Industry experts have criticised the preference for foreign research agencies in Nigeria, warning that the trend undermines local capacity development and weakens the credibility and growth of the country’s research industry.
This reservation was made at the 2025 Annual General Meeting and the investiture of fellows of the Nigerian Marketing Research Association held recently.
The PUNCH reports that NiMRA is an association with over 80 registered agencies and 300 individuals in the field of market, social and opinion research.
The Managing Director of Sterling Business Research and Consulting, Seun Ajayi, at the AGM, said the Nigerian research sector faces structural challenges ranging from poor recognition and weak client participation to the proliferation of unqualified agencies, stressing that the industry cannot progress without proper regulation, screening and certification.
Ajayi argued that the absence of clear entry barriers has allowed foreign agencies to dominate local projects, often relying on Nigerian firms to execute the actual fieldwork. According to him, the perception that international agencies deliver superior quality persists, although both foreign and local firms frequently use the same field teams and data sources.
“The entry barrier is too low, and that weakens the industry. Many foreign agencies win Nigerian projects but depend heavily on local firms to do the work,” Ajayi said. “This does not help the development of local expertise or protect the integrity of research output.”
He called for the establishment of a charter status for the research industry, noting that this would ensure only qualified practitioners operate, enhance professional standards and protect the credibility of research findings.
Ajayi acknowledged that NiMRA has begun addressing some of these issues but urged the association to remain focused on strengthening standards and encouraging stronger collaboration between clients and agencies. He also advised practitioners to differentiate themselves by offering clear and measurable value, especially as manufacturers become more selective in engaging research firms.
Looking ahead, Ajayi projected increased activity in the coming year as changes in technology, economic conditions and tax regulations force businesses to innovate. He noted that innovation cannot occur without research and encouraged professionals to prepare for rising demand from organisations seeking direction in an increasingly complex business environment.
NiMRA President, Seyi Adeoye, said the association is implementing its five-point roadmap and has completed about 10 of the 11 action items under the first pillar of its strategic plan. He explained that the association is strengthening internal alignment while creating more opportunities for younger researchers through initiatives already in place.
Adeoye also announced plans to collaborate with the global research body, ESOMAR, including discounted conference fees for NiMRA members and pathways for Nigerian researchers to participate in international congresses.
He disclosed that NiMRA has begun reviewing its constitution to reflect current industry realities, noting that some governance provisions were designed when the sector was much smaller. The review, he said, is aimed at future-proofing the association and ensuring its structure reflects the size and diversity of today’s research industry.
To boost national relevance, Adeoye said NiMRA is engaging institutions such as the Nigerian Bureau of Statistics and other professional associations to improve data quality and deepen stakeholder engagement.
Marketing expert Victor Arofin described the operating environment as tough for businesses due to economic pressures, observing that many organisations have responded by cutting research budgets.
However, Arofin, who has about 30 years in the industry, warned that reducing research spending often leads to poor decision-making. He said research plays a critical role in new product development, brand health assessment and in providing early warning signals when consumer perceptions begin to shift.
“No matter how bad the economy is, research helps businesses find smarter ways to satisfy customers in a manner they are still willing to pay for,” he said, adding that cutting research expenditure is rarely the best strategy for sustainable business growth.
