Stakeholders at the Nigeria Market Research Association International Conference 2025 have called for a shift from traditional research methods to artificial intelligence-powered market research to improve productivity across sectors.
This was disclosed in a statement issued on Thursday during the ongoing four-day hybrid conference held in Lagos.
Themed “Beyond the Horizons: AI and the New Frontiers”, the event has drawn participants and speakers from across the world, including financial and medical professionals, academics, and research institutions.
Sponsored by organisations such as MTN, Esomar World Research, World Association for Public Opinion Research, African Market Research Association, CMRG Ltd, Ipsos, and MRC, the conference aims to explore the evolving role of artificial intelligence in transforming research practices and decision-making.
Delivering the keynote address titled “Development Practice and AI: Evolution and Current Landscape, Landscape,” Professor Samson Arekete of Redeemer’s University, Ede, Osun State, described AI as a revolutionary force capable of executing simple and complex tasks at speeds far beyond human capacity.
“Artificial intelligence is the new trend. It improves productivity and can be used in various fields. For instance, in medical research, AI tools can analyse X-rays and reveal patterns that the human eye might miss,” Arekete said.
“In the market research industry, AI is equally transformative. It can enhance data collection, analysis, and interpretation. However, market researchers must undergo adequate training, especially cognitive training, to effectively utilise these emerging technologies.”
He added that artificial intelligence can be used to monitor the effectiveness of socio-economic programmes and measure service quality, particularly in sectors such as telecommunications.
Citing examples, the don recalled how early telecom operators in Nigeria, such as MTN, former Econet (now Airtel), and Globacom, relied on market research before launching their services to ensure business viability.
“AI tools can now be deployed to monitor call quality and ensure that network providers deliver clear, uninterrupted communication experiences,” he said. “In this way, AI helps market researchers provide better services to clients.”
Arekete also warned of the misuse of AI in spreading misinformation. He pointed to the dangers of deepfake technology, which can convincingly manipulate images and videos to attribute false statements to public figures.
“We now have tools that can impersonate individuals convincingly. A person could generate a video that falsely claims a prominent figure said something they never did. That is the danger. While AI has many benefits, we must be cautious of data breaches and unethical practices. People’s data must be protected,” the academic said.
The Vice President of NIMRA, Ajibike Ajayi, noted that the second day of the summit was dedicated to policy research due to its growing relevance.
“There are agencies focusing on marketing and branding, while others are committed to social research,” Ajayi said.
“Social research can examine people, policies, and government decisions. Yesterday, we hosted a client summit to engage with our clients, assess our progress, and identify areas for improvement. Today, we are focusing on agencies involved in social research.”
The Chairperson of the Events and Publicity Committee at NIMRA, Yemisi Makinde, stated that the association consists of researchers from agencies, corporate clients, and NGOs. She said the group’s core mission is to collect and analyse data to inform decision-makers and meet the needs of consumers, shoppers, and policymakers.
Makinde further explained that market research plays a vital role in shaping brand and government strategies through feedback and behavioural analysis, adding that the industry’s impact on the economy is significant.
“Market research informs decisions that are crucial to brand development, policy direction, and consumer engagement. In an age where data drives economies, embracing AI-enhanced research methods is not optional but essential,” she said.
