At confab, AMRA urges government to embrace research

Lagos State Commissioner for Science and Technology, Hakeem Fahm, has stressed the need to leverage on technology and digital platforms for marketing and research.

This, he stated, would strengthen ethical participation of young men and women in the country and enhance understanding of the African consumers’ behaviour in a complex market place.

Fahm said this yesterday in Lagos at the 2019 African Market Research Association (AMRA) conference, adding that research lays emphasis on the need for self-regulation and adherence to ethical standards.

A researcher, Kareem Tejumola, urged government to use research to amplify growth by partnering with groups such as AMRA,

Director, West Africa, AMRA, Joy Uyanwune, said AMRA’s unique stands in the development of Africa, the force behind businesses, brands, products and services, could not be overemphasised.

She said: “We need to be careful how we gather information and ensure international standard. Those we want our information to impact positively.”

AMRA Chairman, Sami Ghabrial, pointed out that AMRA was the agent of growth in Africa, hence the need to be African.