Most Admired African Brand Contributing to a Better Africa

Outstanding Awards

At the 2025 Brand Africa 100: Kenya’s Best Brands awards, three exceptional leaders were honored for their visionary contributions across different sectors. William Kalombo, CEO of Marketing Africa Limited, received the Award for Distinguished Leadership in Industry for his pivotal role in shaping Kenya’s marketing landscape, notably through initiatives like the Nairobi Marketers Night and his impactful mentorship efforts. Brenda Mbathi, CEO of Two Rivers International Finance and Innovation Centre, earned the Award for Distinguished Leadership in the Private Sector, recognized for her instrumental work in positioning Kenya as a hub for finance and innovation through Africa-led investment and global partnerships. In the public sector, Agriculture and Livestock Development Cabinet Secretary Mutahi Kagwe was awarded the Distinguished Leadership in Public Service accolade for his transformative leadership, particularly in public health reforms, digital transformation, and elevating Kenya’s international standing through effective governance.

Performance of African Brands 

In 2025, African brands have dropped from 14% to 11% share of the Top 100 Most Admired Brands in Africa, demonstrating a persistent challenge in growing homegrown brand loyalty across the continent.

Leading the charge once again are iconic African names, with MTN (South Africa), Dangote (Nigeria), Azam Group (Tanzania), DStv (South Africa), Glo (Nigeria) and Jumia (Nigeria) maintaining their positions as the Top 5 most admired African brands, based on spontaneous brand recall.

Despite their strong presence, the overall African brand representation remains low, calling for renewed efforts to nurture, support, and promote Made-in-Africa brands across sectors.

Discover the full list of the 2025 Top 100 Most Admired Brands in Africa and see how brands are performing across the continent.

Conclusion

GeoPoll was pleased to once again partner with Brand Africa and Kantar on the launch of this year’s Brand Africa 100, an annual list of the top brands in Africa and in the key sectors. This year marks 15 years since Brand Africa’s launch, aand GeoPoll is proud to have played a pivotal role in this journey by supporting data collection through its mobile-based research methodology since 2014.

In Kenya, as in other countries, GeoPoll’s mobile surveys enabled the capture of timely, reliable insights from a broad and diverse demographic, ensuring the rankings reflect authentic consumer perceptions. This continued collaboration highlights GeoPoll’s commitment to advancing African-led narratives through rigorous, accessible data and reinforces the importance of research in shaping brand and policy landscapes on the continent.

Contact us to learn more about the survey, our capabilities, or to get deeper insights into brands in Africa.

The post 2025 Awards: Brand Africa 100 – Kenya’s Most Admired Brands appeared first on GeoPoll.

In line with this theme, GeoPoll conducted a study on gender equality in Ghana, Kenya, and Nigeria during the first week of March 2025. The survey aimed to gather data on public awareness of International Women’s Day, gender equality in education and workplaces, experiences of discrimination and harassment, as well as actions taken to address gender inequality.

International Women’s Day Awareness

We aimed to assess public awareness of International Women’s Day and how respondents planned to commemorate it. This year, 83% of respondents were aware that March 8th is International Women’s Day, an increase from our similar surveys in previous years. Among those who were aware, many expressed their intentions to support women-led initiatives, mentor young girls, and engage in discussions about gender equality.

Gender Equality Perceptions

The survey examined perceptions of gender equality in various areas of life. Overall, 70% of respondents believe that men and women have equal opportunities in society, 26% disagreed, and 4% were unsure.

Regarding gender equality in education, 75% of respondents affirmed that boys and girls have equal opportunities to succeed in school. Ghana reported the highest percentage, with 81% agreeing. However, 22% of respondents felt gender disparities still exist in education.

Gender Inequality in the Workplace

The workplace continues to be a significant area of debate regarding gender equality. This year, 32% of respondents strongly agreed that men and women are treated equally, while 23% slightly agreed. In contrast, 19% slightly disagreed, 17% strongly disagreed, and 11% remained neutral.

When it comes to disparities, promotion opportunities were the main issue: 38% of respondents believed that men are promoted more often than women. In comparison, only 19% felt that women have better chances for promotion. A mere 2% of respondents believed that women earn more than men.

Despite these concerns, there is strong support for equal treatment in the workplace: 69% strongly agreed that men and women should have equal opportunities for pay and advancement.

Gender difference at the workplace.

The survey aimed to uncover perceived gender differences in the workplace. Among the respondents, 29% observed that women receive promotions more frequently, while 25% reported that men are promoted more often. Meanwhile, 22% stated that they had not witnessed any gender-based disparities. Additionally, 15% of participants indicated that men receive higher pay, compared to 6% who believed women are paid more.

