Research clients are feeling it. Actually, a few have reached out to us at GeoPoll recently to say that other panel providers delivered datasets full of questionable responses. As an example, we audited a dataset from one of these projects and found respondents claiming to work for companies that, after cross-checking, did not exist. That is not a minor quality issue, but a failure of the most basic layer of respondent verification.

The problem is not isolated. It is becoming pervasive, and it threatens the trustworthiness of survey research if left unchecked.

In this article, we break down what is happening, why it is happening, and, most importantly, what the industry must do about it.

Why online sampling is under pressure

The challenges the industry is experiencing step from pressures on

• The explosion of bots and automated respondents – Fraudulent actors can now generate large volumes of convincing survey completions using tools that simulate human behaviour, including normalised click paths, varied timing, and even device switching. The barrier to entry is low, the incentives are high, and the fraudsters are increasingly sophisticated.
• AI-generated open-ended responses – One of the downsides of generative AI to the industry is that it has introduced a new challenge: artificial open-ended responses that sound perfectly human but contain no personal context. This is especially dangerous because open-ended questions were once reliable indicators of quality. Today, AI models can produce responses that are linguistically rich yet completely unauthentic, which makes manual review far more difficult.
• Panel fatigue and low engagement – A third pressure point is panel fatigue. In many markets, respondents are oversurveyed and under-engaged. As genuine participation declines, some panel providers fill quotas through loosely vetted traffic sources, unverified accounts, or third-party supplies whose quality mechanisms are opaque. This is often where “junk” data enters the chain, responses that look complete but crumble under scrutiny.
• Nonexistent profiles and artificial identities – Beyond fake companies, we are now seeing invented educational histories, geographic misrepresentation through VPNs, and household profiles that defy demographic reality. Incentive-driven fraud compounds this by enabling entire online communities to trade survey links, completion codes, and tips for bypassing checks.

The result is a landscape where bad data can be gathered at scale, faster than many traditional panels can detect it, compounded by technology.

Even from our own tests using the GeoPoll AI Engine, AI models can now generate human-like narratives, differentiated “voices”, realistic demographic profiles, and varied completion speeds. The reality is that as long as incentives exist, fraudulent responders will continue to innovate.

Meanwhile, many panel providers rely on legacy systems built for a world where fraud meant speeding or straight-lining. They were not designed to detect AI paraphrasing, synthetic behavioural fingerprints, cross-platform identity laundering, and real-time pattern anomalies

This mismatch creates structural vulnerability.

What this means for researchers and clients

Poor-quality sample data has obvious consequences, the immediate of which include:

• Misleading insights
• Incorrect targeting
• Wasted budgets
• Incorrect strategic decisions
• Damaged credibility

But the deeper consequence is even more serious: If the industry does not rebuild trust in online sampling, brands and organizations will hesitate to rely on survey research at all. When decision-makers cannot trust the integrity of respondent data, they begin to question the value of surveys as a method. This is the real risk—an industry-wide credibility problem.

A reliable respondent ecosystem rests on three foundations: identity, location, and behaviour.

Respondents must be tied to real, verifiable identities. Their location must reflect where they actually are, not where their VPN says they are. And their behaviour must reflect natural human variation—not the automated consistency of scripts, bots, or artificially generated text.

These are basic principles, but in an era of synthetic identities and AI-driven fraud, they require much more rigorous systems to uphold.

How the industry should respond

Online sampling is not going away; if anything, demand will increase. But the industry must adapt. Fraud is evolving faster than legacy panel systems can respond, and researchers cannot afford to rely on outdated assumptions about respondent authenticity.

The future belongs to providers who treat data quality as a core capability, and not a back-office function. Those who invest in verification, diversify sampling modes, apply advanced fraud detection, and communicate transparently will set the new standard. The rest will continue to generate “junk” data and erode trust in research.

Rebuilding trust in online sampling will require a combination of technology, methodological discipline, and transparency.

