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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across Africa

Our products and services to conduct your market research in Africa


Continuous brand health tracker

Track key brand related KPIs across your key markets, for your brands and competitors


Pan-African consumer data repository

Access usage and attitudes data related to key FMCG and equipment categories


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

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 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.

Why Sagaci Research?

Deep expertise on the African continent

Sagaci Research is the leading market research firm dedicated to the African continent. 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 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

  • African consumer panels – why brand health matters

    At Sagaci Research, we recognise the importance that our clients place on high quality data. Because we use our own African consumer panels, we have confidence in the data we share. On a daily basis, over 10,000 consumers share their opinions directly with us about brands, current affairs, and more! The importance of brand health

  • Guinness tops SagaBrand rankings for beer in Kenya

    Each month, consumers score beer brands across a number of metrics. At the end of 2021, consumers of Guinness were most positive in their feedback. The brand scored 80% in terms of consumer recommendation. Only 3% said they would advise a friend to avoid the brand. Track customer recommendation with SagaBrand SagaBrand, Sagaci Research’s syndicated

  • Sunlight & Ariel: the preferred detergents across Africa

    SagaBrand is the syndicated brand health performance tracker, collecting opinions from consumers on a daily basis across the African continent. One such category tracked is laundry and other detergents, in which consumers have voted Sunlight and Ariel as their preferred detergents, in more than one nation. Last month we shared the results for Kenya, in

  • South Africa’s top mobile phone brands 2021

    With Christmas around the corner, we’ve gathered the results from our October SagaBrand surveys to share the top mobile phone / cell phone brands in South Africa, directly from the perspective of consumers. Top 3 recommended cell phone brands in South Africa Across the 14 KPIs tracked in SagaBrand (read more), Samsung, Apple and Huawei