Access brand trackers, online panels, retail audits and other powerful consumer data across the African continent. Immediately.
Our products and services to conduct your market research in Africa
SagaBrand
Continuous brand health tracker
Track key brand related KPIs across your key markets, for your brands and competitors
SagaCube
Pan-African consumer data repository
Access usage and attitudes data related to key FMCG and equipment categories
SagaTracker
Retail audit to track your brand across channels
Track brand performance in the points of sale and monitor your market share
Online Panels
Pan-African consumer online panels
Engage with our consumer panels to get insights within short timeframes
Qualitative
Custom research into the consumer Why
Gain actionable insights through Focus Groups, IDIs, ethnographies, etc
Product Test
Product Performance Evaluation
Measure consumer reactions to concepts, flavours, packaging, etc
We’re trusted by over 500 businesses to conduct their market research in Africa
From leading multinational companies to local players, hundreds of companies trust Sagaci Research to help them measure,
understand and grow their business on the continent.
Africa and nowhere else
The African continent has thousands of opportunities for your business. Understanding the population’s consumption habits, as well as their interests and behaviors, can be decisive for your brand.
With our experience and knowledge of African culture and consumption habits, you’ll have great insights into new products and potential businesses, with a proper understanding of customers and markets.
We have full coverage of the African continent, including smaller countries, as we invest in the local infrastructure. You can trust Sagaci Research to conduct your market research in Africa.
Why Sagaci Research?
Deep expertise on the African continent
Sagaci Research is the leading market research in Africa. As of today, we have 14 years of experience conducting large-scale market research projects on the continent, for leading multinational companies, local or regional players, consulting firms and investors.
Extensive footprint
Sagaci Research operates its own field teams on the ground and runs its own online panel across each country.
In 2021, we have conducted more than 200 projects in 34 countries across the continent.
State of the art quality control systems
Our online and face-to-face data collection processes go through specific quality control (QC) steps, including automatic and manual human checks, to ensure that all collected data is reliable and genuine.
Unique datasets available
Our customized and off-the-shelf / syndicated products and services provide access to unique datasets covering consumption and distribution-related topics. These datasets are continuously updated to allow faster and better decision making.
Our market research insights across Africa
-
Laundry detergents in Zambia: key insights on usage and brands
Understanding laundry detergents in Zambia is essential for brands navigating a category shaped by strong habits, demographic differences and intense competition. SagaCube’s continuous consumption tracking provides granular consumer insights in Zambia on how households wash their clothes. Building on this, the SagaBrand brand health tracker uses data collected daily from our online panel in Zambia
15/12/2025 -
Top 30 consumer goods in Zimbabwe
Understanding which consumer goods truly dominate everyday consumption in Zimbabwe is not always easy. Often, traditional data often leaves significant blind spots since many household purchases happen across informal outlets, small groceries and markets with limited reporting. To address this, using thousands of product scans collected by our Shopper panel in Zimbabwe, this ranking reveals
02/12/2025 -
FinTech in Africa: beyond mobile money, the growing digital ecosystem
Mobile money in Africa as a core financial channel FinTech in Africa is, for many, associated with mobile money, now one of the most widely used financial tools on the continent. According to recent SagaCube data on telecom usage in Africa, 82% of respondents of our online panel in Africa had used mobile money in
21/11/2025 -
Top 30 best selling consumer goods in Côte d’Ivoire
Which products truly define Ivorian households today? Thanks to SagaProduct, Sagaci Research’s proprietary Shopper Panel in Africa, leveraging our online panel in Côte d’Ivoire, we can answer this question with precision. By tracking thousands of consumer product scans at home and in pantries, across all channels, modern and traditional, SagaProduct reveals what people actually use,
13/11/2025
FAQs about Market Research in Africa
Find quick answers to common questions about market research and consumer insights in Africa.
Sagaci Research combines robust research tools with the widest consumer and trade coverage in Africa. Through retail audits (SagaTracker), brand tracking (SagaBrand), consumption analysis (SagaCube), product tests, and qualitative research, we deliver actionable insights across sectors such as FMCG, retail, financial services, and telecom. With the largest online panel and consistent methodology in 54 countries, we provide reliable data to guide business decisions and growth.
A retail audit tracks product availability, pricing, distribution, and market share in trade. Powered by SagaTracker, our audits cover thousands of outlets in both modern and traditional channels. FMCG brands use this data to understand in store performance, improve retail execution, and identify opportunities to strengthen distribution and visibility.
SagaBrand is the largest brand health tracker in Africa, monitoring 25 KPIs such as awareness, usage, preference, satisfaction, and recommendation across 25 markets. It benchmarks brands against competitors, tracks changes over time, and supports strategy aimed at building stronger brand equity and loyalty.
SagaCube is a pan-African consumption tracker built on our proprietary SagaPoll online panel with more than 25,000 daily respondents. It provides detailed insights into consumption behaviour, occasions, and need states helping brands size markets accurately and target the right consumer segments.
SagaProduct captures SKU-level data on more than 400,000 FMCG products, including pack format, size, and price. Combined with retail audits, it helps companies monitor competitors, optimize their portfolios, and identify white-space opportunities for growth across African markets.