NiMRA Conference Advocates Consumer Intelligence for Growth

The Nigerian Market Research Association (NiMRA) hosted a two-day conference in Lagos themed "Consumer Social Intelligence: Transforming Power," aimed at fostering business growth through enhanced understanding of consumer behavior. NiMRA President Seyi Adeoy highlighted the impact of rising living costs and shifting spending patterns on consumer behavior, urging businesses to leverage consumer intelligence for better decision-making.

Ajibik Seun Ajayi, Vice President of NiMRA, discussed the importance of market research in navigating economic uncertainties and emphasized the role of artificial intelligence in complementing human intelligence within the industry. Oluwakemi Oshon described the conference as a valuable platform for knowledge exchange, stressing the necessity for businesses to rely on data insights rather than assumptions when developing products and services.

The discussions underscored the need for brands to adapt to the diverse and evolving needs of Nigerian consumers to ensure sustained growth.