A leading marketing research expert and consultant, Adeyinka Aderoju, has raised concern over Africa’s poor contribution to the global market research industry, revealing that the continent accounts for only three per cent of the $142 billion global insights market.

Speaking on the third day of the Nigerian Marketing Research Association (NiMRA) conference in Lagos, Aderoju said despite the growth of Nigeria’s local industry, with over 100 agencies and thousands of freelancers, the continent remains significantly underrepresented on the global stage.

“This three per cent includes not just Nigeria but the entire continent and the Middle East. It is a clear indication that we need to do more,” she said.

She attributed part of the problem to poor data reporting, noting that many African agencies fail to submit information to global research monitors like ESOMAR, making the region nearly invisible in international statistics.

Aderoju traced the history of market research in Nigeria to 1969 with the establishment of the Research Bureau Nigeria and highlighted the rapid transformation of the sector, especially with the rise of technology. She said tech-driven research is now outpacing traditional methods globally and urged Nigerian firms to embrace AI, digital platforms and innovation.

She also called for stronger collaboration among local agencies, improved training and deliberate efforts to attract and develop young talent in the industry.

“The future is bright, but to truly benefit, we must build capacity, embrace technology, and claim a bigger slice of the global market,” Aderoju said.

Also speaking at the event, Data Privacy Expert and Managing Director of Consumer Ideas, Yemi Oniyitan, emphasised the growing importance of data management and privacy in Nigeria’s evolving digital landscape.

He said AI has become a critical tool in shaping how data is collected, processed and protected, but warned that agencies must be transparent in their use of AI.

“AI has come to stay. Don’t hide it under the table, be open and use it creatively,” Oniyitan said, urging market researchers to adopt responsible AI practices that prioritise individual privacy and ethical data handling.

He noted that while data generation in Nigeria has doubled since 2018, challenges such as poor awareness of privacy laws, weak enforcement of the Nigeria Data Protection Regulation (NDPR), and lack of adequate infrastructure continue to hinder progress.

Oniyitan added that although many Nigerian agencies now use modern digital tools like cloud storage and automated processing software, there is still a gap in understanding and applying global best practices around data protection.

He stressed that true data quality goes beyond collection and lies in how it is processed, protected and used to influence decision-making. He also called for stronger cyber security frameworks and more investment in AI training to help Nigerian researchers compete globally.