• Strengthen Identity Verification: Email-based registration is no longer sufficient. Providers need to move toward systems grounded in SIM-based verification, mobile operator partnerships, two-factor authentication, and device-level identity checks. Emerging markets with national SIM registration frameworks have a distinct advantage here.
• Detect Fraud Behaviourally: Quality control must evolve beyond speeding and straight-lining. Modern systems should detect unusual device patterns, inconsistent browser fingerprints, abnormal timing sequences, proxy use, and other signs of automation. This has to happen pre-survey, not only during data cleaning.
• Use AI to Fight AI: Just as AI can generate deceptive responses, AI can also detect them. Linguistic analysis, stylometric fingerprints, and semantic anomaly detection are becoming essential tools for flagging artificial or copy-pasted open-ended text.
• Apply Human Oversight on High-Stakes Work: For sensitive audiences or high-value projects, manual review remains indispensable. Calling back a sample of respondents, checking claims when relevant, or auditing open-ended text can act as guardrails against fraud that slips through automated systems.
• Reduce Reliance on Third-Party Traffic: Panels built on first-party respondent networks, such as mobile communities, app-based samples, and telco-linked panels, are inherently more secure than those that rely on opaque third-party supply. Direct relationships create accountability and allow for deeper verification.
• Blend Modes When Necessary: Some populations or markets simply cannot be reliably captured through online traffic alone. Combining online surveys with CATI, SMS, WhatsApp, in-person intercepts, or panel phone lists reduces exposure to any single failure mode and strengthens representativeness. This why, at GeoPoll, we live for multimodal approaches to research.
• Be Transparent With Clients: Clear reporting on quality checks, verification processes, and exclusion rates builds trust. As fraud grows more sophisticated, transparency becomes a competitive advantage.

How GeoPoll approaches online sampling to reduce these risks

These issues are increasingly common, but they are avoidable with the right systems. GeoPoll’s platforms and processes are deliberately designed to protect data integrity and put the voice of real humans first. Our model was built for the types of environments where online sampling is now struggling most. Our respondent network is anchored in mobile-first infrastructure, with SIM-linked verification and direct partnerships that ensure respondents are real people, reachable through real devices.

We complement this with multi-mode data collection – CATI, mobile web, SMS, WhatsApp, app-based sampling, and in-person CAPI – so no single sampling method carries the full burden of quality. Our now AI-powered fraud detection systems track behavioural anomalies, detect AI-like response patterns, and monitor unusual activity across surveys. And for complex or high-stakes studies, our teams perform human review of suspicious profiles or open-ended answers.

Contact us to learn more about how we make sure your data collection is valid.

The post The Online Sampling Crisis: Why Bad Data is Rising and how to Stop it appeared first on GeoPoll.

Covering three waves of data collection from the 2023 baseline to the 2025 endline, the study tracks the evolution of farmer behavior across awareness, variety switching, preferred traits, purchasing barriers, marketing sources, and brand engagement. The findings show a changing landscape, where digital channels are rising, traditional networks are shifting, and farmers are becoming more informed and intentional in their seed choices.

What the Report Covers

This new report provides a comprehensive picture of how farmers make seed decisions across Kenya and Uganda. It explores the full journey — from awareness and trust, to variety switching, purchasing behavior, marketing channels, and engagement preferences. The analysis covers:

• Seed sources and access pathways: How farmers obtain maize and bean seed, and how sourcing patterns have evolved across the three waves.
• Barriers to purchasing improved seed: Financial, trust-related, and availability challenges that affect adoption.
• Net Promoter Scores (Recommend and Knowledge): How farmers perceive the varieties they use — and how well they can recall specific brands or names.
• Variety switching behavior: Who switches, why they switch, why they don’t, and how frequently switching occurs.
• Preferred traits and performance priorities: What farmers value most, from yield and drought tolerance to maturity and vigor.
• Marketing and information channels: Which platforms and communication channels influence farmers, including the rise of digital marketing and the stable importance of radio.
• Social media usage and engagement preferences
• How farmers use Facebook, WhatsApp, and other platforms, and which channels they prefer for interacting with seed companies.
• Most preferred ways to engage with seed companies
• How farmers want companies to communicate with them, from training events and demos to digital channels.

These sections together provide a complete, accessible, and actionable picture of how the seed market is evolving from the farmer’s perspective.

Download the Full Report

The full report provides analysis, demographic profiles, cross-country comparisons, and recommendations for building trust, driving adoption, and strengthening marketing strategies.

Interactive Dashboard

To complement the report, dig into this dynamic, interactive dashboard where you can explore trends by crop, country, age group, gender, and other demographics.

Contact Us

For more information about this project, get clarifications on any section in the data, or to learn more about our capabilities, please feel free to contact GeoPoll.

The post The Seed Marketing Report: How Farmers in Kenya and Uganda Choose, Use, and Trust Maize and Bean Seeds appeared first on GeoPoll.

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.