Gender Discrimination and Sexual Harassment

The survey explored the prevalence of gender discrimination and sexual harassment among respondents. This year, it was found that 58% of participants reported having experienced gender discrimination, while 35% indicated they had not, and 7% were uncertain. The survey identified several key areas where discrimination occurred, including:

• Workplace: 46%
• Schools: 37%
• Government offices: 35%
• Home: 21%

These findings highlight critical areas of concern regarding gender discrimination in various environments.

Government Efforts Towards Gender Equality

Public opinion regarding government efforts to promote gender equality is mixed. Governments in Ghana, Kenya, and Nigeria have implemented various policies and initiatives aimed at reducing gender disparities. These efforts include programs to increase female representation in leadership, initiatives to address the gender pay gap, and campaigns against gender-based violence.

For example, Kenya has strengthened legal frameworks to protect women from workplace discrimination, while Ghana has introduced initiatives to encourage female entrepreneurship. In Nigeria, the government has expanded policies to support women’s participation in politics and decision-making processes. However, challenges persist, including inconsistent enforcement of these policies and cultural barriers that hinder progress.

When asked if their governments were doing enough to ensure gender equality, the responses were as follows:

• 31% slightly agreed
• 24% strongly agreed
• 16% strongly disagreed
• 16% neither agreed nor disagreed
• 14% slightly disagreed

Prevention of gender inequality.

Efforts to prevent gender inequality received strong support from survey participants. A significant 55% emphasized that integrating gender equality into training and education is crucial, and an equal percentage advocated for raising awareness on equality. Additionally, 41% recommended the implementation of clear policies on gender, while 38% stressed that everyone should stand up for their rights. The survey also highlighted the need for better gender representation in politics, as noted by 37% of respondents, and 26% urged closing the pay gap between men and women.

The Path Forward

Achieving gender equality is a multifaceted effort requiring coordinated actions from governments, businesses, and communities alike. Recent studies emphasize several critical steps to promote gender inclusion. These include the integration of gender equality principles into educational frameworks, the establishment of clear and effective policies, and the enhancement of women’s representation in leadership positions. Focusing on these key areas can help stakeholders create a more equitable society.

Conduct Further Research with GeoPoll

GeoPoll conducts surveys globally through mobile-based methodologies, reaching diverse populations efficiently. Our research helps brands, international organizations, and governments gain valuable insights into societal challenges. For more information on our capabilities or to request a quote for an upcoming study, please contact us.

The post The Gender Equality Report: International Women’s Day 2025 appeared first on GeoPoll.

GeoPoll, alongside Kantar, Integrate, Analysis, and other partners, conducted extensive surveys across more than 30 countries to assess the most admired brands. The results of the 14th edition were announced in May, with country announcements ongoing. Last week, the results for Uganda were announced, and we are happy to share the results. 

The findings unveiled a surprising revelation: while 86% of consumers admire African brands, only 14% of the most admired brands are actually manufactured in Africa.  

Similarly, the survey indicated that 65% of Ugandans have confidence in local brands, demonstrating a high level of trust and support for products and services made in Uganda. However, only 35% of respondents reported actively consuming these local brands. This significant gap between confidence and consumption highlights the larger obstacles that African brands encounter throughout the continent. 

The ceremony took place at Fontis Residence Hotel in Kampala, saw Thebe Ikalafeng, Chairman of Brand Africa, and Publics Africa Communications present awards to the most admirable Ugandan brands. 

Uganda’s Most Admired Brands   

Most Admired Consumer, Non-cyclical Brands 

Most Admired Personal Care Brands 

Most Admired Alcoholic Beverages Brands 

Most Admired Non-Alcoholic Beverages Brands 

Most Admired Telecommunication Brands 

Most Admired Electronics/Computers Brands 

Most Admired Apparel Brands 

 Most Admired Auto-Manufacturers Brands 

Most Admired Sports and Fitness Brands   

Most Admired Technology 

Most Admired Financial Services Brands 

Most Admired Media Brands 

Most Admired Doing Good for Society, Environment and People   

Most Admired African Brands 

Country Contributing to a Better Africa 

Most Admired Brand in Ugandan 

Most Admired Ugandan Brand 

At the ceremony, Ms. Doreen Silver Katusiime, the Permanent Secretary at Uganda’s Ministry of Tourism, Wildlife and Antiquities, emphasized the significance of the awards in relation to Uganda’s goal of promoting local content and fostering sustainable economic development. She stated, “Uganda takes great pride in hosting the Brand Africa 100 Awards, an event that deeply resonates with our vision of nurturing local talent and driving sustainable economic growth. The acknowledgement of these brands today extends beyond mere celebration of success; it serves as an inspiration for future generations of African entrepreneurs to strive for excellence and contribute to the ongoing prosperity of the continent.” 

