surge, with more than 500 million smartphone users across Africa. This digital penetration has made mobile-first research methodologies essential, allowing firms to reach consumers in real time and in their preferred formats.
Price sensitivity and brand loyalty are particularly pronounced in African markets. Ipsos data from Nigeria revealed that 70 percent of consumers switched brands in 2024 due to price increases, highlighting the need for deeper behavioural insights and valuedriven engagement strategies. The African Continental Free Trade Area( AfCFTA) is also influencing research priorities, as businesses seek cross-border insights to support regional expansion and harmonized consumer strategies.
African firms are increasingly leveraging artificial intelligence to personalize offerings based on hyper-local data, from language preferences to cultural nuances. This approach not only enhances customer satisfaction but also improves operational efficiency by aligning products and services with actual consumer needs. Ipsos Africa has expanded its footprint across more than 20 countries, supporting sectors ranging from fast-moving consumer goods to public policy. Their regional studies on youth behaviour, media consumption, and political sentiment are shaping both corporate and governmental strategies.
Kenya stands out as a regional hub for market research innovation. With a projected GDP growth of between 4.5 and 5.4 percent in 2025, the country’ s expanding middle class, digital infrastructure, and entrepreneurial spirit are fuelling demand for nuanced consumer insights. Over 75 percent of Kenyans are under the age of 35, prompting brands to invest in psychographic research that captures lifestyle preferences, aspirations, and digital behaviour.
Market research in 2025 is not just about collecting data- it’ s about connecting dots, predicting behaviour, and driving strategy. Whether you’ re a multinational brand, a regional player, or a Kenyan startup, the tools and trends shaping this space are more powerful and accessible than ever.
Retail and real estate analytics are gaining traction in Kenya, driven by strategic investments and shifting consumer patterns. Despite subdued spending in some sectors, businesses are turning to location-based and demographic research to identify growth opportunities. Public- Private partnerships in infrastructure development are also creating new avenues for B2B and policy-oriented market research. These partnerships are not only reshaping the physical landscape but also influencing consumer behaviour, mobility, and access to services.
Ipsos Kenya continues to play a pivotal role in shaping the local research narrative. Their regular polls on political approval ratings, media trust, and issuebased sentiment are widely referenced by corporates and policymakers. In a recent survey, 62 percent of Kenyan respondents expressed concern about inflation, while 58 percent felt optimistic about the country’ s direction. These insights are helping businesses tailor messaging and product offerings to align with public sentiment, ensuring relevance and resonance in a competitive market. Ipsos’ global and regional data paints a nuanced picture of consumer behaviour in 2025. Across markets, optimism is tempered by economic concerns, environmental awareness, and shifting brand loyalties. In Kenya, 46 percent of respondents expect economic improvement, while 55 percent report switching brands due to price sensitivity. Trust in media remains moderate, with 50 percent expressing confidence in local news sources. These statistics underscore the growing importance of longitudinal studies, sentiment tracking, and scenario planning in modern market research. Businesses are no longer content with retrospective data- they demand forwardlooking insights that guide strategic decisions in real time.
Looking ahead, the future of market research is one of integration and intelligence.
Imagine a sleek digital workspace where artificial intelligence dashboards visualize global trends, African consumer data flows seamlessly into predictive models, and Kenyan business analytics are layered with psychographic insights. Voice and video feedback are transcribed and analysed instantly, while ethical frameworks guide every data point collected. This vision is not far off. Market research firms are already investing in platforms that combine qualitative and quantitative data, automate analysis, and deliver insights through intuitive interfaces. The goal is to empower decision-makers with tools that are not only fast and accurate but also contextually rich and ethically sound. 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.
Collaborating with trusted firms like Ipsos ensures data integrity and actionable outcomes. And adapting to shifting consumer values, especially around sustainability, privacy, and personalization, is key to long-term relevance.
In conclusion, market research in 2025 is not just about collecting data- it’ s about connecting dots, predicting behaviour, and driving strategy. Whether you’ re a multinational brand, a regional player, or a Kenyan startup, the tools and trends shaping this space are more powerful and accessible than ever.
As Ipsos and other leaders continue to innovate, the challenge for businesses is to stay curious, stay ethical, and stay ahead.
Chris Githaiga, is the Managing Director, Ipsos in Kenya. You can commune with him on this or related matters via email at: Chris. Githaiga @ ipsos. com.