Your brand health in Africa shouldn’t be a mystery.

Comparability requires three things: consistent questionnaire design, consistent sampling methodology and consistent fieldwork quality across markets. Many brands that run tracking across multiple African markets end up with incomparable results because they use different local suppliers in each country, each applying slightly different methods. A single methodology run by a single research partner across all markets is the only reliable way to compare brand performance across countries. Sagaci Research runs a single methodology across all 30 markets, ensuring results are directly comparable country to country.

The right frequency depends on your category dynamics and marketing investment level. In fast-moving categories or during heavy campaign periods, monthly tracking gives you the sensitivity to detect shifts quickly. Quarterly tracking is appropriate for most FMCG brands with moderate marketing activity. Bi-annual or annual tracking is better suited to categories where consumer perceptions move slowly. We can advise on the optimal frequency based on your category and objectives.

Yes, through pre and post campaign measurement. This involves establishing a baseline on key brand metrics before the campaign launches, then measuring again after the campaign period to detect shifts. For this to be statistically reliable, you need sufficient sample size in each market, a consistent methodology between waves, and enough time post-campaign for consumer exposure to have built. We design measurement frameworks specifically for campaign impact evaluation across African markets.