Market Research

TBWA\Concept launches Edges Nigeria 2026, the First Edges Report in the TBWA Africa Network

TBWA\Concept has officially launched Edges Nigeria 2026, marking a significant milestone...

Trends vs. truth: why insight still wins over viral FOMO

As of this week, there is a new TikTok trend, meme, or “must-do” social stunt...

Why marketing defines who wins and who disappears

When people discuss successful firms, they frequently refer to innovation, leadership,...

Predictive analytics set to redefine business strategy as market quadruples by 2034

The era of guesswork in business decision-making is fading fast. Predictive analytics,...

Decoding digital consumers: the four layers of behaviour every marketer must master

The internet has changed the way people think, feel, and buy things. Once upon a...

Why most marketers can’t prove the link between brand and pricing power

For years, advocates of strong brands have argued that they make businesses more...

Insight at the Edges: How African Researchers are Advancing the Continent with Research and Data

Research in Africa is undergoing a quiet revolution, and it has become a powerful...

Tackling marketing’s awareness gap

Raising brand recognition might seem like an easy marketing hurdle to overcome. After...

Market share: the metric that matters, but only in context

For many years, marketers have regarded market share as the ultimate measure of a...

Thriving in the chaos: how smart brands market through the madness

The days of stable market circumstances and predictable consumer behaviour are past....