IOA’s mixed-method approaches to research: A comprehensive guide

In On Africa (IOA) is a research and intelligence firm that specialises in providing data-driven decision-making support for businesses and organisations that operate in Africa, as well as entities that are looking to expand into Africa.

IOA offers a wide range of research services, including market attractiveness studies, competitor intelligence, consumer research, geopolitical research, due diligence and more. IOA’s research projects often employ mixed-method research designs, combining various research methods and techniques to gather and analyse data effectively.

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How market research in Africa can help companies expand globally

Market research is a crucial aspect of global expansion for businesses as it helps companies identify new opportunities, understand consumer behaviour and make informed decisions. By conducting thorough market research, businesses can gain valuable insights into African markets, including market trends and regulatory requirements. Companies can take advantage of the significant business opportunities that Africa offers through leveraging the power of doing research in these markets.

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In On Africa’s four competencies for successful decision-making in Africa

In On Africa (IOA) is a leading research and advisory firm specialising in providing data-driven insights to guide decision-making for businesses, organisations and governments in Africa. 

IOA’s success is driven by its four core competencies: 

  • Primary and secondary research
  • Qualitative and quantitative analysis
  • Data synthesis, insight and strategy
  • Report development, dashboards and workshops
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4 reasons why it is so important for businesses interested in Africa to conduct primary market research

Africa is home to approximately 1.2 billion consumers today, projected to increase to 1.7 billion by 2030. The potential for future growth in consumer spending is significant. But in order to expand, companies require insights into how people in Africa choose the products and services they use and how consumer needs and interests are changing. What drives decisions around which bank to join, where to buy clothes or what legal advisor to use? And why are informal stores and street vending so popular? To answer these questions and more, market research is required.

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4 things you need to do to prepare for conducting market research

Market research is the process of gathering information about a specific market, including its customers, competitors and industry trends. It involves collecting and analysing data to help businesses make informed decisions about their products or services.

In previous articles, we’ve spoken about the importance of conducting primary market research in Africa and the indicators of good-quality research. In this article are the steps business leaders should take when thinking about their need for market research. Ideally, these steps should be undertaken by the company internally and then refined with a market research service provider, such as In On Africa (IOA).

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