As Africa garners more commercial attention, we look to define the middle class in this market.
ESOMAR is delighted to be a partner of AMRA and be able to share the knowledge and expertise of its members from around the globe. “The event has marked a remarkable moment in the life and history of our industry. We wish AMRA a bright future and we look forward to continuing our cooperation” says Finn Raben, ESOMAR Director General, who spoke at this inaugural event.
Finally the African Market Research community found its place on the busy agenda of conferences being organised all over the world!
16 and 17 February 2007 are the dates when the African Market Research Association (AMRA) will be officially launched at the AFRICA Forum 2017 to be held in Johannesburg (South Africa).
This first Africa Forum is organized by AMRA and event partners AMISE in Morocco, MSRA in Kenya, NiMRA in Nigeria, SAMRA in Southern Africa, and ESOMAR World Research: it will set the African Agenda for market research (including social research and opinion polling).
It will be a moment of celebration! The programme which has been developed by a group of experts representing the event partners will demonstrate excellence and inspiration throughout the two days of activities.
Four undeniable reasons for joining the Africa Forum
- Be part of History: the Africa Forum will mark the official launch of the African Market Research Association (AMRA). Being there will be of significant importance for marking this historical moment!
- Shape the Future: the launch of AMRA means that you can help shape the agenda for the African Market Research community: a key resource for the industry in Africa and for those who look at Africa as the place to grow their business. The Africa Forum will be the catalyst for the future of the Market Research industry in the continent!
- Build your Africa Network: research agencies, clients, advertisers, service companies coming from across Africa and the world will be there and will be eager to network, make new contacts, meet colleagues and share experiences – This is indeed a unique opportunity to have the very best of the Market Research industry representing the African continent all in one place. How can you resist the temptation of being there!
- Share and Learn: …and finally…the Africa Forum programme will ignite sharing of innovations and contribute to the body of knowledge in Africa.
To celebrate the journey ahead, an impressive line-up of African and international speakers awaits delegates at this once-in-a-lifetime two-day event
Opening speaker Berenike Ullmann is Vice-President, Consumer and Market Knowledge, for Procter and Gamble IMEA (India, Middle East and Africa). She is a champion of consumers and expert in research and African life. She has spent more than 30 years doing consumer understanding work in China, Asia, the Middle East, Africa, Central and Eastern Europe. Berenike will be sharing her thoughts about the transformation of consumers and markets and hence of research needs, using examples from Africa, China, the Philippines and other emerging markets, for inspiration.
Swaady Martin is the founder and CEO of the SWAADY GROUP, a woman-owned social enterprise; transforming African agricultural commodities locally to contribute to the reversal of the African commodity trap. The group’s pioneer brands, YSWARA and AKRAFO, are perceived amongst Africa’s leading luxury and premium brands and are present at recognised luxury retailers in 15 countries in Africa, USA, Europe, Middle-East and Asia. Swaady has received recognition and numerous distinctions and awards from big names such as Forbes, Oprah Winfrey and Aljazeera. She is also the author/creator of the “Luxe Ubuntu” concept, an inclusive luxury business model providing economic value and meaningful income to all the members of the supply chain, who participate in the production of luxury products.
Storytelling is one of the most important techniques for presenting research, and storytelling is a strong African tradition that cuts across African cultures, and Africa should be leading the way globally, when it comes to storytelling. Gcina Mhlophe has been writing and performing on stage and screen for over 20 years. She is South Africa’s favourite storyteller, and maintains that storytelling is the information technology of yesteryear. “For as long as there have been people in the world, there have been stories – long before all the great respectable sciences were known to us”. Gcina feels that the well-known traditional tales of Africa have worldwide appeal, as they recur in different versions in many other parts of the world. Gcina’s writings have been translated into German, French, Italian, Swahili and Japanese. She has received awards from BBC Africa, the Edinburgh Festival, Sony, London Open University and the University of KwaZulu-Natal, amongst others.
More than 30 carefully selected presentations will cover topics such as
- African client perspectives
- Digital research
- Technology and research in Africa
- Neuro marketing research
- The future of the insights function
- Research and corporate decision making
- Professional standards
- Opinion polling in Africa
- Socio-economic classification systems
- The challenge of sampling and weighted data in Africa
- Motivating research participation
- The marketing of market research
- Young Africans and the future of Africa
- Intercultural consumer understanding
- Using social networks for research
ESOMAR is proud to be an AFRICA Forum 2017 partner. We look forward to supporting AMRA and ensuring that the Africa Forum will become an established appointment in the calendar of market research professionals in Africa and beyond.
This is your chance to be part of history: visit www.africanmra.org for programme details and to book – space is limited!
Melissa Verreynne and Francois Conradie
What growing consumption demand in africa means for business
Explosive growth in Africans’ disposable income will result in a surge in consumer demand over the next few decades.
It is a given that Africa’s economic growth over the next few years will be rapid – continued commodity-fuelled growth combined with rents from new energy discoveries and Africa’s role in growing food for an expanding global population will ensure healthy increases in economic output for decades to come. It is obvious that these revenues will boost per capita incomes and consumption demand, but wholesalers, retailers and marketers would do well to begin thinking with greater precision about what, specifically, these increasing incomes will be spent on. The best clue as to what Africans will spend their higher incomes on may be obtained by asking what Indians and Chinese spent their increasing incomes on when those countries saw per capita gross domestic product (GDP) rise quickly in the 1990s and 2000s.
First, some detail about the characteristics of the African consumer market story may be useful. The main reason for the current growth in consumption demand on the continent is demographic. Africa’s population is growing, and fast. According to United Nations (UN) projections, Africa’s population will exceed India’s by 2023 and China’s by 2025. The continent is forecast to be home to close to two billion people by 2041, double the current figure. Thus, looking solely at the size of the consumer market, the potential of the African market is immense.
At the same time, this population is becoming richer. This trend results mainly from the change which is underway in the population’s age structure. Changes in public health policy and culture are pushing fertility rates down, especially in North Africa, so the shape of the population pyramid is changing. The base – the proportion of children in the population – is narrowing, and the proportion of people in the older cohorts is growing. As a result, the dependency ratio – the ratio of people in the economically active period of their lives to the young and the old whom those workers must support – is improving. This means that working Africans are supporting fewer dependents than ever before, and they are spending the extra disposable income that results from that situation on several categories of consumer goods.
If you’re an ESOMAR member you can read the full interview in MyESOMAR in the digital copy of Research World. If you are not a member of ESOMAR you can join and receive a free copy of Research World 6 times a year or alternatively you can sign up for a subscription of the magazine in our publications store.