According to the FinAccess Household Survey 2024, 84.8% of Kenyan adults now have access to formal financial services, marking a significant milestone in inclusion. The Central Bank of Kenya’s Financial Sector Stability Report 2024 further notes the rising role of digital lending, with non-bank credit providers and mobile loan apps becoming key sources of short-term finance, though concerns remain over affordability, data privacy, and consumer protection.

This Kenya-focused study forms part of a broader Sub-Saharan Africa Financial Services and Usage Report, which examined evolving financial behaviors across multiple African markets. Powered by TuuCho; GeoPoll conducted the study via GeoPoll’s application and  mobile web platform, reaching a total of 2,500 respondents, offering a comprehensive snapshot of how Kenyans access, use, and perceive financial services, from mobile wallets to traditional banking and emerging credit solutions. By situating Kenya’s findings within the regional context, the report highlights both the country’s leadership in digital finance innovation and the ongoing need to balance accessibility with responsible lending and financial literacy.

Demographic Overview

The survey gathered responses from a diverse group of young Kenyans, with most aged between 25 and 34 years (52%). Males accounted for 64% of respondents and females 36%, with a majority living in urban areas (73%) compared to rural areas (27%). In terms of income, most respondents fall within lower to mid-income brackets, reflecting the importance of affordable financial solutions. About 34% earn between KES 10,000 and 35,000 per month, while 31% earn below KES 10,000. A smaller but growing middle-income segment, representing 15%, earns between KES 35,000 and 50,000 monthly.

Sources of Income

The data indicates that most Kenyans derive their income from formal employment and small businesses, reflecting a mixed but evolving labor landscape. A significant 37% of respondents earn their primary income through salaries or wages from formal employment, showing the continued importance of structured jobs, particularly in urban centers. The second-largest source of income is business profits or self-employment, reported by 21% of respondents, highlighting Kenya’s strong entrepreneurial culture and the role of micro, small, and medium enterprises in sustaining livelihoods. Casual or daily labor ranks third at 11%, pointing to a sizeable portion of the population engaged in informal or short-term work.

Financial Service Usage in Kenya

The findings reveal that mobile money platforms remain the dominant financial service in Kenya, reflecting their central role in everyday transactions and financial inclusion. About 67% of respondents reported using mobile money services such as M-Pesa, far surpassing all other financial channels. This demonstrates the continued integration of mobile finance into both personal and business activities across the country. The second most used service is bank accounts (including savings and checking), cited by 18% of respondents, showing that while traditional banking remains important, it lags behind mobile-based solutions in accessibility and usage. SACCOs and cooperatives follow distantly at 5%, indicating their niche but trusted role, particularly in rural and community-based financial systems. The comparatively low adoption of microfinance services (4%), digital lending apps (3%), and insurance services (1%) points to opportunities for growth in formal and digital finance beyond payments, especially in credit, savings, and risk protection products.

Mobile Money Usage in Kenya

Mobile money continues to define Kenya’s financial landscape, reaching near-universal adoption. According to the survey, an overwhelming 98% of respondents reported using mobile money services such as M-Pesa or Airtel Money, confirming its position as the country’s dominant financial tool. This near-total penetration reflects how mobile wallets have become deeply embedded in daily financial activity, bridging gaps in formal banking access and enabling real-time transactions for millions.

When asked about their main uses of mobile money, Kenyans demonstrated its versatility beyond simple transfers. The majority use it for sending (79%) and receiving money (78%), followed closely by paying for goods and services (73%) and settling bills (70%) such as electricity, water, and internet. Additionally, nearly half (49%) use mobile money for savings, while 32% rely on it for loans or credit, reflecting the expanding role of digital finance in meeting broader financial needs. This shows that mobile money has evolved from a payment platform into a multifunctional ecosystem supporting both transactional and financial management activities.

In terms of frequency of use, engagement is remarkably high, 49% of respondents use mobile money daily, while another 39% transact several times a day. Only a small minority use it weekly or less often. These patterns demonstrate how integral mobile money has become to everyday life in Kenya, facilitating everything from routine purchases to income management. The findings highlight a mature and highly active digital finance environment, where convenience, trust, and accessibility drive sustained adoption and frequent usage.

Bank Account Ownership and Usage in Kenya

Banking access in Kenya remains significant, though not as widespread or actively used as mobile money. The findings show that 83% of respondents have a bank account, while 17% do not. Among account holders, 40% maintain a savings account, 23% have a current or checking account, and 21% hold both types. This indicates that most users prioritize savings-based products, aligning with Kenya’s growing culture of financial prudence and long-term planning. However, the relatively high share of individuals without bank accounts highlights the continued importance of alternative financial systems such as mobile money and SACCOs.

