South Africa is emerging as a gateway to the rest of Africa’s markets; its market research industry is seen as highly developed and established and can be compared with the standards of other Western markets.
Despite this sophistication, there is an understanding of the needs of the grassroots level of the market and the challenges of doing research in a multicultural society. “We can speak the language of the ‘haves’ while understanding the world of the ‘have nots’,” says Matthew Angus of KLA.
Read the full article in the Fall 2013 edition of QRCA Views