Watch the launches on the Brand Africa YouTube Channel.

Now in its 11th year, Brand Africa 100 is a consumer-led survey that seeks to establish brand preferences across Africa. GeoPoll facilitated Brand Africa’s data collection through mobile-based surveys conducted in 28 countries covering all economic regions in Africa, making it the most comprehensive survey on brands in Africa.

In this article, we will highlight some of the rankings. You can access the full report in African Business Magazine here.

Methodology

This research, which yielded more than 80,000 brand mentions and over 2,000 unique brands, was a collaborative effort with GeoPoll collecting the data and Kantar and Brand Leadership providing the analysis and insights.

Data was collected independently using Geopoll’s mobile survey platform, drawing a sample of more than 10,000 respondents from our own database of 250+ million respondents and other recruitment channels during the first quarter of 2021.

With the final coded data, Kantar calculated a score for each brand and created an index that took into account the sample and population sizes of each country, weighted on the gender and population of the countries covered. The brands were analyzed to ensure there were no duplications and no generic categories rather than trading brand mentions.

Most Admired Brands in Africa Overall

This year’s ranking has proven the resilience of established brands with little change at the top of our rankings, despite a tumultuous year and despite extending the survey to a larger sample of respondents. Given the coronavirus pandemic’s omnipresence, Brand Africa sought to determine its impact on the brands’ balance of power and status in the rankings. There was little change among our survey of Africa’s Most Admired Brands as US sportswear brand Nike retained its top spot. Samsung was third for the third consecutive year and Coca-Cola maintained its 4th spot.

Brands Responding to COVID-19

In 2021, due to the pandemic, a new question was added to the survey to identify the brands that Africans perceive to be the most helpful during the ongoing pandemic.

Unsurprisingly, given its global role and media presence during the pandemic, the World Health Organization (WHO) emerged top in the list of brands perceived to have been the most helpful during the pandemic. Governmental agencies, international bodies, and NGOs represented 20% of the brands named by respondents – organizations like WHO and Unicef, the Africa Centers for Disease Control, and USAID – while private sector companies represented 80%. South Africa’s MTN, which donated 7m Covid-19 vaccine doses to nine African countries, is the leading private sector brand at the second position in a private sector list where all multinational mobile operators in Africa made the list of the Top 25. Leading pharmaceutical groups, Johnson & Johnson and AstraZeneca, also made the list.

Most Admired African Brands

­­As usual, this year we asked respondents to name their most admired African brand. The resulting list shows a 28% change from last year, with several upstart local brands muscling their way into the Top 25. Dangote, MTN, DStv and other giants dominated the list again. The top newcomer, muscling in at position 10, is Bathu, a relatively new South African shoe brand that was formed less than five years ago.

Most Admired Financial Brands

The financial services sector was again dominated by African brands, particularly from South Africa (7), Nigeria (6), and Kenya (3), who made up over 75% of the Top 25 brands. The sector was marked by adaptation to the digital era, acquisitions, and support for customers during the pandemic’s tough economic conditions. GT Bank held on to the top spot for the second year in a row after another strong financial performance and restructuring to attract digital customers. The biggest change came from Kenya’s Equity Bank which moved up 6 places following expansion in East and Central Africa.

Most Admired Media Brands

The media category continues to reflect a bias towards non-African media which represent more than 75% of the most admired media in Africa. With coronavirus limiting entertainment options beyond the home, digital businesses including streaming services such as Netflix thrived. The rise of National Geographic (new entrant into the top list) and the maintenance of mainstay news brands such as BBC, CNN, and Al Jazeera, which are all accessible through South Africa’s DStv platform, propelled DStv to leapfrog BBC as the #1 media brand in Africa.

Africa’s story and perceptions continue to be shaped outside its borders because all other media brands in the top ten of the media category are non-African (apart from DSTV).

Conduct Mobile Surveys in Africa

Brand Africa has been using GeoPoll’s research platform for data collection since 2015 due to the high penetration, convenience and effectiveness of mobile across Africa. Conducting interviews via mobile ensures a wider reach and expediency in conducting research across the continent than would be possible with face-to-face interviews. To learn more about GeoPoll’s coverage and capabilities in Africa, please contact us.

The post Brand Africa 100 – The Top Brands in Africa appeared first on GeoPoll.

As part of its study in April 2021 on the ongoing economic, social, and health impacts of the Coronavirus pandemic in sub-Saharan Africa, GeoPoll asked respondents in Côte D’Ivoire, the Democratic Republic of Congo (DRC), Kenya, Mozambique, Nigeria, and South Africa about their likeliness to take the vaccine when it becomes available – and when they think that might be. We also asked if they have been provided enough trustworthy information about the vaccine and about any concerns they might have.

This article draws from that study, focusing on perceptions, expectations, and concerns about the COVID-19 vaccine. You can access the full interactive result dashboard and download the report for free here.

