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The Need for Market Research in African Developing Countries
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 Market Research in Africa

          Insights Valley Europe
      Corporate Research Conference
                Amsterdam
            7 September, 2012




                                                    Gitta van der Meer
                                        http://www.researchafrica.com
                                      E-Mail: info@researchafrica.com
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                                Innovative mobile
                                                       Uganda
   Social Impact                   technology



                                                     The Netherlands
  BoP


Inclusive
Business                                 Open Data
                  Knowledge
                customer base
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                WHY AFRICA?
 Booming market, fastest growing economy in next
  5 years
 $1.8 trillion economy

 Rate of return on foreign investment higher than
  any other developing region
 Uganda economic growth 6.41% per year vs. 4.66%
  China and 1.97% the Netherlands
 Only 1% of total global market research budget
  invested in Africa
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MOBILE PHONES IN
     AFRICA


 > 1 BILLION population
   53% mobile phone users, > 500 MILLION
 > 1 MILLION new subscribers every month (most BoP, < 2$ p/day)
 > 48 MILLION people have a mobile phone, but no electricity
 2013 an estimated 1,7 BILLION people worldwide will have a mobile
  phone, but no bank account (M-Pesa, mobile money)
 95% of text messages is read within 4 minutes
The Need for Market Research in African Developing Countries
EUROPE                               AFRICA

• Advanced technology                 • Basic technology (low-end
  (smartphones)                         phones)
• 24/7 Online access                  • Limited online access
• High penetration of mobile          • High penetration of voice and SMS
  internet & survey apps              • Logistic challenges
• High education and literary level   • Educational and literacy limitations
EUROPE                               AFRICA

• Advanced technology                 • Basic technology (low-end
  (smartphones)                         phones)
• 24/7 Online access                  • Limited online access
• High penetration of mobile          • High penetration of voice and SMS
  internet & survey apps              • Logistic challenges
• High education and literary level   • Educational and literacy limitations
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                          OUR APPROACH

 Insight consumer base commercial companies - particularly ‘Base of
  the Pyramid‘

      better match supply / demand
      more customized services and products
      product improvement
      close contact with target groups - anticipate market changes, evolve and adapt



 Insight target groups NGOs, UN agencies, and government
  bodies

      better informed people
      improved healthcare & education
      reduced poverty
      increased contribution environmental protection
      design and implement more tailored strategies
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            HOW DOES IT WORK?
 Flexible mobile phone platforms (SMS/IVR, toll free)
 Call centers
 Mobile data collection applications
 Internet surveys
 Client database / Database creation through
  marketing campaigns / Profiled database (Research
  Panel, on-line or SMS registration)
 Rewards / Incentives (e.g. mobile phone credit)
 Sample size co-developed with Worldbank
 Real-time accessible & trustworthy results
 Visualization tools
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         UNILEVER CASE



What?               - Impact survey on Global Hand Washing Day campaign, Uganda
Partner / Client:   - USAID and Unilever-Lifebuoy
How:                - Interactive SMS (English) and call center (English and local languages) further to SMS
                       pledges (12,000 pledges)
Database:           - International hand washing day campaign (Participant pledge by SMS)
Goals:              - Insight attitude & create awareness hand washing to prevent diseases
                    - Insight soap brand awareness & product feedback
Win-win:            - Increased brand awareness Unilever-Lifebuoy & increased awareness dealing with poor
                      sanitation & hygiene
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                    GIZ CASE



What?               - Monitoring and Evaluation solar system performance & use, Northern Uganda
Partner / Client:   - GIZ / PREEP (‘Access to Solar program’)
How:                - Interactive SMS (English) and call center (English and local languages)
Database:           - Existing GIZ database of customers who bought a solar system under the program
Goals:              - Evaluate performance/use/dealers solar systems
                    - Improve access to affordable modern energy services in rural/remote areas in Uganda
                    - Evaluate use solar energy
Win-win:            - Insight customers’ opinion of & experience with solar systems
                    - Collection information on dealer performance & systems quality
                    - Increased support for renewable energy
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   PANEL RESEARCH



What?               - Establish a representative panel for market research
Partner / Client:   - Available for use by any commercial or non-profit entity
How:                - Marketing campaign via radio, TV, Internet, social media
                    - Registration panelists via SMS or Internet
                    - Careful profiling via call center (English and local languages)
                    - Incentives provided for participation
Goal:               - Provide insight in consumer attitudes, knowledge levels and behavior in Africa
Result:             - Profiled database to be used for market research
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LESSONS LEARNED

                                             good brand
   CUSTOMERS WANT TO BE HEARD
                                             knowledge


                                IMPORTANCE
great variety in participants
                                OF

                                TRUST
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         THANK YOU

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The Need for Market Research in African Developing Countries

