Market research is undergoing its most transformative shift since the rise of online surveys and at the center of this revolution is Artificial Intelligence (AI). For decades, insight generation relied heavily on manual data collection, interviewer-administered surveys, and labor-intensive analysis.

In a world where change happens faster than ever, businesses that rely on timely, accurate understanding of their markets are gaining a critical edge. That’s where the convergence of market research and artificial intelligence (AI) steps in.

In today’s competitive business landscape, information is abundant, but insight is rare. Organizations often collect data without a clear purpose, resulting in numbers that describe the past but do not guide the future.

Africa’s marketplace is as diverse as its people. From the bustling streets of Lagos to the vibrant markets of Nairobi, no two regions share the same rhythm of trade, taste, or trust. Yet one truth remains constant  businesses that understand culture connect better with consumers.