Trustworthy Vaccine Information

After living with the pandemic for more than a year, many questions and uncertainties remain. In this study, less than half the respondents (48%) believe they have been provided enough trustworthy information about the COVID-19 vaccine. Persistent rumors around the vaccine have clearly degraded peoples’ confidence in the information available to them and demonstrate the importance of stakeholders battling misinformation around vaccines.

Likeliness to Get the Vaccine

Respondents’ likeliness to get the vaccine mirrors their trust in the information available about the vaccine. Only 48% of respondents across countries said they would probably or definitely get the vaccine right away if it was available for free. That is down from 62% in our previous study in November 2020, further illustrating the impact of continued negative information about the vaccine.

Concerns About the Vaccine

Overall, the top reasons why respondents may not get the vaccine are uncertainty about its effectiveness and potential health risks. That does not hold true in each country, however, as shown in the chart below.

Expectations About Vaccine Availability

Looking ahead, the opportunity to interrupt virus transmissions and initiate social and economic recovery in sub-Saharan Africa largely hinges on the availability and distribution of vaccines. All of the sub-Saharan African countries included in this study have initiated limited vaccination programs, mainly procured through the COVID-19 Vaccine Global Access (COVAX) Facility, but at this point there are simply not enough doses available to approach herd immunity.

The delayed rollout of the vaccine so far in Africa has pushed back when respondents from all six countries in this study expect the vaccine will be available to the public.

In our study in November 2020, 31% believed a vaccine would be available in the first half of 2021. Only 10% believed it would be available in the second half of 2021 and 5% believed it wouldn’t be until 2022. In this study, the percentage that believe the vaccine will be available in the first half of 2021 dropped from 31% to 26%. The percentage that believes the vaccine will be available in the second half of 2021 jumped from 10% to 34%, and the percentage that predict it will not be available until 2022 or later jumped from 5% to 30%.

Follow GeoPoll for Continued COVID-19 Research

Throughout 2021, GeoPoll will continue to monitor the long-term implications of COVID-19 and sentiments towards a vaccine in sub-Saharan Africa and around the globe. Sign up to be updated when GeoPoll releases new COVID-19 research, and please contact us if you require additional information regarding this study or would like to conduct your own research using GeoPoll’s mobile- based data collection capabilities and global reach.

The post Report: COVID-19 Vaccine Perceptions and Hesitancy in Sub-Saharan Africa appeared first on GeoPoll.

This article draws from GeoPoll’s May 2021 report on the ongoing economic, social, and health impacts of the coronavirus pandemic, as well as vaccine perceptions from a survey we conducted in Côte D’Ivoire, the Democratic Republic of Congo (DRC), Kenya, Mozambique, Nigeria, and South Africa in March/April 2021. You can access the interactive result dashboard and download the report for free here.

In this article, we will focus on the economic impact of the pandemic, particularly how personal and household incomes have changed, how consumer spending habits have shifted, and the financial outlook for the next couple of months.

Incomes Have Decreased

The coronavirus pandemic has seen many industries suffer the brunt of a forced change in lifestyle as governments imposed measures to cut the spread of the disease. Many businesses closed down or reduced capacities, leading to income and job losses for many people.

The World Bank, in its biannual economic analysis for the region in March 2021, projects sub-Saharan Africa will see moderate economic growth this year, rebounding from the COVID-19 induced recession of 2020. However, the resurgence of the pandemic is dampening those projections, and many are at risk of suffering further setbacks to their personal finances and living standards.

In GeoPoll’s previous study on the ongoing impact of COVID-19 from November 2020, 79% of respondents stated their income had decreased since June 2020. Our current study shows that downward trend continuing with 64% saying their income has decreased since January 2021. The largest segment (42%) say it has decreased a lot.

In Kenya, the recent resurgence of the pandemic and renewal of government restrictions around the time the survey ran appears to have had a severe economic impact, with 79% of respondents in the country reporting a decrease in income. Young people in Kenya appear to be particularly affected, with 66% of respondents ages 15-25 saying their income has decreased a lot. Only 10% of respondents across countries said their income has increased even a bit.

Consumer Spending Changed

Spending on food and other necessities has fluctuated significantly since the start of 2021. When asked to compare their current spending on food and other necessities to three months ago, most respondents choose the extremes, saying it either decreased a lot (27%) or increased a lot (24%). Only 12% of respondents say it has not changed.

Nigeria’s inflation rate rose to 18.17% in March 2021, hitting a 4-year peak due to the impacts of COVID-19. Food inflation in particular rose to 22.95%, putting even more pressure on households faced with rising unemployment and shrinking incomes. In our study, 68% of respondents in Nigeria stated that their spending on food and other necessities has increased since January 2021. Almost half (47%) say it has increased a lot.

