The company will focus on providing data to business and organisations operating in, or considering working in, Africa and bridge the gap between global marketing research buyers and in-market data collection firms.

AfrikanInsights will offer a wide range of data collection services, including both quantitative and qualitative methods, and is run by people from the region.

Ben Akpotaire, managing director at AfrikanInsights, said: “Our vision at AfrikanInsights is to provide businesses with accurate and comprehensive market research data that truly reflects the African context.

“Our team understands the importance of cultural nuances, local languages and social dynamics, which enables us to deliver insights that empower businesses to make informed decisions.”