NIMRA ADVOCATES CONSUMER INTELLIGENCE FOR BUSINESS GROWTH

The Nigerian Marketing Research Association (NiMRA) has urged businesses to prioritise consumer intelligence as a key driver of sustainable growth and competitive advantage in today’s dynamic market environment.

At its annual conference in Lagos, NiMRA President, Dr. Aisha Bello, emphasised the importance of leveraging data analytics, customer insights, and behavioural research to inform product development, marketing strategies, and customer engagement. “Understanding the consumer is no longer optional; it is essential for survival and expansion,” she stated.

The association called on companies to invest in robust research capabilities and ethical data practices to better anticipate market trends and meet evolving consumer needs. Participants discussed case studies demonstrating how consumer intelligence has helped brands navigate economic challenges and seize new opportunities.

Industry leaders and academics agreed that integrating consumer intelligence into decision-making processes would enhance innovation and customer satisfaction. NiMRA pledged to provide training and resources to support businesses in building stronger research functions.

The conference concluded with a call for greater collaboration between researchers, businesses, and policymakers to foster a data-driven economy in Nigeria.