The overwhelming reason why respondents across countries say their spending on food and other necessities has decreased is that they have less money (76%). For respondents that stated their spending on food and other necessities has increased, 85% claim the increase is because prices have gone up. In Nigeria, that number rises to 94%.

With 64% of respondents saying their income has decreased since January 2021, it is understandable that 60% of respondents say their spending on non-essential items has also decreased. In Kenya, where 79% of respondents experienced a decrease in income, 51% say their spending on non-essential items has decreased a lot. It is likely a matter of prioritizing essentials such as food over non-essentials such as fashion items.

Most respondents across countries (65%) say the reason why their spending on non-essential items has decreased is because they have less money. Almost 18% say it is because they are spending more elsewhere – likely on food and essentials. Of the relatively few respondents that say their spending on non-essential items has increased, 77% attribute the increase to a rise in prices. In Nigeria, 90% attribute it to a rise in prices.

How the Near Future Looks Financially

The prevalent drop or stagnation in income in sub-Saharan Africa has understandably impacted consumer finances and spending.

Across countries, most respondents (53%) say they are extremely concerned about paying expenses in the next three months.

The level of concern is particularly high in Mozambique with 70% of respondents saying they are extremely concerned, in line with World Bank’s assessment that a sizeable number of Mozambicans could fall back into poverty as a result of the pandemic. Conversely, in the Democratic Republic of Congo almost half (46%) of respondents say they are not concerned at all about paying expenses. That is 12% higher than Côte D’Ivoire and more than double the other four countries included in this study.

Looking ahead, respondents have polarized views about their financial future. When asked to rate their optimism about their financial situation improvising in the next three months, 37% are not at all optimistic and 35% are extremely optimistic. Respondents ages 26-35 are slightly more optimistic than the other age groups with 38% saying they are extremely optimistic. Women are more likely to be extremely optimistic than men (38% to 32%).

Nigeria stands out as having the brightest outlook for the future. Despite the tumultuous first few months of 2021, 46% of respondents in Nigeria are extremely optimistic about their financial situation improving in the next 3 months. Respondents in the Democratic Republic of Congo are the most skeptical, with only 27% extremely optimistic and 54% not at all optimistic. According to the United Nations, one-third of the DRC’s population is currently facing acute hunger due to conflict and the economic impacts of COVID-19, providing possible context for that skepticism.

About This Survey

This study was implemented by GeoPoll using our own mobile research platform and respondent database via two-way SMS between March 24th and April 12th, 2021 with some countries completing data collection earlier than others.

The study questionnaire was designed by GeoPoll researchers and translated where needed and was run in six countries: Côte D’Ivoire, the Democratic Republic of Congo, Kenya, Mozambique, Nigeria, and South Africa. The total sample size was 400 per country and 2,400 total, which provides a 5% margin of error and a 95% confidence interval. GeoPoll used a simple random sampling technique from GeoPoll’s respondent database of mobile subscribers in each country surveyed. The sample was nationally representative by age, gender and location (ADM1).

For more information on the sample and methodology, to request copies of the questionnaire and response data, or to speak to a GeoPoll representative on conducting surveys in Africa, Asia and Latin America, please contact us.

The post Report: The Economic Impact of COVID-19 in Africa appeared first on GeoPoll.

Benard Okasi Interview

Benard Okasi is GeoPoll’s Director of Research, and oversees GeoPoll’s research team and data outputs. Below is an abbreviated version of a conversation he had with Roxana Elliott, VP Marketing, about his background in research and how the industry is shifting to mobile methods.

Roxana Elliott: Thanks for joining me! Can you start by telling me a bit about your background and where you worked before GeoPoll?

Benard Okasi: Prior to GeoPoll I was at Synovate, a research company that operates in multiple countries – I started there in 2011 and it was later acquired by Ipsos in 2012. At Ipsos I worked in different positions, moving from a research assistant up to a senior research executive. My role was mainly business development, project management and providing insights to clients through reports with actionable insights. Towards the end of 2014, my main focus was on Coca Cola account, and I was placed at Coke as an implant for a year where my main role was to support the client on the projects that were executed by Ipsos for Coke in the then CEWA business unit team.

RE: Why did you first come to GeoPoll and how long have you been here?

BO: While working at Ipsos, the CEO of GeoPoll gave a presentation to research firms in Nairobi about mobile research and where the future of data collection is heading, which is self-completion surveys through mobile, and GeoPoll is here to help bridge the gap. I was curious about the new way GeoPoll was doing data collection through mobile and not having researchers need to go out and collect data in person. I have now been at GeoPoll for 5 years, I first started as a research executive working on data and client support, then managing our partnership relationships with other research agencies, and now leading the research team.

RE: Can you tell me more about the research team and what your responsibilities are?

