Policymakers and business leaders have been urged to deepen investment in consumer and social intelligence to remain competitive and sustain growth in Nigeria’s challenging economic environment.
The call was made at the two-day 2026 International Conference of the Nigerian Marketing Research Association, held in Lagos, with the theme “Consumer and Social Intelligence as Transformative Power.”
The conference, according to a statement on Tuesday, brought together market researchers, business managers, technology experts, and other stakeholders to explore how a deeper understanding of consumer behaviour and societal trends could help organisations make better decisions and achieve sustainable growth.
Speaking at the conference, NiMRA President, Seyi Adeoye, said rising living costs, shifting spending patterns, increased digital adoption, and growing social consciousness had significantly altered consumer behaviour, creating new challenges for businesses and institutions.
According to him, organisations that will succeed in the coming years will not necessarily be the biggest, but those that understand people better.
