Africa's consumer data opportunity

A good share of the information used to explain African economies has been been top-down macroeconomic data, typically seen in the estimates and forecasts from major institutions like the World Bank, IMF, and others. Such an approach has been lacking, say a new crop of consumer research startups, including Kasi Insight, mSurvey in Kenya, and Opolox in Nigeria. They’re targeting an African consumer market estimated to top $1.2 trillion by 2020.

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