BO:The research team now is made up of 15 staff, within which we have a data processing team, data analysts, and media analysts. The data processing team does data cleaning, processing and data quality checks. Our data analysts deal with complex analysis of data – for example if clients need significance testing. The media data team looks at audience measurement data and generates actionable insights for our clients. Most of our team members have a research background and have studied statistics hence able to look into data from a statistical point of view and provide complex analysis when required.

RE: What excites you about working for GeoPoll?

BO: What excites me is the team energy and synergy to support clients – when you look at the speed at which we complete projects, with the combined efforts of different departments, we can deliver projects within 2-3 days or a week. We are also able to sit in a central office and collect data in over 50 countries, which shows what the future is in remote data collection. I love the combined effort of the team, and if there are issues in a project we sit down as a team and come up with solutions and the way forward without delays.

RE: How does what we offer at GeoPoll compare to traditional methods in your experience?

BO: If clients go for traditional research, you can only use past data or say old data to inform on their decisions, and what we’ve found at GeoPoll is that most clients want real time information. With mobile research, we can get a set questions from client today and be able to give clients results tomorrow. GeoPoll plays a key role in delivering quality, timely and cost-effective results to clients.

RE: Have you seen a resistance of people moving to mobile research?

There are tracker projects that have been running using traditional research for a long time targeting general population and because mobile data collection only targets a mobile owned population, some clients are resistant to changing the methodology. But markets are changing quickly as mobile penetration has grown over the years – in Kenya I think mobile penetration is over 90%, so that tells you that the people we are targeting through mobile and the information they give us won’t be different from what we would get through traditional (face to face) research. I think that mobile data collection is the future, and the future is here.

RE: Are there any new products you are working on within the research team?

As we continue to drive real-time data delivery to clients, we have made improvements in our systems, including the creation of dashboards which enable us to have more automated systems so we can deliver to clients even quickly. Clients can go directly to a dashboard and pull data and do extra analysis as soon as it’s collected. This innovation around our deliverables will help clients make decisions right away. For some of our larger clients, our team has been able to work on projects in over 30 countries at once, and we’ve created automated processes to deliver quality data regularly for them which has led us to improve our processes over time.

RE: What do you like outside of work?

I love meeting with friends and driving around, and spend most of my time with my family.

RE: Finally, what do you think it takes to be successful in a researcher?

You need to be open-minded and flexible to succeed, and must put the client first in everything you do. Teamwork plays a key role towards the success of any organization or any team so if teams work together you can achieve anything.

The post Benard Okasi on GeoPoll’s Research Processes appeared first on GeoPoll.

Shannon McCrocklin: Tell me about your background before you came to GeoPoll – what space did you work in?

John Paul Murunga: I am a statistician by training and on top of that an Accredited marketing professional from the Chartered Institute of Marketing in the UK. Before I came to GeoPoll I was working as a marketing research consultant with a focus on commercial or consumer research. Prior to GeoPoll, I worked with Synovate and then Ipsos, and earlier I was with Nielsen. Hence, I am a research industry person out-and-out.

SM: What drew you to GeoPoll and how long have you been with the team?

JPM: I have been with GeoPoll for 4 and a half years, it’s funny how time flies! What first drew me to GeoPoll was seeing how much research was evolving and wanting to be part of the next generation in research. Back then, people would not consider SMS as a method of doing surveys, and online/remote research modes were frowned upon.

Presently we live in a world that is moving so fast, we cannot afford to wait for months to receive information that should inform decision making. Can you imagine waiting for 2 months to identify what your target consumers think about your product offering? We have seen for instance from the COVID-19 pandemic how a week can alter the world as we know it. Research solutions must be timely and be specific to remain useful.

SM: Can you briefly describe your role now?

JPM: Currently, I am the Regional Director for the Eastern Africa region. I oversee a team of dynamic, highly skilled, and motivated professionals whose mission is to support clients across the region with information to inform their decision-making. We work with customers across various sectors, including large multi-nationals, local organizations, and small and medium-sized enterprises. Because our solutions are varied, we are well-positioned to support a diverse range of clients.

SM: What do you most enjoy about working for GeoPoll? 

JPM: I cherish many things about working with GeoPoll – GeoPoll epitomizes what research in the information age looks like. When research is paired with technology, I think that is where the magic happens! This axis constantly inspires me: Quality research-delivered on the back of technology, delivered with speed, at a fraction of what traditional research would cost making it more affordable.

SM: What has surprised you about GeoPoll and the projects we work on?  

JPM: Many things, but early on it was how suddenly, working with the same clients, we were able to be efficient in study design, especially from a questionnaire length perspective. For clients who traditionally would have 40-50-page questionnaires asking all sorts of things, we were able to conduct studies for them with 10-30 very definite questions tailored to specific objectives.

