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CE O, Random Dynamic Resources, Mr. Paul Nnanwobu |
The Council of American Survey Research Organization (CASRO) recently admitted Random Dynamic Resources, an indigenous fast-growing market research company as a member of the association when it profiled the company on its latest newsletter edition. CASRO used the platform to underscore various contributions the foremost fieldwork company has made in delivering quality market research data to its international partners like Millward Brown, Nielsen, GFK, TNS, Ask Afrika and other local companies in Nigeria.
It was revealed that among the many countries and industries yearning for the opinions of African consumers, the South East Asia (South Korea and China) and Europe regions still lead the pack. With a rising interest coming from UK companies in sectors like the mobile telephony, Info tech, and FMCGs (Fast Moving Consumer Goods).
According to the Chief Executive Officer, Random Dynamic Resources, Mr. Paul Nnanwobu, “the most effective method of data collection in most African markets is PAPI-F2F (Pen and Paper, Face to Face Interviews) and it accounts for approximately 80% of any research process”. While for the online data collection, the procedure has not gained footing due to unreliable slow internet and telephone connectivity, He said. .
Nnanwobu noted that in some countries like Nigeria, South Africa and Kenya, data collected via PAPI can be entered using an online data entry link and the use of social network sites like Facebook, Linkedin, etc to collect data is just beginning to bud and has not gained much momentum. Other methods, like video streaming for focus group research are still in the experimental stage. He said the inability to use technology to achieve quicker results is part of the several challenges faced in the reduction of project turnaround time.
Research has shown that the infrastructural decay and insecurity in Nigeria also contribute to the challenges in fieldwork as communal clashes, ethnic tensions and acts of terrorism are being perpetrated in every nook and cranny in Africa. Without regular electricity supply, it is difficult to maintain a steady workflow, also meet deadlines which are the basis of research analysis. The only alternative means of power supply (generators) which companies improvise invariably increases the cost of doing business, making their service more expensive for research buyers.
However, it has become glaring by the day that Africa is the future of world market as the continent continues to give the world the best of human and natural resources. It is a virgin land and most consumers are eager to integrate. For example, after the introduction of the first mobile telephony company into Nigeria in 2001, the tele-density has jumped from 0.65% to 65% currently. The mobile phone companies and network operators that invested from outside have made profits that triple the figures in Europe or Asia, and this is due to the large population which can drive any market.
Random Dynamic Resources Limited is a marketing research company and the publishers of a bi-monthly magazine – Research intelligence based in Lagos, Nigeria. It has a 100% devotion and attention to fieldwork with a vision to transform market research processes by providing more personalized services, honest work conduct and the urge to foster development. Random Dynamic employs 20 full-time staff and has over 500 freelance interviewers and team leaders working in various regions in Nigeria. The company also maintains a team of local field professionals in 20 African countries with an office in Cameroon to manage Central African markets, while East African projects are co-ordinated through an office in Nairobi, Kenya.
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Lagos Post Online,
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