By Henry Obetta

The Nigerian Marketing Research Association, NiMRA, has called for stronger collaboration between government institutions and research professionals to promote data-driven policymaking and improve governance outcomes in the country.

President of NiMRA, Mr. Seyi Adeoye, made the call on Wednesday at the association’s international conference in Lagos, with the theme, ‘Consumer and Social Intelligence as a Transformative Power.’
According to Adeoye, governments can achieve better results when policies and interventions are guided by credible data and a proper understanding of citizens’ needs and perceptions.

He stressed that research and social intelligence enable policymakers to measure the impact of projects and make decisions that align with public expectations.

He said: “Governments can use social intelligence before, during and after interventions to understand what they are doing, what they should be doing and what will be meaningful to people.

“What then happens is that you’re able to govern well and give benefits to people that truly matter to them, not to you, but to them.”

He also advocated closer collaboration between research professionals and institutions such as the National Bureau of Statistics, NBS, National Population Commission, NPC, and the Nigerian Economic Summit Group, NESG, to build what he described as a “360-degree intelligence architecture” for national development.

Speaking on the changing business environment, Adeoye said consumer realities have evolved significantly over the past year, making access to reliable intelligence critical for business sustainability.
He said: “The consumers of last year are not the consumers of today. Brands need information that allows them to make the right decisions and remain sustainable.”

The NiMRA president also identified Artificial Intelligence, AI, as a major force shaping the future of research and business, describing it as an accelerator that organisations can leverage to improve decision-making and productivity.

He said: “When you combine a powerful AI system with the right expertise and context, the possibilities are enormous.”

Also speaking, Vice President of NiMRA, Mrs. Ajibike Seun-Ajayi, said consumer insights remain critical for helping organisations understand customer needs, improve products and maintain competitiveness.

She said: “Any client that has a substantial understanding of the end recipients of its products or services will always have an advantage over competitors who enter the market without understanding their consumers.”

She noted that businesses that fail to understand their consumers risk losing market relevance, stressing that research provides the intelligence required to make strategic decisions and achieve long-term growth.

“When we build a stronger research ecosystem and collaborate with other associations globally, we can contribute meaningfully to the development of the Nigerian economy through evidence-based insights and recommendations”, she said.

On her part, President of the European Society for Opinion and Marketing Research, ESOMAR, Anne-Sophie Damelincourt, underscored the importance of ethical standards and transparency in the age of AI.
Damelincourt said ESOMAR recently revised its professional code to address emerging challenges posed by artificial intelligence and evolving research practices.

She added that ESOMAR’s 2030 strategy is focused on leading the AI and business transformation of the research profession while promoting trust, ethical leadership and global best practices.