In terms of frequency of bank use, activity levels are moderate to low. About 36% of respondents use their bank accounts rarely, while another 33% engage with them monthly. Only 22% access their accounts weekly, and 11% use them daily. This suggests that while many Kenyans maintain formal banking relationships, everyday transactions are far more likely to occur through mobile platforms, which offer greater convenience and accessibility for routine financial needs.

When asked about their main reasons for using bank accounts, respondents cited receiving income (35%) and saving money (35%) as the top purposes. Smaller proportions reported using banks to pay bills or school fees (8%), conduct business transactions (6%), or access credit or loans (4%). These findings show that banks remain trusted for secure deposits and salary handling, but are less integrated into the daily financial activities that mobile money now dominates. The data points to a hybrid financial environment where formal banking serves as a foundation for savings and income management, while digital tools drive everyday financial interactions.

Top Banks (% of Mentions)

Among the respondents, the top five preferred banks in Kenya are KCB Bank (32%), Equity Bank (29%), Co-operative Bank (11%), I&M Bank (3%), and Absa Bank (3%). The results show a strong preference for Kenyan-owned institutions, with KCB, Equity, and Co-operative Bank collectively commanding over 70% of respondents. Their dominance highlights the strength of homegrown banks that have built extensive networks and deep community trust, while I&M and Absa represent smaller but established players within the country’s diversified banking sector.

Borrowing Trends and Loan Sources in Kenya

The findings reveal a nearly even split in borrowing activity among Kenyan respondents. About 47% reported having taken a loan in the past 12 months, while 53% had not. This balance suggests that credit access is relatively widespread but still moderated by income levels, financial literacy, or risk aversion.

When asked about their sources of borrowing, mobile lending apps emerged as the most common option, used by 30% of respondents. Their popularity reflects the convenience and speed of digital credit solutions like M-Shwari, Tala, and Branch. Commercial banks followed at 24%, indicating that traditional financial institutions remain an important source of formal credit, particularly for salaried individuals. Other notable borrowing sources include family or friends (20%), SACCOs or cooperatives (15%), and government funds (15%), showing a blend of formal and informal mechanisms in Kenya’s credit landscape. A smaller share borrowed from microfinance institutions (15%) and informal moneylenders (9%), suggesting that while access to credit is broad, affordability and regulation remain ongoing challenges.

Regarding the main reasons for borrowing, emergencies (27%) topped the list, followed by business purposes (23%) and school or education fees (12%). These patterns highlight that borrowing in Kenya is largely driven by short-term needs and income-support activities, rather than asset acquisition or long-term investments. Fewer respondents cited borrowing for food (7%), household expenses (5%), or asset purchases (4%), reinforcing that loans are often used as financial buffers rather than tools for wealth creation.

Familiarity with Insurance Products

Most Kenyans demonstrate a solid awareness of insurance, with about 40% saying they are very familiar with different insurance products and providers. Another 33% are somewhat familiar, showing moderate understanding. However, around 28% have only heard of insurance or are not familiar at all, indicating that while awareness is widespread, deeper understanding remains limited across portions of the population.

Insurance Uptake and Coverage Types

Nearly half of respondents, 48%, reported having taken an insurance policy, while 53% said they have not. Among those insured, health insurance dominates at 48%, followed by life insurance at 17% and motor insurance at 14%. Around 36% of respondents currently have no insurance coverage, revealing significant opportunity for growth in other categories such as property, agricultural, and home insurance.

Barriers to Insurance Uptake

The main challenge limiting insurance adoption is affordability, with about 41% citing high premiums as the biggest deterrent. Another 24% pointed to lack of clear information or understanding, while 14% mentioned limited product availability. Roughly 13% said they do not see the need for insurance. These findings highlight the need for more affordable, transparent, and accessible insurance options tailored to Kenyan consumers.

Trust in Insurance Companies

Trust levels in insurance companies are moderate. About 44% of Kenyans have mixed feelings, 24% are cautious or skeptical, and 21% fully trust insurers. Only 12% say they do not trust them at all. These results show that while awareness is growing, confidence remains limited, highlighting the need for insurers to improve transparency and build stronger customer relationships.

Challenges, Barriers, and Satisfaction with Financial Services

High fees remain a major concern across both mobile money and formal financial services, with 34% of respondents citing them as the main challenge in fintech use and 46% identifying them as the biggest barrier to accessing formal financial systems. Other significant issues include network downtime at 28% and fraud or security concerns at 25%, while customer service and digital literacy challenges were reported by fewer users.

