Adeyinka Aderoju, marketing research expert and consultant, Adeyinka Aderoju, has called for urgent reforms in Nigeria’s market research industry to unlock its full potential and secure a stronger share of the global $142 billion insights market.
Speaking on ‘The Nigerian Market Research Landscape: Now and the Future’ on Day 3 of the Nigerian Marketing Research Association (NiMRA) conference, Aderoju traced the industry’s roots from a single agency in 1969 to over 100 firms and thousands of professionals today.
In spite of this growth, she lamented that Africa still accounts for just three percent of the global market research revenue.
