Latest data- driven product recently introduced by WPP into the Nigerian market, Audience Origin, will meet the expanding need for quality data and insights on consumer attitudes, preferences and behaviours in the country.
Group Managing Director/CEO of Algorithm Media Limited, Seni Adetu, made this revelation while delivering his welcome address during the formal unveiling of Audience Origin in Nigeria last weekend at the Four Points by Sheraton Hotel in Lagos. The event had in attendance industry leaders from the regulatory agencies, top flight Nigerian monarchs including the Akarigbo of Remo land, Adewale Ajayi and the Alaperu of Iperu, as well as clients, investors, , Dominic Granger, global CEO, WPP- specialist communications and partners from WPP and GroupM.
According to Adetu, the entry of Audience Origin in Nigeria will effectively meet all demands for quality and current data and on consumer attitudes and preferences. “Very little space would be left for all forms of intuition,” he stressed.
X-raying the edge that Audience Origin provides, The Group’s Chief Executive Officer for Sub-Sahara Africa, Federico De Nardes said, “Audience Origin provides an original and deep insight into the human mind and thinking. We achieve this by using a data organization with an international network that uses a privacy-first data collection system using surveys. Consumer Opinion. This provides a great opportunity for key clients to gain insight into African markets and less researched consumer segments.”
Reiterating the product’s importance to Africa, Ramona Daniel, Director of Research, Audience Origin said: “The product is more relevant and much needed in Africa. Many advertisers lack robust and reliable consumer research data, which is global in orientation. This leaves a gap in harnessing data that can be leveraged from global perspectives, although retrieved from local sources.
“Audience Origin makes it possible to segment consumers using more specific psychological details such as media consumption patterns and consumer touchpoints. In this way, we can better identify the consumer by understanding their behaviors and motivations, enabling us to suggest viable business solutions to business challenges.”
Also speaking, Managing Director of Wavemaker, a subsidiary of Algorithm Media, Soji Olaogun, pointed out that high-quality insights and data for brands and marketing has always been a challenge even for a country like Nigeria with huge opportunities.
He however stressed that, “with Audience Origin, we can use real-life data to understand consumers and create a true connection with them; and our customers’ brands. Indeed, this is a game-changer in the industry, and we at Algorithm media are very excited about the possibilities it creates for our customers and for us.”
“The product is a stand-alone tool that can collaborate with other data sources to deliver customized solutions to customer challenges. It allows our customers to reap the rewards of extraordinary insight and intelligence.
“This tool also brings to Nigeria a unique ability to segment as yet unexplored audiences in the Nigerian consumer market, and to ensure that the data provided by Audience Origin is relevant.”
In 2021, GroupM and WPP had promised to expand the use of Audience Origin data service into its 12 African markets: Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia, Uganda. This entry of Audience Origin in Nigeria and other African economies is poised to take the issue of consumer insight to a new level.