Qualitative Analysis of Market Research Connecting Africa

Key Challenges in Africa:

• There are too many languages spoken throughout Africa. This variety suggests that studies should be conducted in multiple and common languages at the same time.
• Western African countries have lower literacy levels, with southern African nations being the most literate, which requires dependence upon face-to-face meetings.
• In most countries in Africa, it is required by law to obtain authorization before performing research.
• Destitution and the vast number of rural regions are significant difficulties for market research in Africa. Villages occupy most African nations, while the number of urban towns still battles to climb
• The population in these areas may not be open to new services from outsiders, which stands as a significant barrier.
• As a result of the variety available in Africa, telecommunications infiltration is still low in many areas. Without access to mobile telephones and the Internet, it would be hard to break into the market without several methodologies.