The speed of how projects can be turned around was mind-blowing at the start, but now I am used to it. Can you imagine doing a survey of n=3,000 nationally in 2-3 days, and delivering the results displayed on an online dashboard immediately once data collection is closed? This is work that would take weeks or months in other settings. In face-to-face research, interviewers would still be on the ground, with clients worrying about if an interviewer in fact went to the field. Meanwhile, GeoPoll would have reported the results, and the client made informed decisions for their businesses and moved on to other pressing issues.

SM: What are you excited about in terms of where GeoPoll will go in the future?  

JPM: I think the COVID-19 pandemic has accelerated the need to infuse technology in research. GeoPoll is at the center of this and we are already pioneering many efficient, forward-looking research solutions for customers across multiple geographies. We will continue developing these as we go into the future as this is the direction the world is taking.

SM: Do you have a favorite project or experience at GeoPoll you’d like to share?

JPM: I have always given this as an example of how best research studies can be executed in today’s world. The project was looking to reach farmers in the Kandahar region of Afghanistan. The end client was in the US; the agency implementing the client’s intervention was in Afghanistan, and I was the project lead was based in Nairobi. We conducted 1,000 successful IVR interviews in the local languages (Pashto and Dari) remotely from our Nairobi operations Hub. This done within 2 weeks, and the client had their study results and went ahead to implement the recommendations from the research.

SM: What’s a fact about yourself that people may not know right away?  

JPM: I love farming and am a smallholder crops farmer. I like giving back to society whenever I can and work with various charity organizations. I am always keen on being outdoors and visiting new places, and this year was planning to do the famous Cairo to Cape route by road joining from Kenya but was hampered by COVID-19. We will be back in 2021 inshallah!

SM: What does it take to succeed in your line of work? 

JPM: There are no excuses, and one must put in the grind – hard work and consistency are key. You also must be widely read and have a flexible mindset, as we work with clients across multiple industries. As a market research consultant, having knowledge of various industries is vital, or else you are not going to have proper engagements. Finally and most important is nurturing human relationships. We are in a people business, and humans require authentic interactions. We must be understanding, communicate effectively, and be empathetic in how we undertake our work.

The post GeoPoll’s John Paul Murunga on the Evolution of the Market Research Industry appeared first on GeoPoll.

In addition, global businesses often find it difficult to break into markets that operate so differently from those in more developed regions. Poor infrastructure, disparate access to technology, and a reliance on informal trade to sell goods make the African landscape unique. The diversity of the continent, which is made up of 54 countries ranging from more developed nations such as Tunisia to the extremely poor such as South Sudan, also makes it difficult to understand the continent in its entirety. A lack of readily available market research compounds this problem. Below we go through some of the challenges and opportunities surrounding market research in Africa.

Challenges of Market Research in Africa

Market research is used by companies looking to gain a better understanding of a market and consumer base, but in Africa, research is challenging to conduct due to multiple factors, including:

Disparate Communications and Technology Access: Access to communications tools such as mobile phones and the Internet is varied across Africa. While both basic mobile penetration and smartphone penetration rates are growing among wealthier and urban populations, in rural areas, mobile phone penetration often remains low. Access to the Internet also varies widely depending on the population studied. Access to technology limits the modes through which research can be conducted in Africa, especially when researchers are looking to gather a nationally representative sample or one that reaches lower socioeconomic groups.

Infrastructure Challenges: Inadequate roads and maps and a lack of access to clean water and electricity in certain areas can pose a challenge to researchers, especially those looking to conduct face-to-face research. It can take months for a team of researchers to cover the vast areas of land necessary to gather an adequate sample size in many countries in Africa, especially when collecting data from rural populations.

High Number of Languages and Cultural Context: There are estimated to be at least 1,500 languages spoken throughout Africa, with many people speaking multiple languages or dialects that can be extremely specific to a region. This diversity means that research often needs to be conducted in multiple languages at once. Additionally, certain populations in Africa have a distrust for outsiders that can further hinder market research efforts. Due to these factors, in-person or telephone enumerators must be specifically recruited and trained for the population they are interviewing.

Opportunities for Market Research in Africa

Despite these challenges, there is a need for more accurate market research data for the global and local corporations moving into the region to understand their specific markets and audiences. While getting a full picture of the sub-Saharan African landscape for fast-moving consumer goods products would be a challenge, companies can gain insights on specific segments, such as the Kenyan landscape for beverage products. To conduct effective market research in Africa, researchers should keep the following guidelines in mind:

Narrow audience targeting: Due to the diversity of Africa as a whole, applying a research study to the entire continent is unlikely to yield useful results unless they are split into smaller sub-populations. Researchers should focus on a specific country, a region such as East Africa, or demographic group, such as urban youth populations. Those who are looking to conduct broader studies should ensure their sample sizes are large enough to compare results by country, region, or demographic group.  

