Market Research Training in Africa

Across Africa there is a lack of reliable data on the markets due to a lack of market research companies and experts. Since the beginning of 2012, GfK SE, a German market research company, through its public-benefit think tank, GfK-Verein, has established study courses in market research at four universities in Ghana, Kenya, Nigeria and South Africa as part of a project with DEG. They are also running training courses for data processing and interview experts.

Market Research Training in Africa

Market research is virtually unknown in Africa. Consequently, companies as well as political institutions and development cooperation organisations lack reliable data for their work. A joint project of DEG - Deutsche Investitions- und Entwicklungsgesellschaft mbH, and the German market research company GfK aims at establishing market research on an international level in four African countries. GfK SE and GfK Verein invest a total of 1.45 million euros in the project. DEG complements this amount by 1.13 million euros from funds of the programme of the Federal Ministry for Economic Cooperation and Development (BMZ).

GfK SE, through its public-benefit think tank, GfK Verein offer training measures to professors and employees from universities in Ghana, Kenya, Nigeria and South Africa. With this support, universities in these four African countries will be able to offer study courses with orientation towards market research: the University of Pretoria, the University of Nairobi, the School of Media and Communication (Pan-African University) of Nigeria and the Central University College of Ghana.

As of summer of 2012, students were trained in the fields of conception, evaluation and statistics. Furthermore, it is planned to set up market research academies for local experts that will be trained on how to conduct interviews and data collection. Later on, graduates from these universities, together with graduates from the market research academies, will collect basic data on their respective countries in the context of a pilot study.

Apart from organizations, this labour-intensive sector creates employment for the local population. DEG contributes to the development of the economic infrastructure of these countries, whereas GfK improves its access to trained staff. At the same time, GfK Verein is fulfilling two of its main purposes, set out in its articles of association: to support the education of market researchers and to strengthen the cooperation with universities.


  • Deutsche Investitions- und Entwicklungsgesellschaft mbH

    Investment & Finance
    Germany | Staff size: 251-500

    Deutsche Investitions- und Entwicklungsgesellschaft mbH, a subsidiary of KfW, is a European development finance institutions for long-term project and company financing. For 50...

  • GfK Verein

    Germany | Staff size: 251-500

    The establishment of the GfK Verein marks the birth of market research in Germany.

    The crises of the twenties proved that goods could not simply be produced in the expectation that...

  • GfK

    Service Providers
    Germany | Staff size: 10,000+

    GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions.

    More than 13,000 market research experts combine their passion...

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Key Information

LocationWest Africa, South Africa, Nigeria, Kenya, Ghana, Southern Africa, Eastern Africa
  • Start Date 2011
  • End Date 2014
  • ValueEUR 2.58 Million