NiMRA Conference Highlights AI's Role in Consumer Insights

The Nigerian Market Research Association (NiMRA) organized a conference in Lagos themed "Consumer Social Intelligence: Transforming the Power of Two," which took place over two days. Vice President Ajibik Seun Ajayi emphasized the necessity for brands to invest in consumer research to remain competitive amid Nigeria's challenging economic environment.

The conference aimed to explore emerging trends that influence consumer behavior and business decision-making, particularly the impact of artificial intelligence (AI). Ajayi noted that AI should complement human intelligence to enhance efficiency in business operations.

Secretary General Opeyemi Dairo highlighted the conference's role in fostering knowledge sharing and collaboration within the market research industry. The event underscored the critical need for brands to understand consumer needs and adapt to market dynamics to avoid being left behind.

Public Secretary Oluwakemi Oshon stressed that consumer understanding is foundational for innovation and business growth, particularly in a data-driven era.