Home page market-research-africa Unlock success across Africa We provide data and insights you can trust to fuel your growth.

Access brand trackers, online panels, retail audits and other powerful consumer data across the African continent. Immediately.
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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 performance in the trade

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

We’re trusted by over 500 great 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.

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Africa map

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 9 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 2022, 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 insights on market research in Africa

  • Top Body Lotion Brands in Kenya: Quality Rankings for the Best Moisturizers

    Body lotion brands in Kenya are regularly used by over half of consumers, with 59% having used this category in the last four weeks according to SagaCube consumption tracker. Thanks to SagaBrand, the leading Brand Health Tracker in Kenya, we can dive into the personal care category to uncover which brands are consumers’ favourites. Among

    08/10/2024
  • Product testing in Africa: to launch or not to launch?

    Mind the Gap Between Your Product and Consumers’ Expectations Product testing in Africa is crucial for ensuring your new products meet the needs and preferences of individual local markets. According to Harvard Business School, around 30,000 new products launch each year, but nearly 80% fail. Effective market research can help ensure your new product lands

    03/10/2024
  • Boost FMCG performance with Modern Trade data analysis in Africa

    Streamline Modern Trade Data Analysis in Africa Modern Trade data analysis in Africa has never been so easy. Explore how our new AI powered Retail Sales analytics platform can boost FMCG performance.  As an FMCG brand operating on the continent, are you struggling to combine and analyze heterogeneous data sources from modern retailers in Africa? 

    01/10/2024
  • What are the Most Popular Consumer Goods in Tanzania in 2024?

    Discover the most popular consumer goods in Tanzania for 2024. Recently, we asked our online panel in Tanzania to reveal the contents of their shopping baskets using the SagaPoll online survey app. This process provides us with invaluable insights into consumer preferences in Tanzania. We meticulously capture details of Fast-Moving Consumer Goods (FMCG) they typically

    27/09/2024