continent, especially when compared to the wide range of syndicated tools available in more developed regions. This challenge is further compounded by limited awareness of a growing number of African research firms that offer agile, mobile-first, and contextually relevant solutions. Despite their innovation and relevance, these firms are still underutilized, in part due to continued reliance on global consultants and legacy partners.
The role of research agencies
Research agencies, especially those born in Africa or focused on African markets, have a critical role to play in reshaping how data is viewed and used. Their influence should go beyond delivering reports. The following five actions can help them lead this shift.
Evangelize the ROI of data
Agencies should move beyond supplying statistics and start showing how data delivers real business results. Sharing case studies where insights led to revenue growth, improved market share, or better customer retention helps build credibility and buy-in.
Make data accessible and actionable
Executives need quick, clear takeaways. Agencies should present findings using dashboards, visuals, and sharp summaries that make insight easy to absorb and apply in decision-making.
Localize methods and panels
To ensure insights reflect real consumer behavior, agencies should use tools that suit local contexts. Mobile surveys, WhatsApp interviews, and communitybased sampling help capture more authentic data.
Co-create with clients
Research works best when it is developed with the client. Agencies should engage marketing and strategy teams early, shaping questions together and ensuring findings are fed directly into execution.
Educate the market
Agencies should help businesses become better users of data. This includes sharing thought leadership, offering short training, and helping teams understand how to turn insights into action.
Africa does not lack opportunity. It lacks clarity. That clarity comes from data. For companies focused on sustainable growth, data is not a luxury. It is a competitive necessity. Research agencies are not just service providers. They are strategic partners that help unlock Africa’ s full potential by turning complexity into actionable understanding.
Six practical strategies to extract value from research in lean times
In today’ s business environment, where budgets are tighter, economic conditions remain uncertain, and pressure for shortterm performance is rising, decisionmakers must approach research with greater precision. Preserving capital does not mean cutting out insights. It means being more strategic about how research is done, when it is applied, and who it is done with. Below are six practical ways to generate valuable insights without overspending.
Start small and pilot before scaling
Instead of investing in a large, expensive study from the outset, begin with focused research to test key assumptions. Quickturn methods like pulse surveys or lean ethnographic interviews can provide directional insights quickly. For example, a 10-question survey with 200 consumers in a core market can reveal early signals before rolling out a full product or campaign.
Tap into syndicated or shared data
Subscription-based data platforms offer cost-effective access to ongoing insights. Firms such as Morning Consult and Kasi Insight provide sentiment trackers, brand dashboards, and behavioral trend data. Subscribing to a quarterly sentiment index can eliminate the need for repeated custom surveys while keeping your team informed on market shift.
Use research-as-a-service models
Modular, digital-first research services let you purchase only what you need. Whether it’ s a market snapshot, one wave of brand tracking, or a few expert interviews, usage-based models help control costs while aligning research efforts with business priorities.
Leverage internal and existing data sources
Most organizations already hold valuable data in sales reports, CRM systems, social media analytics, and customer feedback. Instead of starting from scratch, combine internal data with light external validation. For instance, pairing sales performance with a brief attitudes survey can reveal why certain products underperform in specific markets.
Co-fund or collaborate on research
When tackling shared challenges or entering new markets, consider partnerships to reduce costs and broaden learning. A telecom provider, FMCG brand, and bank could co-sponsor a study on Gen Z digital behavior in key African cities, generating broader value with lower individual spend.
Define clear business questions from the start
To ensure impact, every research effort must be guided by a specific decisionmaking need. Vague prompts like“ understand consumer behavior” often produce unfocused data. Instead, frame the question precisely such as“ What feature is most likely to drive adoption of our new low-data mobile plan in Nairobi?” This clarity leads to more relevant insights and better business outcomes.
In today’ s climate, the most competitive companies are not those that spend the most on research, but those that use it the most intelligently. Lean, agile, and well-targeted insights still offer a clear path to confident decisions and effective execution.
Yannick Lefang is the Founder of Kasi Insight, Africa’ s leading decision intelligence company empowering business leaders and entrepreneurs to make crucial decisions with confidence. You can commune with him via email at: Info @ kasiinsight. com.