Despite these challenges, overall satisfaction with financial services is fairly positive. About 41% of respondents reported being satisfied and 14% very satisfied, while 38% were neutral. Only a small proportion, roughly 8%, expressed dissatisfaction. This suggests that although costs and service reliability are key pain points, most users acknowledge some level of satisfaction with available financial services.

When asked about improvements that would encourage more frequent use, nearly 45% of respondents called for lower fees. Better customer service and easier access to branches or agents were also seen as important by 20% and 19%, respectively. These insights highlight a clear demand for affordability, convenience, and improved service delivery to enhance engagement with financial products in Kenya.

Financial Constraints and Major Life Decisions

A large majority of respondents, 71%, reported postponing major life plans such as marriage, education, or starting a business due to financial reasons. Only 29% said they had not delayed any major plans. This indicates that financial challenges remain a significant barrier to personal progress for many Kenyans, affecting long-term goals and overall economic well-being.

Consumer Spending Adjustments

A significant 79% of respondents reported changing a product and opting for a cheaper alternative, while only 22% said they had not. This shows that most Kenyans are making cost-conscious decisions, likely influenced by economic pressures and the rising cost of living, as they prioritize affordability over brand or quality preferences.

Conclusion

Kenya’s financial landscape continues to set the pace for digital innovation in Africa, yet clear gaps remain between access, affordability, and depth of use. With 84.8% of adults now financially included and mobile money reaching 98% penetration, Kenya has achieved remarkable progress in expanding access to financial tools. However, challenges persist: 41% of respondents cite high fees as the main barrier to insurance and financial service uptake, while 44% express only moderate trust in insurance providers.

Financial strain remains widespread, with 71% of Kenyans delaying major life decisions due to money constraints and 79% opting for cheaper products to cope with rising costs. Despite these pressures, 55% of users report being satisfied or very satisfied with available financial services, evidence of a population that remains resilient, adaptive, and optimistic. Moving forward, Kenya’s financial ecosystem must prioritize affordability, transparency, and responsible innovation to ensure that its digital success story translates into sustainable financial well-being for all.

Methodology/About this Survey

This Exclusive Survey was powered by GeoPoll’s AI platform; Tuucho run via the GeoPoll mobile application and Mobile web in Kenya, the sample size was 2,500, composed of random users between 18 and 50. Since the survey was randomly distributed to an affluent audience the results are slightly skewed towards younger respondents.

These insights highlight not only the evolving nature of Kenya’s financial landscape, but also the power of GeoPoll in uncovering meaningful, data-driven narratives across diverse populations. Through its robust mobile-based survey technology and extensive reach across emerging markets, GeoPoll delivers fast, reliable, and actionable financial data that helps organizations, policymakers, and researchers understand consumer behavior, financial inclusion, and economic trends in real time. As digital finance continues to transform access and usage across Africa, GeoPoll remains at the forefront, bridging the gap between people and insights, and enabling smarter decisions through a deeper understanding of financial realities.

Please get in touch with us to get more details about our capabilities, explore more on various topics in Africa, Asia, and Latin America.

The post Kenya’s Financial Landscape Report 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.

As our Senior Network & Systems Engineer, Technology Operations, Pete has been the backbone of our technical infrastructure, ensuring that our global systems run smoothly, securely, and efficiently. His deep technical expertise and unwavering commitment have played a vital role in keeping our operations reliable, enabling GeoPoll to deliver high-quality data to clients and partners across the world.

Over the years, Pete’s contributions have gone far beyond systems and servers. His calm problem-solving approach, teamwork, and mentorship have inspired those around him and strengthened our entire tech team. Whether it’s resolving critical network issues or implementing cutting-edge solutions, Pete’s dedication ensures GeoPoll stays connected and operational around the clock.

We’re incredibly grateful for over a decade of innovation, reliability, and leadership. Thank you, Pete, for your hard work and for embodying the spirit of GeoPoll every day.

Here’s to many more years of success, growth, and impact together!

The post Celebrating 11 Incredible Years with Peter “Pete” Omolo at GeoPoll appeared first on GeoPoll.

GeoPoll’s latest country-specific study, Tanzania Financial Services and Usage 2025, delves deeper into how consumers are navigating this transformation, from mobile money and banking to insurance, loans, and financial planning, offering an in-depth look at the behaviors and challenges shaping the nation’s financial future.

