September 26, 2017

AMRA Forum 2018 in Nairobi

AMRA Forum 2018 in Nairobi

​Hello Nairobi!

Join us on a journey of discovering the opportunities that African diversity has to offer. Learn about unique solutions and research techniques that are making a difference to decision-making African markets. Foster and appreciate innovative thinking and practices from Africa. Tap into new markets, and interrogate success factors. Share research best practice for Africa's diversity that have had a real impact on accelerating growth.

Africa Forum 2018 aims to showcase the value of Africa’s diversity; increase confidence in research in and about African markets; offer best practice approaches for research in African markets; promote growth in the volume and value of research conducted Africa; significantly increase Africa's contribution to global research spend.

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Conference Theme: “Research in African Diversity”

Africa is the second-largest continent, after Asia, covering about 20% of the global land area. The number of countries in Africa varies depending on when you count them or who you ask, so let’s say between 55 and 58 countries.

In addition to the protestation that Africa is a continent and not a country, it strikes me that the sometimes overwhelming diversity is reflected in many ways: Africa is the second-most populous continent and its people are the most genetically diverse people on Earth; there are about 3000 distinct ethnic groups on the continent, who speak about 2000 languages. It is not unexpected that doing business in Africa, not to mention doing research focused on understanding human behaviour, is complex. Although diversity is our greatest challenge, it is also our greatest asset.

When the African Market Research Association (AMRA) directors were deliberating on the next Africa Forum, scheduled for 22 and 23 February 2018 in Nairobi, Kenya, we felt compelled to put this diversity on the agenda. Moreover, the theme of the event – Research for African Diversity – will focus our deliberations not only on the diversity of culture, languages, and behaviours, but also on the innovative research methodologies used in Africa, the role of technology (e.g. internet, mobile, etc.) in Africa and the African insights industry, and multi-country research across Africa.
{source: Leonie Vorster, AMRA Director}

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Research for African Diversity

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