Performance of African Brands 

African brands have retained a 14% share of Top 100 most admired brands in Africa for the second year in a row. African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, South African media group, DStv are among the overall most admired brands across the continent. Click here to get the full Top 100 most admired brands in Africa 

The post Brand Africa: Top Brands in Uganda appeared first on GeoPoll.

The opening remarks were given by Gina Din-Kariuki, Chairperson of Brand Leadership Group and Founder & Chairperson of Gina Din Group, along with H.E. Peter Maddens, Ambassador of Belgium. Both speakers emphasized the significance of local brands in influencing the future of Kenya and the world. 

The Master of Ceremony, Thebe Ikalafeng, who is the Founder and Chairman of Brand Africa, shared insights about the Brand Africa 100 journey. He discussed how different countries across Africa perceive their brands. Later, he invited GeoPoll’s Senior Manager of Marketing and Outreach, Frankline Kibuacha, and Daniel Osema, MD of Kantar East Africa, to the stage. They shared details about the extensive surveys, which involved over 300,000 data points from more than 30 African countries. 

Key Data Points 

• 30+ countries in all 5 regions representing 80% of the continent’s population, collectively account for 85% of Africa’s GDP 

• 15000+ individuals over 18 years old. 

• Over 300,000 brand mentions and 3,000 unique brands. 

• Between 2011 and 2021, on average, only 20% of the most admired brands in Africa are made in Africa. 

• Africans (64%) believe in Africa, but not loyal to African brands (14%) 

Kenya’s Most Admired Brands  

Most Admired Consumer, Non-cyclical Brands 

Most Admired Retail Brands 

Most Admired Personal Care Brands 

Most Admired Alcoholic Beverages Brands 

Most Admired Non-Alcoholic Beverages Brands 

Most Admired Telecommunications Brands 

Most Admired Electronics/Computers Brands 

Most Admired Auto-Manufacturers Brands 

Most Admired Sports and Fitness Brands 

Most Admired Technology Brands 

Most Admired Financial Services Brands 

Most Admired Media Brands 

Most Admired Doing Good for Society, Environment and People 

Outstanding Awards 

• Africa Brand Leadership Excellence Award 

Dr. Abbas Gullet, the Chief Executive Officer of Boma Panafrican Ltd, and former Secretary General of the Kenya Red Cross Society received the prestigious Africa Brand Leadership Excellence Award, acknowledging his exceptional contributions and impactful leadership across the continent. 

• Africa Brand Leadership Awards 

Absa Kenya and its CEO Abdi Mohamed won the prestigious 2024 Africa Brand Leadership Awards, recognized for excellence in brand building and leadership.

• Most Admired NGO/UN Doing Good for Society, Environment, and People Brand 

UNICEF Kenya received the Brand Africa award for the Most Admired NGO/UN Doing Good for Society, Environment, and People Brand in Kenya. They were recognized for their commitment to children’s rights and well-being across the country and beyond.    

The 2024 Brand Africa 

African brands have retained a 14% share of Top 100 most admired brands in Africa for the second year in a row. African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, Zambian consumer group, Trade Kings, Nigerian telecommunications group, Glo, South African media group, DStv and Ethiopian Airlines retain their respective positions as the Top 5 most admired African brands spontaneously recalled. Get the full top 100 brands in Africa. 

“Brand admiration is the most desired state of a brand’s health. Building, strengthening and leveraging it is the most important objective of branding.” – Park, MacInnis and Eisingerich, Building a Business People Love 

The post Highlights from Brand Africa 100: Kenya’s Best Brands 2024 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.

The post Top Trends in 2024: Media, Consumer and Markets Insights – Nigeria appeared first on GeoPoll.

As the African economy continues to flourish, it becomes increasingly crucial to identify and celebrate the brands that resonate most with African consumers. The Brand Africa 100 serves as a definitive guide, showcasing the brands that have successfully captured the hearts and minds of the African populace.

Covering 32 African countries, which collectively represent over 85% of the continent’s GDP and population, the survey and rankings provide the most comprehensive reflection of brand perception and affinity among the diverse African consumer base. The extensive research conducted between February and April 2023 meticulously analyzed and evaluated brands from all economic regions within Africa.