Expanding Access Through Mobile Money

With 94 percent of Tanzanians using mobile money platforms such as M-Pesa, Tigo Pesa, and Airtel Money, digital finance has become the foundation of financial inclusion. The report reveals that mobile transactions dominate daily financial life, enabling millions to send and receive funds, pay bills, and save, even without formal bank accounts.

Banking and Credit Behavior

While 76 percent of Tanzanians now have a bank account, usage remains infrequent, as most rely on mobile channels for convenience. NMB Bank and CRDB Bank lead in trust and customer preference.
Meanwhile, 46 percent of respondents took a loan in the past year, with mobile lending apps emerging as the top credit source, underscoring the shift toward instant, tech-driven borrowing solutions.

Insurance and Financial Confidence

Insurance awareness is growing, but affordability remains a barrier. High premiums (37 percent) and limited understanding keep many uninsured. Still, health insurance leads uptake, showing potential for greater inclusion with better communication and pricing.

Key Takeaway

Tanzanians are eager adopters of digital finance but face persistent hurdles around high fees, network issues, and accessibility. To strengthen inclusion, stakeholders must focus on affordable, customer-centric, and transparent solutions that empower everyday users.

Get the Full Report

These are just a few of the findings from our new report: Tanzania Financial Services and Usage

The comprehensive, 21-page report covers:

• Income Sources – Formal employment (43%) and self-employment (28%) are the main income streams, while 13% depend on farming or agriculture.

• Mobile Money Usage – Used by 94% of Tanzanians, mainly for sending (78%), receiving (73%), and paying bills (60%). Over 60% use it daily or several times a day.

• Banking Trends – 52% have savings accounts; NMB (59%) and CRDB (28%) are the most trusted banks. Mobile apps (41%) are preferred over USSD for digital banking.

• Loans and Borrowing – 46% took a loan in the past year; mobile lending apps (27%) and banks (24%) are the top sources. Most borrow for business (26%) or emergencies (24%).

• Insurance – 45% have insurance, mainly health (54%). Barriers include high premiums (37%) and limited understanding (23%).

• Financial Challenges – High fees (36%) and network downtime (37%) are the main pain points for mobile and fintech users.

• Affordability and Life Impact – 71% delayed major life plans due to financial constraints, and 70% switched to cheaper products to cope with rising costs.

At GeoPoll, we offer mobile-first, rapid-turnaround consumer insights via our Tuucho Panel across Africa. Whether you’re testing new concepts, exploring market expansion, or fine-tuning your distribution strategy, our tools help you make smarter, faster decisions. Contact us today to get started.

The post Tanzania’s Financial Landscape: Mobile Money Dominates, But Challenges Remain appeared first on GeoPoll.

Too often, organizations rush into data collection because “we need new numbers,” “the donor requires an impact report,” or “it’s time for our quarterly customer satisfaction tracker.” The outcome is lots of data, limited insight, and even less action. Reports full of data that look good in a presentation but fail to guide a single real-world decision.

At GeoPoll, we believe research should always begin with the end in mind. Because when you know why you’re collecting data, you know what questions to ask, who to ask, and what to do with the answers. This is what separates meaningful research from expensive busywork.

Define the Destination Before You Set Off

Imagine trying to navigate a city without knowing your destination. You’d wander aimlessly, burn fuel, and maybe see some nice scenery, but you wouldn’t arrive anywhere useful. The same applies to research.

Before commissioning a single interview or designing a questionnaire, step back and ask:

• What problem are we trying to solve?
• What decision will this data inform?
• Who will use the findings, and how?
• What will success look like when this is done?

These questions sound basic, yet they are often skipped. A brand might run an awareness survey without knowing how the results tie into the marketing strategy. An NGO might evaluate a program without defining what “success” truly means to the community.

When you begin with the end in mind, every choice, from sampling method to survey length to required output, aligns with a purpose. You save time, reduce cost, and, most importantly, ensure that what you measure actually matters.

Some examples

Go beyond NPS and measure what matters

Net Promoter Score (NPS) is everywhere. It’s simple, familiar, and easy to compare over time. But brands might fall into the trap of tracking it mechanically, with little thought about what it represents or what to do with the number once it’s on a dashboard.

If your NPS rises or falls, what does that really mean? Without understanding the underlying reasons, customer experience, pricing, service quality, or product relevance, the number itself is meaningless.

Start instead with an assumption or an observation. Maybe you have seen lower repeat purchases in one market, or heard complaints about customer service. In that case, NPS becomes a diagnostic, a way to quantify sentiment and test your theory.

