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

  • Nigeria’s top laundry detergent Viva Plus collaborates with Planet 3R to recycle packaging

    In this article, we look at how Nigeria’s top laundry detergent Viva Plus collaborates with Planet 3R to recycle plastic packaging. Planet 3R is a social enterprise dedicated to converting textile and plastic wastes into eco-friendly products. They use the 3R ( Reduce, Reuse, Recycle) to save our planet Earth by weaving them into innovative

    25/09/2023
  • Report on the Cognac and Brandy market in Africa: consumption trends, leading brands and consumer profiles

    Sagaci Research released their September 2023 report into the Cognac and Brandy market in Africa. These results are based on data collection from more than 100,000 consumers over the last 18 months via the SagaPoll mobile app. Using data generated by online research tools SagaBrand and SagaCube, this report highlights consumption differences across the continent.

    13/09/2023
  • Deep dive into the Breakfast Cereal market in Africa

    How developed is the breakfast cereal market in Africa? Findings from SagaCube, the consumer habit tracker in Africa, show that breakfast cereal consumption in Africa differs a lot between countries. Read on for more insights on the overall category penetration as well as a profile of the Breakfast cereal consumer in Nigeria. Breakfast cereal market

    11/08/2023
  • E-Commerce in Africa: insights into Amazon’s expected launch

    The sector of e-commerce in Africa is experiencing significant growth driven by increasing internet penetration and mobile phone usage. While it is a household name in most of Europe and the USA, Amazon is yet to break through on the world’s second biggest continent. So when is Amazon coming to Africa? What are the obstacles

    03/08/2023