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 develoPPP.de 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.