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FEATURE12 April 2016

A land of promise

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Features Impact Middle East and Africa

Market research in Africa holds the key to unlocking many commercial opportunities, but there are a number of logistical issues to bear in mind when planning activities there. By Bronwen Morgan

The African continent – home to 1.1 billion people – holds great promise for brands and businesses, but the diversity across its consumers and markets is staggering, making a pan-African marketing strategy a complex affair. 

Half of all ...