Connecting African consumers with companies like Uber and Diageo through cutting-edge consumer insights
LONDON, UK / ACCESSWIRE / December 17, 2021 / With increasing household consumption and urbanization on the continent, Africa represents a veritable goldmine for companies looking to expand their markets.
But this market remains largely untapped because companies rely on traditional methods of gathering basic and value consumer insights, market research, and data. These methods are usually labor intensive with face-to-face practices and are labor intensive. And even after all these inputs, physical consumer research can often result in inaccurate data after long periods of time.
Africa’s population will make up a fifth of the world’s population by 2025, creating the world’s fastest growing consumer market  . However, this consumer group has largely been forgotten by traditional market researchers, leading to a disconnect between the products consumers get and those they need.
“Africa is the last market. These consumers are getting more and more valuable. Not only do businesses need to understand their habits and trends in the region to open up the market, but Africans also deserve access to products and services that fit the continent’s unique conditions,” says Survey54 CEO and Co-founder Stefan Ayson.
Survey54 (https://Survey54.com/) is a consumer research platform that provides solutions that simplify the process of creating and tracking surveys and insights for marketing teams and researchers.
However, companies find it difficult to get an accurate consumer search on the continent, especially at a reasonable price and fast turnaround time. This is why new research methods that embrace technology will spur economic growth in Africa, Eason says.
“We make it easier by building technology that can reach those in rural areas and those in low-income cities into high-income cities. We are also making it affordable, allowing small, medium and large businesses to make data-driven decisions that serve the needs of consumers on the continent.
Survey54 addresses the traditional challenges of data collection on the continent through dynamic market research channels, including Data Free Web Link, USSD, and Lightweight Data Mobile Application. The responsive and responsive mobile-led platform has successfully solved major limitations caused by personal data collection, using machine learning to predict trends through data.
This technology-first approach will be in high demand as young people in Africa become income earners. In the next decade, consumers aged 16-34 (53% of income earners in Africa) are likely to contribute more than $400 billion to total consumption growth.  .
The consumer research platform has over 150,000 users who regularly take surveys and perform tasks in Ghana, Kenya, Nigeria and South Africa. While looking to expand into African and emerging markets, Survey54 raised a $500,000 introductory round late last year.
“The platform provides innovative solutions that simplify the process of creating and tracking surveys and insights for marketing teams and researchers,” says Eyeson.
The insights marketers always rely on are often drawn from decades of research  . But African markets are diverse, and consumers have differentiated needs — there is no one-size-fits-all approach to Africa’s fragmented markets, Eyeson explains.
That’s why the cutting-edge technology has two arms: a self-service platform, used by companies like Diageo and Kelloggs to get survey responses from multiple African markets in minutes, and category trackers — used by companies like Uber to understand intra-city transportation across Africa. Media companies can also track what consumers watch and listen to on radio and television.
Customers, Uber and Diageo, reported that the platform provides them with a deeper understanding of their customers, with insights that keep pace with the ever-changing markets on the continent.
Eyeson adds: “We are on a mission to make pan-African consumer research easier for companies that want to expand and understand this market. Companies need to make data-assisted decisions, but also, we aim to enable small businesses and startups to gain real consumer insights before launching products.” We believe there is still a lot of data to be discovered in Africa, and we hope to do so through our market research platform.”
Distributed by APO Group on behalf of Survey54.
 Brookings (https://brook.gs/3mf9cRY)
 McKinsey (https://mck.co/3p0ZXqy)
 Harvard Business Review (https://bit.ly/3sceuBD)
source: scan 54
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