Data collection, spearheaded by Geopoll, ensured the broadest and most representative sampling, guaranteeing the authenticity and reliability of the rankings. The subsequent analysis and rankings were expertly led by Kantar and Brand Leadership, leveraging their expertise in market research and brand evaluation.

Highlights from the Brand Africa 100 2023 Report

• Despite optimism with the progress of AfCFTA and other initiatives to drive African initiatives, African brands regressed 20% from a 10-year high of 17% to 14% share of the Top 100 most admired brands in Africa, as stalwart African brands, MTN dropped out of the Top 10, and all African brands lost ground, except Zambia’s Trade Kings, the highest African mover and new at #38.
• Europe, led by Adidas at #2, has grown its share of the most admired brands in Africa to 37%, ahead of North America at 32% led by Nike, the #1 brand for the 5^th consecutive year, and Asia which retains its 17% share led by Samsung, the #3 brand for the 3^rd consecutive year.
• In a new category of brands that are doing good for people, society and the environment, inspired by business shifting from profit to purpose, Unicef emerged as the #1 NGO, Coca Cola the #1 non-African brand and MTN the #1 African brands.
• In a category-specific ranking of the Top 25 financial services brands, Africa’s oldest banking group, Standard Bank, surged to the #1 most admired brand in Africa, displacing GTBank, which had led the rankings for the past three years, but is reeling from recent UK regulatory issues, service challenges, and a tough competitive environment. The category is dominated by South African (6) and Nigerian (6) brands, which account for 48% of the rankings, with the USA (4), led by VISA, at 16% percent, making up 64% of the Top 25 brands.
• In a category-specific ranking of the Top 25 media brands, DSTV, the consumer brand of the Multichoice Group, retains its dominant ranking ahead of BBC and CNN as the most admired media brand in Africa. Consistent with previous rankings, non-African media dominate the continent, accounting for 76% of the Top 25 brands.
• MTN is the most admired African brand in the Top 100 brands recalled spontaneously, while Dangote has retaken the lead as the most admired brand when respondents are prompted to recall an African brand specifically.
• Fifteen (15) percent of the Top 100 brands are new entrants, led by USA’s Oral B the highest mover at #34, Zambia’s Trade Kings at #38 and the USA’s Jordan at #42.

Select Rankings

Most Admired Brands – Top 100

1. Nike (USA)
2. Adidas (Germany)
3. Samsung (Korea)

Most Admired African Brands (Prompted)

1. Dangote (Nigeria)
2. MTN (South Africa)
3. DStv (South Africa)

Most Admired Africa Brands (Unprompted)

1. MTN (South Africa)
2. Dangote (Nigeria)
3. Tradekings (Zambia)

 Most Admired Media Brands

1. DStv (South Africa)
2. BBC (UK)
3. CNN (USA)

Most Admired Financial Services Brands

1. Standard Bank (South Africa)
2. Equity Bank (Kenya)
3. ABSA (South Africa)

Companies that best exemplify Africa Pride

1. Dangote (Nigeria)
2. Ethiopian Airlines (Ethiopia)
3. MTN (South Africa)

Sustainability – Doing Good for People, Society and the Environment – NGO

1. Unicef (USA)
2. WHO (USA)
3. Red Cross (Switzerland)

Sustainability – Doing Good for People, Society and the Environment – African Brands

1. MTN (South Africa)
2. Dangote (Nigeria)
3. Azam Group (Tanzania)

Sustainability – Doing Good for People, Society and the Environment – Non-African Brands

1. Coca-Cola (USA)
2. Vodafone/Vodacom/Safaricom (UK)
3. Unilever (UK)

Read the full Report. 

The Bottomline

The Brand Africa 100 2023 report presents a wealth of insights and highlights notable trends shaping the African market. From the dominance of European and North American brands to the rise of purpose-driven initiatives, the report offers a comprehensive view of the African brand landscape. It encapsulates the spirit of African entrepreneurship, innovation, and consumer preferences and serves as a valuable resource for businesses, marketers, and consumers alike, providing valuable insights into the brands that are shaping Africa’s economic and social landscape. GeoPoll is proud to play a part in this important initiative.

Get the complete report on the Brand Africa website and join the conversation that continues to shape the future of branding in Africa. Keep an eye on the GeoPoll and Brand Africa social media for local launches of the Top Brands in select countries.

Do not hesitate to contact us for further clarification on the methodology we used, to dive deeper into the data, or to conduct brand surveys throughout Africa and the world.

The post Brand Africa 100: The Best Brands in Africa – 2023 appeared first on GeoPoll.