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Africa’s fast-moving consumer goods industry is turning increasingly to data to understand consumers, respond to market changes and compete in a rapidly changing retail environment.
Businesses are using consumer intelligence to move beyond broad assumptions about what people buy and why, with data helping them identify patterns and make decisions around products, markets and customers.
The shift is also changing how companies approach consumer research, according to Clovis Munsense, Strategic Analytics and Insights Business Partner for East and West Africa at NielsenIQ.
“Data tells a human story,” Munsense says, arguing that analytics should help businesses understand the people behind the numbers rather than simply measure sales and performance.