The point isn’t to abandon standardized metrics, but to embed them within a strategy that’s anchored in “why.” Numbers gain power only when they’re connected to decisions.

M&E/MEAL should feed learning, not compliance

In development and humanitarian programs, Monitoring and Evaluation (or MEAL -Monitoring, Evaluation, Accountability, and Learning) is essential. But somewhere along the way, the “L” starts getting lost.

Too many evaluations are driven by donor timelines rather than learning objectives. Teams might focus on ticking boxes: Was the program delivered on schedule? Were activities completed? Were outputs achieved?

All important questions, but they only scratch the surface. The real power of M&E lies in curiosity. What worked? What didn’t? Why did a particular community respond better than another? What can we adapt next time?

When learning drives M&E, it leads to growth. Organizations spot patterns, adjust strategies, and build institutional memory. When compliance drives M&E, it ends in a report, and sadly stops there.

At GeoPoll, we encourage partners to treat evaluation as a living process, not a paperwork exercise. The goal isn’t just to prove accountability; it’s to build understanding.

Data Without Purpose Is Just Data

It is easy to drown in data, especially in the age of real-time dashboards and AI analytics. But more data doesn’t necessarily mean more clarity.

We often see organizations collecting everything because they can. The problem is, when data isn’t tied to a decision, it becomes digital clutter. Charts look impressive, but they don’t move strategy forward.

The most effective projects start by defining a decision point. For example:

• A consumer goods company might want to decide whether to expand into a new market.
• A development agency might want to know whether its youth training program is improving employability.
• A media brand might need to test whether a new campaign message resonates.

Once that decision is clear, the research design falls into place naturally. You end up with insights that are immediately usable, not just interesting.

A Quick Reality Check – What Happens After the Report?

A useful way to test your research purpose is to imagine the final meeting – the moment you’re presenting results to your team, board, or donor.

Ask: What do I want them to do once they see this data?
If you can’t answer that, the research plan needs to be refined.

Data should create momentum. It should drive next steps, inform decisions, or challenge assumptions. If the findings “sit on file,” the project has failed, regardless of how statistically rigorous it was.

That’s how data becomes strategy, not a static report, but a tool for smarter action.

Purpose-Driven Research in Practice

When you begin with a clear purpose, every decision across the research process aligns with your ultimate goal. You spend less time collecting noise and more time generating clarity.

So, before your next project kicks off, pause and ask yourself: What am I really trying to learn, and what will I do once I know it? Answer that honestly, and you won’t just collect data, you’ll create impact.

At GeoPoll, our experts sit with clients to refine those objectives and shape studies that deliver impact. We don’t just collect data; we co-create research that answers the right questions, in the right way, for the right decisions. Every project begins with a clear definition of purpose – what needs to change, who needs to know, and how insights will drive that change. We help guide the process end-to-end to ensure that every project starts with purpose and ends with insight.

We design with intent from day one.

For example:

• In humanitarian contexts, we help organizations rapidly collect post-crisis feedback, not just to report back to funders, but to adjust response strategies in real time.
• In brand tracking, we link consumer sentiment to actual market behavior, so marketing teams can act on trends while they still matter.
• In development research, we combine quantitative surveys with qualitative feedback to turn community voices into actionable lessons.

Contact us for a free consultation for your next research.

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Yet, many brands still face challenges:

• Fragmented insights spread across agencies, media partners, and internal teams.
• Lagging data that only arrives after opportunities are lost.
• Surface-level metrics (likes, clicks) that don’t connect to real business outcomes.

The result is that decisions are made with partial information, campaigns fall short, and budgets are wasted.

This is where a thoughtful approach to KPIs comes in. Simply tracking every metric can lead to analysis paralysis, and tracking vanity metrics can be a wasted effort. The most successful organizations understand that KPIs are not just numbers but a direct reflection of a company’s goals. When used correctly, they become a powerful engine for data-driven decision-making.

