NIMRA vows to drive economic growth with data

The Nigerian Marketing Research Association has reaffirmed its commitment to contributing to the country’s economic development by championing reliable data and market insights.

NIMRA President, Seyi Adeoye, highlighted the association’s aspirations to be custodian of data, insight, and analytics at the association’s annual general meeting recently in Lagos, themed ‘Rebuilding Better, Rebuilding Together’.

Adeoye emphasised the importance of a unified effort of market researchers to rebuild and strengthen the association after some years of inactivity, noting, “This AGM is significant because it is the first formal meeting in years. The theme reflects the need for collective effort. It’s going to take the whole village to raise NIMRA.”

He reckoned a lack of cohesion and mutual trust among members previously hindered the association from positioning itself for national economic development but stressed the value of collaboration.

“When we grow together, we grow in relevance. This makes life easier for everyone and increases economic opportunities,” he stated.

Adeoye underscored the association’s potential impact on the economy with an estimated membership base spanning over 10,000 professionals and hundreds of thousands of field operatives, remarking, “In other climes, market researchers are indispensable to national economic councils.

“It is about data, insight, and sustainable planning. NIMRA’s goal is to complement agencies like the Nigerian Bureau of Statistics, not replace them.”

The Chairman of the Events and Publicity Committee, NIMRA, Yemisi Makinde, described the AGM as necessary to move the association forward.

She asserted, “This is an opportunity to ensure continuity and progress. In the past, we have done great work, but gaps in leadership stalled our growth. With this new executive team, we aim to rebuild trust and drive the association forward.”

A chartered accountant and NIMRA member, Godson Bekeh, emphasised the advantages of an organised association for market researchers to business growth, noting, “NIMRA aims to standardise market research practices in Nigeria, eliminating shady dealings and promoting accountability. This benefits businesses by providing reliable market insights essential for long-term goals.”

A Consumer Planning and Insights Manager at NigerBev Ltd, Chinyere Ugwulali, expressed optimism about the association’s future.

“NIMRA has been a go-to platform for market researchers in the past. This AGM is about restoring its prominence and ensuring it remains a hub for grooming talent and fostering professional interaction,” Ugwulali stated.

NIMRA leadership revealed its plans to hold training, masterclasses, and public-private partnerships to elevate the role of market research in Nigeria’s economic discourse.