Consider methodology and mode challenges: Researchers should consider what methodology will best suit their project and the population they are trying to reach. Projects with higher budgets and those looking to reach rural or illiterate populations may be better suited to an in-person method such as CAPI (Computer Assisted Personal Interviewing) or voice call method such as CATI (Computer Assisted Telephone Interviewing). Those with lower budgets may choose to conduct research via SMS or online through web-based links. Focus groups administered either in-person or via online or mobile-based focus groups may also be appropriate for certain projects.

Hire local experts: Leveraging the experience of local market research firms is extremely valuable when researching in Africa. Market research companies who operate out of the countries they conduct research in will have a stronger knowledge of the local market than outside groups, and often have their own trained enumerators. GeoPoll has offices and call centers throughout East, West, Southern, and Central Africa, and can bring valuable local knowledge to any research project.

Conduct Market Research in Africa

GeoPoll has a wide range of experience conducting research throughout Africa utilizing our database of respondents and mobile-based research methodologies. To learn more about GeoPoll’s capabilities in Africa, please contact us today.

The post Market Research in Africa appeared first on GeoPoll.

To skip to how GeoPoll builds nationally representative samples, click here.

What is a Nationally Representative Sample

A nationally representative sample is one that has a strong enough similarity to the population of the country being studied that results will be valid. This means ensuring that the sample represents the country’s population in key demographic characteristics.

Being that each country has different population compositions, a sample in a survey will vary depending on the country being studied. For example, in Nigeria, the population skews much younger than in the United States, with estimates that half of the Nigerian population are aged 30 or younger. Given this, a study conducted in Nigeria with a sample size of 500 would include 250 respondents who are 30 or younger, whereas the same study conducted in the U.S. or Europe would have a smaller number of respondents from that age bracket, in line with the aging populations in those regions.

How to Build a Nationally Representative Sample

The first step to building nationally representative samples is to determine the most important demographic variables to consider given the project goals and local context. Age, gender, location, and a measure of socioeconomic class are all commonly used variables in building a nationally representative sample. In many countries, race and religion are also important to include to ensure the sample is as similar to the country’s population as possible.

Population data is typically taken from national censuses, but in emerging markets, where census data is often unreliable, determining the makeup of a nationally representative sample can be challenging. To mitigate this, research agencies such as GeoPoll use the most recent widely accepted estimates for population demographics. In countries where national census bureau data is not available, we often use population estimates from the U.S. Census Bureau’s International Data Base, which compiles multiple data sources to create population and demographic projections.

Sample size is also a consideration when thinking about building a nationally representative sample, as larger sample sizes will have higher confidence intervals and lower margins of error.  A sample size of around 400 will provide a margin of error of 5% at the 95% confidence level for population sizes above 10,000, and the larger the sample the lower the margin of error becomes.

Once the appropriate sample size and the variables being used to build the sample have been determined, the requirements can be broken down into actual numbers of respondents needed.

In Ghana, a sample size of 400 sample size, nationally representative by age, gender, and location, would look like the below:

• 197 male respondents and 203 female respondents
• 121 aged 16-25, 97 age 26-35, 72 age 36-45, 110 age 46+
• 78 respondents from Ashanti region
• 37 respondents from Brong-Ahafo region
• 36 respondents from Central region
• 43 respondents from Eastern region
• 65 respondents from Greater Accra region
• 40 respondents from Northern region
• 17 respondents from Upper East region
• 34 respondents from Volta region
• 39 respondents from Western region

This sampling technique is also known as quota sampling, and below we explain further how GeoPoll targets specific demographics in our database of respondents to reach the quotas we set for a nationally representative study.

Using Quotas for Nationally Representative Studies in Africa, Asia, and Latin America

Quota sampling can become quite complex depending on the number of variables included, and if they are independent or interlocking, meaning two or more variables are grouped. While GeoPoll’s sampling technique depends on the project specifications, in general, our platform sets limits for each demographic group, which enables us to meet the quotas needed for national representation.

In the example above, to achieve a nationally representative sample of 400, GeoPoll would first send an initial opt-in message to a large group of database members. Depending on the requirements, this initial group may be randomly selected, or we may use demographic information that has been collected from previous GeoPoll surveys users have opted-in to to create a stratified random sample. Once survey responses begin coming in, GeoPoll monitors which quotas are being filled, and closes quotas as the desired sample size per group is achieved. If respondents whose demographics match a quota that has already been filled opt-in to the survey, they are told they are no longer eligible in order to prevent over-representation of that group.

GeoPoll collects, regularly verifies, and securely stores the demographic profiles of our respondents, so that if we have not reached a target for one subgroup, we can recruit more respondents in the necessary subgroup until the targets are met. In cases where budgetary constraints or other factors make reaching the required quotas difficult, GeoPoll can also use weighting to bring the achieved sample more in line with population estimates.

