Market Research
The Future Of Market Research: Global, Regional, And Kenyan Perspective
By Chris Githaiga
In an era defined by rapid technological advancement, shifting consumer expectations, and economic uncertainty, market research has emerged as a cornerstone of strategic decision-making. No longer confined to static surveys and quarterly reports, the industry has transformed into a dynamic, data-driven ecosystem that empowers businesses to respond to change in real time. Globally, regionally, and locally within Kenya, market research is evolving- becoming faster, smarter, and more integrated than ever before.
At the global level, the market research industry is valued at over $ 150 billion in 2025, reflecting its critical role in guiding corporate strategy, public policy, and innovation. Leading firms such as Ipsos, Nielsen, and Kantar have embraced artificial intelligence, machine learning, and mobilefirst methodologies to deliver insights that are not only timely but predictive. Ipsos has demonstrated resilience and adaptability in a volatile landscape. In its Q1 2025 financial report, the company posted revenues of € 568.5 million, marking a 2.0 % increase compared to the previous year. The EMEA region led growth with a 6.1 % rise, driven by strategic acquisitions and expanding demand for agile research solutions. Meanwhile, the Americas faced headwinds due to political and economic instability, underscoring the importance of regional responsiveness in research strategies.
Several key trends are shaping the global market research space. Artificial intelligence has become central to data collection and analysis, enabling researchers to process vast datasets and uncover patterns that would be impossible to detect manually. Predictive modelling is now a standard feature, helping businesses anticipate consumer behaviour, optimize pricing strategies, and identify emerging opportunities. Mobile-first engagement has also become the norm, with over 6.8 billion smartphone users worldwide providing a rich stream of behavioural
For corporates operating globally, regionally, or locally in Kenya, the implications are clear. Investing in agile research platforms is no longer optional- it’ s a strategic imperative. Mobile-first engagement is essential to reach younger, digital-native audiences. data. This shift has made traditional survey methods increasingly obsolete, replaced by app-based feedback tools, passive data collection, and real-time sentiment tracking.
Ethical data practices are gaining prominence as consumers become more aware of how their information is used. In response, market research firms are investing in secure platforms, transparent methodologies, and clear consent protocols. This emphasis on trust is not only a moral imperative but a strategic advantage, as businesses that prioritize ethical data use are more likely to retain customer loyalty and avoid regulatory pitfalls.
Ipsos’ Predictions 2025 Report offers a compelling snapshot of global sentiment. Seventy-one percent of respondents across 31 countries expressed optimism about the year ahead, while 51 percent anticipated economic improvement. These figures reflect a cautious but hopeful consumer base, one that is increasingly influenced by environmental concerns, digital experiences, and personalized brand interactions. Notably, 80 percent of respondents believe global temperatures will rise, highlighting the growing importance of sustainability in consumer decision-making.
Across Africa, the market research landscape is vibrant and rapidly evolving. With over 60 percent of the population under the age of 25, the continent presents a dynamic canvas for brands seeking to understand emerging consumer segments. Mobile internet usage continues to
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