Marketing Research – African Marketing Confederation

AI is no silver bullet, say senior marketers on three continents

The journey towards data- and AI-driven customer interaction remains in its formative stages, study emphasises.

Using slang identifies a social affiliation or particular relationship. Brands should beware of using it inappropriately.

Donors give more to good causes when they’re thinking about how their gifts will help create meaning in their own lives, study finds.

Broadcast Research Council of SA appoints GfK to replace Nielsen in designing and deploying a new Total Video Measurement service.

A recent series of studies by the National University of Singapore offers guidance on embracing inclusive marketing.

Household income distribution has returned to 2021 levels. Fast-food purchases and eating out continue to steadily decline.

Research team finds that LLMs and humans bring unique, complementary insights which marketers should leverage.

The future of market research lies in leveraging artificial intelligence to complement and enhance traditional methods, says Ipsos expert.

Marketing All Product Survey dataset reveals key trends, including consistent alcohol sales while other discretionary purchases decline.

Experienced research executive Seyi Adeoye takes the reins, pledging to focus on core principles of ‘reimagine’, ‘engage’ and ‘grow’.