Due to our wide reach in emerging markets, GeoPoll is able to achieve the required demographic quotas needed for nationally representative studies, including reaching respondents in many regions, and of multiple age groups, races, and religions. By using multiple survey modes, including voice calls to access illiterate populations, and in-person enumerators in areas that have little to no mobile connectivity, GeoPoll further ensures that all segments of a population are represented.

To get more detailed information on GeoPoll’s sampling process and learn how we reach nationally representative populations in countries throughout Africa, Asia, or Latin America, please contact us today.

The post How GeoPoll Conducts Nationally Representative Surveys appeared first on GeoPoll.

Focus groups provide companies with a deeper understanding of their target audience, allowing them to develop tailored products and more effective marketing campaigns. While survey research can provide the “what” when looking at consumer drivers, such as “What category do you spend most of your money on?” or “What brand of shampoo do you prefer?”, focus groups can delve into the related “why” questions, the answers of which are more complex and can be difficult to glean from quantitative data. The semi-structured nature of focus groups allows for feedback to flow naturally and can provide more organic answers than a rigid set of survey questions.

A downside of focus groups is that they are expensive and time-consuming, requiring a company to recruit participants, bring them to a central location, and hire a moderator for an in-person discussion. They are often inconvenient for participants, which makes it difficult to recruit and means incentives often have to be high. These challenges have led to the emergence of Market Research Online Communities (MROCs), in which participants can provide feedback on products and participate in unstructured interviews in an online forum that does not require them to be present in person.

How to Conduct Market Research Online Communities (MROCs) in Africa

However, even traditional MROCs can be difficult to organize in emerging markets such as Nigeria and South Africa. Many brands in these regions have a desire for qualitative data, but unreliable internet connections and the need for moderators to speak local languages and understand relevant cultural context means that recruiting participants and keeping them active in an MROC can be difficult. In addition, the reliance on online modes can skew the participant group. If the forum through which the MROC is managed is only accessible through a desktop-browser, a large segment of the population who only access the internet through mobile browsers would be excluded.

In order to provide our clients with high-quality qualitative data, GeoPoll has recently launched mobile-based Market Research Online Communities (MROCs) in our core markets throughout Africa. These MROCs are run through the mobile phone, so that participants don’t need to have desktop computers, and are moderated by GeoPoll’s country experts, who are able to lead discussions and provide directions appropriately. Participants for GeoPoll’s MROCs are recruited through our active database in each country and are provided incentives regularly during participation via mobile money, airtime credit, or PayPal to encourage ongoing participation.

GeoPoll can create one-time MROCs to facilitate feedback on a specific product or marketing campaign or can recruit participants to take part in an ongoing MROC to gather insights on multiple topics from the same audience over time. Following the MROC discussion or as it is ongoing, GeoPoll’s research team compiles a detailed report that can include photo and video content shared by participants, discussion transcripts, and a summary of insights gathered from the MROC. To learn more about GeoPoll’s MROC capabilities in Africa and other emerging regions and how we recruit participants for and manage the MROC, please contact us here.

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Market Research

Almost every company conducts some sort of market research as part of market and environmental analysis. Anything from Google Analytics to in-depth studies can be forms of market research. Participating in this process of gathering and evaluating information is typically an essential step for business strategy development.

Generally speaking, market research is important for brands because it allows leadership within a business to have insight on a market’s current state, which determines how business decisions are approached. A strong understanding of a market and its potential customers drives strategic business plans and, if done thoroughly, can make the difference between success or failure of a particular approach.

Market Research in Africa and Emerging Markets

Conducting market research in Africa and other emerging markets provides a unique set of challenges to expanding brands, media agencies, and other companies. Traditionally, there has not been as much market research conducted in emerging markets like those in Africa, Asia, and Latin America. This is mainly due to challenges around data collection and lack of investment by brands in these areas.

Africa, in particular, is a challenging area to conduct market research due to the size of the continent, but also because of the cultural diversity between countries and even within smaller regions in a country. It is estimated that more than 2,000 languages are spoken in Africa and many regions have their own distinct cultures. Additional challenges arise when conducting research in areas experiencing conflict, famine, or other challenges.

Some countries in the African continent are growing steadily economically and have become the next frontier for multinationals seeking to grow their customer base in untapped markets. For this reason, there has been an increased presence of foreign owned brands in African markets in recent years. In 2017, it was found that non-African brands were dominant in the area at an 84% market share. An annual survey and valuation of the Top 100 brands in Africa by Brand Africa, Kantar TNS & GeoPoll in 2017 found that 42 of the Top 100 most admired brands are from Europe, and a further 25 are from the USA. Statistics like this one prove that African consumers are responding to the changes and adopting foreign brands.

African consumers may be ready for brands to expand into their marketplaces, but Africa lacks the data that many large corporations are accustomed to accessing easily. Businesses have found the lack of previously conducted research an obstacle to expanding into the African markets. In this guide, we will discuss the root of why information on African consumers has historically been limited, and what methods GeoPoll has found to be successful for companies looking to conduct research in emerging markets.

