Market Research Methods

Market research is an important tool for understanding both population needs and consumer audiences. It can lay the groundwork for advertising and product launches, provide data and actionable [...]

Sample Frame and Sample Error

In our first blog post on sample considerations, we outlined how samples are selected using probability or non-probability sampling methods. Here, we go into where samples are selected from – the [...]

Market Research in Africa

Africa has long been seen as the next frontier for brands, technology companies, and other businesses. The combination of a huge youth population, growing consumer class, and rapid adoption of [...]

Sources of Secondary Research and Considerations for Emerging Markets

Conducting secondary research is similar to the research that students conduct throughout primary school. Answers to research questions are already available online, in academic databases, the [...]

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