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Chief Executive Officer, fast-growing indigenous market research company, Random Dynamic Resources, Mr. Paul Nnanwobu, last week revealed that online data collection has not gained footing in Nigeria due to unreliable internet and telephone connectivity in the country.
Nnanwobu said that this was why the most effective method of data collection in most African markets remained Pen and Paper, Face to Face Interviews,( PAPI-F2F) which accounts for approximately 80% of any research process.
He made the clarification at the heels of his company’s recent feat of getting enlisted as a member of the prestigious Council of American Survey Research Organization (CASRO).
The council said the Nigerian research firm, merited the membership after profiles done on its activities proved that it operated in high standards.
CASRO also 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.
The council in its newsletter, revealed that among the many countries and industries yearning for the opinions of African consumers, the South East Asia and Europe regions still lead the pack. With a rising interest coming from UK companies in sectors like the mobile telephony, Info tech, and fast moving consumer goods, FMCGs. .
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 but the use of social network sites like Facebook, Linkedin, among others to collect data is just beginning to bud and has not gained much momentum.
Other methods, like video streaming for focus group research, according to him, are still in the experimental stage. He said that the inability to use technology to achieve quicker results is part of the several challenges faced in the reduction of project turnaround time.
Other factors he discovered to have militated against field work in Research, included infrastructural decay and insecurity as communal clashes, ethnic tensions and acts of terrorism are being perpetrated in every nook and cranny of Africa.
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