Overview Of This Guide

This guide provides information on special considerations and best practices for performing market research in emerging markets. GeoPoll’s expertise was used to outline ways for brands to work-around challenges in order to gain necessary insight into the consumers they are interested in learning more about.

Outline of Guide’s Content

• Introduction
  • What is Market Research
  • Market Research in Africa and Emerging Markets
• Introduction to Market Research Methods
  • Primary Vs. Secondary Research
  • Secondary Market Research Methods
  • The Process of Secondary Research
  • Challenges of Secondary Research in Emerging Markets
  • Primary Market Research Methods
    • Challenges of Collecting Primary Research in Emerging Markets
    • Conducting Market Research in Africa
• Conducting Survey Research In Emerging Markets
  • Modes of survey data collection
    • Face to Face
      • Pen and Paper
      • CAPI (Computer Assisted Personal Interviewing)
      • CAWI (Computer Assisted Web Interviewing)
    • GeoPoll’s Modes of Survey Data Collection
    • Mobile/Feature Phone-Based Research
      • SMS (Text Message)
      • USSD (Unstructured Supplementary Service Data)
    • Voice
      • CATI (Computer Assisted Telephone Interviewing)
      • IVR (Interactive Voice Response)
    • Online/Smartphone-Based Research
      • Non-Mobile Computer
      • Mobile-Web
      • Mobile Application
  • Considerations For Conducting Survey Research In Emerging Markets
  • Choosing The Right Survey Mode For Your Project
  • GeoPoll’s Survey Research Process
• Conclusion
• About GeoPoll
  • GeoPoll’s Survey Research Process

Download the report today!

The post GeoPoll Report: A Guide To Conducting Research in Emerging Markets appeared first on GeoPoll.

With the advent of wireless communications in the 1970s, it has now been 45 years since mobile phones first came to be. As mobile technology has advanced, Africa has become one of the biggest beneficiaries of this technology, by constantly redefining its use and creating new applications with which mobile can solve everyday problems. Along with banking and communications, market research is one of the fields that has benefited from this widespread mobile connectivity, but mobile research in Africa still looks very different than it does in more advanced regions.

Tablets and smartphones are common in Europe in the US, but in Africa smartphone penetration is still low: While South Africa has 34% smartphone penetration out of all mobile subscribers, Kenya and Ghana are around 15%, and other countries are lower. That is exactly why simple short messaging service (SMS or text messaging), which can be found even in the most basic mobile phones, remains King when it comes to conducting surveys in Africa.

Below are some of the reasons why SMS surveys remain one of the most effective modes of data collection in Africa. For more information on other modes of data collection and how to identify the best research provider to you, refer to our article on the international marketing research process.

Benefits of Using SMS Surveys for Data Collection in Africa

1. Fast data turnaround

Compared to other data collection methods such as face to face, SMS collects data very quickly and can upload results in real-time, which allows for faster data analysis. Fast data collection is crucial when studying product placement or measuring an ongoing marketing campaign.

2. Ease of response

Participants to the survey can respond to questions at their convenience and on their own phones.

3. Increased access

Due to the nature of the mobile phone which respondents take wherever they are, be it in remote or urban areas, in home or out of home, respondents are reachable for a survey no matter where they are located. This is particularly important as many of these respondents are hard to reach through face to face or internet survey methods.

4. Few device barriers

The respondents do not require a smartphone or have internet (mobile data) to receive or respond to surveys.

5. High response rates

Mobile surveys have high daily response rates depending on the time of day compared to other means of data collection. This is mostly due to the proximity of the phone to the respondent and the ease in which they can take the surveys from wherever they are.

6. Error minimization

Although this might not be the standard for all mobile research agencies, the GeoPoll surveying platform can automatically verify answers are in the expected range and prompt respondents to correct invalid when responses are typed in via the phone keypad.

7. Incentive availability

Even without smartphones, SMS survey tools such as GeoPoll allow participants who take SMS surveys to receive airtime credit upon survey completion. This ensures that survey participants feel valued for their time and that clients are able to get insights faster.

8. Low or no cost to respondent

If the survey solution provider you use has partnered with a mobile network operator, there are often no charges incurred by respondents for participating in an SMS survey. GeoPoll has partnerships with over 85 mobile network operators which allow us to send free-to-the-respondent SMS messages.

GeoPoll has partnerships with over 85 mobile network operators which allow us to send free-to-the-respondent SMS messages.

GeoPoll has been conducting SMS surveys in Africa for over 5 years, and we also facilitate mobile web, mobile app, Computer Assisted Telephone Interviewing, and other survey modes. We have a team of experienced researchers and analysts who are able to advise you on the best data collection method based on your research objectives. To learn more or ask questions about an upcoming research project, please contact us today using the form below.

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