Shirley Eadie – Candidate for ESOMAR Council
‘A Love Letter to ESOMAR…from Africa’ Dear ESOMAR Africa loves you. Research on the African continent is getting better and more affordable every year, and we’d like to learn more from the international research community and do our part to help drive and improve market research globally, sharing the uniquely creative research approaches we’re taking here. Yes, market research in Africa can be tough at times. Spotty infrastructure, limited PC penetration and limited internet access, are challenges we have to find solutions to every day. This is precisely why we’re embracing technology in new and innovative ways. Our continent has embraced the mobile revolution. We use mobile phones to do just about everything we can think of. In mobile banking, we’re leading the world by leapfrogging older technology. Mobile research is a leading global trend and Africa, which has to contend with both feature phones and smartphones, is forging forward with new and interesting solutions. We’ve got a lot to offer ESOMAR. Africa represents the new, not the traditional. We’ve got a fresh perspective on research. Our roots are in finding solutions to difficult problems – doing more with less and still getting amazing results. We’re creative. We’re increasingly digital. […]