The Power of Purpose-Driven KPIs

A well-defined KPI strategy transforms data from a passive report into an active roadmap for improvement. When you focus on the right indicators, you can:

• Identify Trends and Patterns: Consistently tracking key metrics can help you spot emerging trends in consumer behavior, market sentiment, and campaign performance, allowing you to be proactive and adapt your strategy to capitalize on opportunities or mitigate risks before they escalate. For example, a sudden shift in brand awareness in a specific region might indicate a new competitive threat or a successful grassroots campaign that deserves more investment.
• Optimize Resource Allocation: Marketing and operational budgets are finite. KPIs provide a clear, objective way to measure the return on investment (ROI) for different initiatives. Knowing which channels are delivering the best results in terms of leads, conversions, or customer acquisition cost can help you reallocate resources from underperforming areas to those with proven success, ensuring every dollar works harder.
• Enable Data-Driven Decisions: Moving beyond intuition to make decisions based on tangible evidence is a game-changer. Whether it’s launching a new product, entering a new market, or refining your messaging, KPIs provide the hard data needed to make confident, informed choices. This not only increases the likelihood of a positive outcome but also fosters a culture of accountability and continuous improvement.

Shift from Metrics to Meaningful Insights

The most effective KPI tracking goes beyond a static dashboard. It’s a dynamic process that involves collecting data in a way that provides context and depth. This requires a holistic view, combining quantitative metrics with qualitative insights.

For instance, while a high click-through rate on a social media ad is a great metric, understanding why that ad resonated with a specific audience, through sentiment analysis or direct feedback, provides a far more valuable insight. This blend of “what” and “why” allows you to replicate successes and avoid repeating mistakes.

Similarly, in sectors like international development, understanding how local factors influence project outcomes is crucial. Tracking progress against goals is one thing; receiving real-time feedback from beneficiaries on the ground is what truly informs a successful and impactful strategy.

Brands that win are shifting away from vanity metrics toward value-driven KPIs. This means moving beyond impressions and click-throughs to track deeper indicators such as:

• Awareness and recall – Do consumers know your brand and remember your campaigns?
• Consideration and preference – Are you top of mind when purchase decisions happen?
• Usage and loyalty – Do consumers return, and how do they compare you to your competitors?
• Perception shifts – Has your positioning improved on quality, trust, or relevance?

Tying these indicators directly to business strategy helps brands better understand not only what people are doing, but why they’re doing it, and what that means for growth.

The Real-Time Advantage

Quarterly or annual KPI reports often arrive too late to influence decisions. By contrast, real-time KPI tracking enables brands to identify opportunities and threats as they emerge. This provides three critical advantages.

• Agility in campaign optimization. A retailer running a back-to-school campaign, for instance, can adapt messaging and media allocation based on daily performance rather than waiting for month-end reports.
• Crisis prevention. Early detection of sentiment shifts enables brands to address issues before they escalate into viral problems. A food brand might notice declining trust scores in specific regions and investigate supply chain concerns before they impact sales.
• Competitive intelligence. Understanding how your brand moves relative to competitors helps identify white space opportunities and defensive priorities. When awareness drops while competitors rise, you know exactly where to focus resources.

A Framework for Effective KPI Tracking

The most effective KPI strategies follow a simple but powerful framework:

• Align Metrics with Business Goals: Every KPI must be directly tied to strategic objectives. If improving a metric does not enhance business performance, it is a distraction from the real goal. Every KPI should answer: “If this number improves, how does our business improve?” Vanity metrics fail this test.
• Combine Quantitative and Qualitative Insights: Numbers show what happened, while context explains why. Both are required for actionable intelligence. A spike in brand consideration means little without understanding the drivers behind it.
• Set Clear Action Triggers: Define specific points at which KPI changes trigger strategic responses, ensuring that insights translate into action. For example, when brand awareness drops below X%, or competitor preference rises above Y%, what’s your playbook?
• A continuous feedback loop. Use insights to inform strategy, then measure whether strategic changes deliver intended results. This creates a continuous improvement cycle that compounds over time.

How GeoPoll Delivers Actionable Insights – Try TuuCho

At GeoPoll, we believe that real-time, high-frequency data is the foundation of powerful KPI tracking. Our tech-driven methodologies enable us to collect data from a large and diverse panel of respondents and provide a consistent stream of information that businesses and organizations can use to monitor their KPIs as they change. Powered by AI for near real-time analysis, our output is insights that give you a clear and immediate picture of performance on the ground to make critical adjustments with confidence.

Take TuuCho by GeoPoll, for example. You subscribe to a service that gives you three surveys per month with real-time dashboards and insights-packed reports within 48 hours of running the surveys. One of the surveys can be a tracker that consistently tracks your KPIs. One of the other two can synthesize findings from the tracker to provide the why, and your other survey can focus on any area of strategic interest.

Contact us to learn how GeoPoll can help you define, track, and act on the KPIs that matter most to your organization, and request a demo on how TuuCho by GeoPoll can assist you.

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