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MOBILE RESEARCH

Nigeria provides
a blueprint for

mobile research
across the globe

Africa is proving to be a breeding ground for innovation in
mobile technology – not least when it comes to mobile-based

data-gathering methodologies. Ailsa Wingfield details a
breakthrough retail study undertaken in Nigeria.

Whether on pavements in towns or at the end of
dusty village roads, Nigeria’s nearly two million
small retail outlets have been almost impossible
to record and measure effectively – until now

16 strategicmarketingafrica Issue 4 2016