  • 2. CLICK TO EDIT MASTER TITLE STYLE Market Research in Africa Insights Valley Europe Corporate Research Conference Amsterdam 7 September, 2012 Gitta van der Meer http://www.researchafrica.com E-Mail: info@researchafrica.com
  • 3. CLICK TO EDIT MASTER TITLE STYLE Innovative mobile Uganda Social Impact technology The Netherlands BoP Inclusive Business Open Data Knowledge customer base
  • 4. CLICK TO EDIT MASTER TITLE STYLE WHY AFRICA?  Booming market, fastest growing economy in next 5 years  $1.8 trillion economy  Rate of return on foreign investment higher than any other developing region  Uganda economic growth 6.41% per year vs. 4.66% China and 1.97% the Netherlands  Only 1% of total global market research budget invested in Africa
  • 5. CLICK TO EDIT MASTER TITLE STYLE
  • 6. CLICK TO EDIT MASTER TITLE STYLE MOBILE PHONES IN AFRICA  > 1 BILLION population  53% mobile phone users, > 500 MILLION  > 1 MILLION new subscribers every month (most BoP, < 2$ p/day)  > 48 MILLION people have a mobile phone, but no electricity  2013 an estimated 1,7 BILLION people worldwide will have a mobile phone, but no bank account (M-Pesa, mobile money)  95% of text messages is read within 4 minutes
  • 8. EUROPE AFRICA • Advanced technology • Basic technology (low-end (smartphones) phones) • 24/7 Online access • Limited online access • High penetration of mobile • High penetration of voice and SMS internet & survey apps • Logistic challenges • High education and literary level • Educational and literacy limitations
  • 9. EUROPE AFRICA • Advanced technology • Basic technology (low-end (smartphones) phones) • 24/7 Online access • Limited online access • High penetration of mobile • High penetration of voice and SMS internet & survey apps • Logistic challenges • High education and literary level • Educational and literacy limitations
  • 10. CLICK TO EDIT MASTER TITLE STYLE  OUR APPROACH  Insight consumer base commercial companies - particularly ‘Base of the Pyramid‘  better match supply / demand  more customized services and products  product improvement  close contact with target groups - anticipate market changes, evolve and adapt  Insight target groups NGOs, UN agencies, and government bodies  better informed people  improved healthcare & education  reduced poverty  increased contribution environmental protection  design and implement more tailored strategies
  • 11. CLICK TO EDIT MASTER TITLE STYLE HOW DOES IT WORK?  Flexible mobile phone platforms (SMS/IVR, toll free)  Call centers  Mobile data collection applications  Internet surveys  Client database / Database creation through marketing campaigns / Profiled database (Research Panel, on-line or SMS registration)  Rewards / Incentives (e.g. mobile phone credit)  Sample size co-developed with Worldbank  Real-time accessible & trustworthy results  Visualization tools
  • 12. CLICK TO EDIT MASTER TITLE STYLE UNILEVER CASE What? - Impact survey on Global Hand Washing Day campaign, Uganda Partner / Client: - USAID and Unilever-Lifebuoy How: - Interactive SMS (English) and call center (English and local languages) further to SMS pledges (12,000 pledges) Database: - International hand washing day campaign (Participant pledge by SMS) Goals: - Insight attitude & create awareness hand washing to prevent diseases - Insight soap brand awareness & product feedback Win-win: - Increased brand awareness Unilever-Lifebuoy & increased awareness dealing with poor sanitation & hygiene
  • 13. CLICK TO EDIT MASTER TITLE STYLE GIZ CASE What? - Monitoring and Evaluation solar system performance & use, Northern Uganda Partner / Client: - GIZ / PREEP (‘Access to Solar program’) How: - Interactive SMS (English) and call center (English and local languages) Database: - Existing GIZ database of customers who bought a solar system under the program Goals: - Evaluate performance/use/dealers solar systems - Improve access to affordable modern energy services in rural/remote areas in Uganda - Evaluate use solar energy Win-win: - Insight customers’ opinion of & experience with solar systems - Collection information on dealer performance & systems quality - Increased support for renewable energy
  • 14. CLICK TO EDIT MASTER TITLE STYLE PANEL RESEARCH What? - Establish a representative panel for market research Partner / Client: - Available for use by any commercial or non-profit entity How: - Marketing campaign via radio, TV, Internet, social media - Registration panelists via SMS or Internet - Careful profiling via call center (English and local languages) - Incentives provided for participation Goal: - Provide insight in consumer attitudes, knowledge levels and behavior in Africa Result: - Profiled database to be used for market research
  • 15. CLICK TO EDIT MASTER TITLE STYLE LESSONS LEARNED good brand CUSTOMERS WANT TO BE HEARD knowledge IMPORTANCE great variety in participants OF TRUST
  • 16. CLICK TO EDIT MASTER TITLE STYLE THANK YOU