NIMRA charts new path, enhances marketing research industry in Nigeria
By Seun Johnson
With a groundbreaking move, strategic vision and innovative approaches, the Nigerian Marketing Research Association (NIMRA) is charting a new path and improving the value of tech-driven marketing research industry in Nigeria, that works in tandem with global best practices.
These efforts are not only focused on bridging the wide gap between traditional marketing practices and the rapidly evolving tech-driven landscape, they are also aimed at empowering marketing research businesses to thrive and making the professional body a driving force behind reshaping the marketing ecosystem.
This position was clearly articulated on Monday at the inauguration of the newly executive members of the association who are tasked with the responsibilities of leading NIMRA to the next level.
Speaking differently with MARKETING EDGE correspondent at the swearing-in ceremony, held at the prestigious Rembrandt Hotel, Alausa Ikeja, veteran members of the association identified some initiatives put in place that will shape the marketing research industry in Nigeria.
According to its Pioneer President, Mr. Sola Akinnagbe, Chief Executive Officer, Market Research Consultancy Ltd., the body has embarked on training and retraining of its members with both local and international resource persons to ensure that a new crop of market researchers are well groomed, technologically and digitally literate.
According to him, even practitioners of the oldies are encouraged to be part of the developmental process so they can move from analog to digital system.
“Basically, the introduction of AI is something we are taking seriously in the industry and you can see a lot of things being done via AI. We are seeing a lot of online research. We are seeing a lot of online focused group, online interview, a lot of robot coming in to play certain roles in some of the things we are doing manually in the industry .
“it’s evolving and we are trying to latch on to that. So basically, the introduction of AI and robotic technology are the new thing that is coming up and which we are encouraging our members to fully adopt as we navigate the 21st century and look forward to the next decade in the industry,” Akinnagbe said.
On his part, Dr. Josiah Obhomenye, Chairman, Market Trends International, hinted that the body is not only training young people, but making sure they are competitive against foreign companies that are invading Nigeria.
“I think we are upgrading and with the new executives led by Seyi Adeoye, I know we will go far. In terms of digital, a new thing is coming and that is AI. It’s almost taking over every industry but the implication is that people are becoming lazy because all you need is to type something and you get an answer. That is not what we want. You have to use your brain because when we started, we were using our brain and there was nothing like support. I think this new executive body is going to be focused on delivering quality service.
“They will run conferences to educate people, make them understand what research is about. Most people when you mention research to them, they think you are a professor and you are lecturing. It is not about that. The only way you can promote ideal industry requirements is to make sure that you have conferences, you arrange quality people to come and deliver lecture on what next, how to read report.
“Most Nigerian managers don’t know how to read report. What it means is that you need a lot of education. Apart from researching, supplying the data, you also have to be involved in teaching the users. That is the only way we can promote a wide usage of research and reshape the industry – education,” he stated
Also maintaining a similar position, Mrs. Oluwakemi Osoba, Lead Consultant and Managing Partner at Camille Market Insights, revealed that marketing research industry has come a long way and that nothing can be done successfully in if the foundation is not rooted in digital. She noted that Nigerian digital marketing industry is wide and research is its bedrock.
She said: “You need to be able to harness all the information in the digital space, especially in social media where you have a lot of information to work with. And this can be very useful for researchers and even to brands. Recently, I did a research where I mined information from Facebook, Instagram and we used chatbox for a client product, and it was helpful in moving the product forward and growing the brand.
“The future of digital marketing is very bright, especially now that the research industry and everything are moving towards Artificial Intelligence. And NIMRA is leveraging the available technologies to shape the digital marketing landscape.
The newly inaugurated executive members among who are Oluwaseyi Adeoye, Oshone Oluwakemi, Seyide Wusu, Opeyemi Dairo, Ajibike Seun-Ajayi, Victor Onofomi and Ademola Adekunle were all charged to raise the bar and restore the glory of the association.
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