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

  • Ride-Hailing Services in Africa: 2024 market insights

    Ride-hailing services in Africa are revolutionising urban transportation, fueled by growing connectivity and the rising demand for convenience. They seek to tackle the inefficiencies of public transport and often chaotic private transportation systems, providing a structured, technology-driven alternative. Leading players like Uber, Bolt, and Yango are at the forefront, driving the African ride-hailing market forward

    16/07/2024
  • The Top 20 FMCG brands in Senegal

    Discover the leading FMCG brands in Senegal for May 2024! Recently we invited members of our online panel in Senegal to share the content of their shopping basket using the SagaPoll online survey app. By sharing details on the packaged goods they purchase on a daily basis (barcode scan, image, format, price, etc), panel members

    04/07/2024
  • The Young Kenyan Consumers: Shopping Habits and Attitudes

    Who are the young Kenyan consumers, particularly upper-class men? What influences them the most? What are the consumption trends in Kenya for this segment? Thanks to SagaCube, the consumer habit tracker in Africa and our online panel in Kenya, we delve into the profile of Kenyan male consumers aged 18 to 25 from the highest

    25/06/2024
  • The Top 20 Beauty and Personal Care Brands in Africa in 2024

    Driven by demographic and economic expansion, the market for beauty and personal care brands in Africa is experiencing unprecedented growth. As the rivalry between local and international brands heats up, let’s delve into these brand performances across the continent. Specifically, we explore which brands boast the widest coverage in terms of market presence. Leveraging product

    19/06/2024