Market research generating social impact

Research Africa

The Research Africa project aims to set up a market research agency in Uganda, focusing on social impact. Research Africa will create activities that expand opportunities for the ‘Base of the Pyramid’ (low-income people) in developing countries. Our business model empowers low-income individuals as valued consumers of products and services. In exchange for feedback the short-term benefit for respondents is the mobile phone credit they receive for participating in market surveys. Long-term benefits will involve organisations implementing tailored strategies towards their target groups, which in turn leads to better activities, products and services based on peoples’ needs. Organisations in developing countries have a growing need for market research. Firstly because actors in development have to be more transparent about results to demonstrate their effectiveness. Secondly, in a time of economic growth across Africa, businesses are experiencing an increasingly competitive environment and a growing need for information about consumers’ needs and demands.