Launch of the African Market Research Association Exceeds Expectations

Africa Forum 2017 saw the launch of the much anticipated African Market Research Association (AMRA) in Johannesburg, South Africa, on 16 and 17 February 2017. More than 120 delegates from 26 countries across Africa and the rest of the globe gathered in Johannesburg to celebrate the African insights industry, challenge the status quo, share experiences and learn from thought leaders about research innovations that work in Africa. “The four year old AMRA dream became a reality during the two-day engagement. The pride in that achievement was evident. The spirit of Africa came alive through the diversity of presentations delivered, the many countries represented, the stories shared, the networks formed, the friends made… An African insights industry event, for Africans, by Africans.” says Jane Nzomo, AMRA Director for Eastern Africa and Managing Director of Consumer Options Ltd in Kenya. Serge Mumbu from Target SARL Research and Consulting in the Democratic Republic of Congo agrees: “Comme la plupart des participants, j’ai accueilli avec beaucoup d’enthousiasme l’association car l’Afrique ne pouvait pas en rester en matière d’association dans le domaine des études de marché. Les professionnels de nombreuses parties du globe (Asie-Pasifique, Amérique Latine) se sont déjà regroupés pour promouvoir les bonnes pratiques en matière d’études de marché et il était temps que l’Afrique puisse aussi se structurer, s’organiser d’autant que c’est une partie du monde qui intéresse de plus en plus les investisseurs et les multinationales entre autres à cause de la croissance positive et la forte démographie” making reference to the large potential market in Africa. More than a third of all African countries were represented at the event, exceeding all expectations. The event was a joint effort of AMRA and the African market research associations AMISE (Morocco), MSRA (Kenya), NiMRA (Nigeria) and SAMRA (Southern Africa), and ESOMAR, the world research association, making it a truly African forum of international standing.  According to Temoiganage Nourou Aya, speaker and REM Africa delegate from Niger, “C’était tout simplement fantastique! …AMRA Africa Forum 2017 réunissait une Afrique en miniature.” Beyond the African continent, the event had an international dimension, most notably through the participation of and well-received keynote addresses by ESOMAR’s Director General, Finn Raben about the value of research, and Berenike Ullman, Vice-President, Consumer and Market Knowledge, for Procter and Gamble IMEA (India, Middle East and Africa) about the transformation of Africa. The high level client engagement at the event was noticeable, and one of the many highlights was indeed the clients’ panel discussion, facilitated by Sami Ghabrial, AMRA Director for North East Africa. The panel was tasked with answering two critical questions: what are the challenges clients are currently facing, and how can research help? “It was really a great eye opener experience! Africa has numerous research opportunities that our industry is greatly underestimating. Clients see market research information in Africa as a scarce resource in the most needed area, and requesting research teams with analytical capabilities to take an immediate step forward” says Ghabrial, who is also Managing Director at Marketeers Research in Cairo, Egypt. There was ample networking amongst clients and suppliers from the insights industry. Aya summarises his experience as follows: “Les participants, les uns plus sympathiques que les autres, échangeaient en famille au cours de ces excellents pause café, déjeuner ou dîner de réseautage. Rencontrés pour la première fois pour certains, les participants affichaient une certaine sympathie on dirait des vielles amitiés de plusieurs années. A l’issue de ces deux jours d’échange, des partenariats ont germé et sont déjà en train de devenir réalité.” In terms of great networking, Mumbu reiterates that “Cela a été à la fois une grande opportunité de networking (beaucoup de cartes de visites échangées et de contacts entrepris)” and adds that the event was also a wonderful opportunity to learn more about the evolution of the African insights industry. Leonie Vorster, AMRA Director for Southern Africa, says that, with the inaugural Africa Forum, AMRA’s work has only just begun “to truly take our rightful place on the global stage of the insights industry, and, indeed, as a continent. We will have succeeded when there is a strong and unique voice for and from Africa; when there is measurable growth in the African insights industry and we adhere to world-class research standards; when there is a significant African body of knowledge in and about the insights industry, that is ‘exported’ to the rest of the world; when cost-effective, value-adding research is the norm in Africa for clients across the globe.” AMRA is the voice of the insights industry in Africa, aiming to ensure industry standards in Africa, and to promote market research, including social research, opinion polling and data analytics, within Africa and to the rest of the world. The next Africa Forum will be held in Nairobi, Kenya on 22 and 23 February 2018. According to Aya, “Nous gardons un beau souvenir de cette belle rencontre et espérons qu’elle se pérennise. Avec ce lancement historique des activités de l’Association Africaine des Etudes de Marché (AMRA) l’industrie des Etudes de Marché en Afrique a des beaux jours en perspective.” A bright future indeed! Ends. Issued By:                           African Market Research Association NPC On Behalf Of:                       African Market Research Association NPC For Media Information:          Leonie Vorster Email:                                  amra@africanmra.org