Researchers under the aegis of the Nigerian Marketing Research Association (NiMRA) have urged brands and other organisations to deepen their use of consumer intelligence and artificial intelligence as they seek to remain competitive in a fast-changing market. The association said businesses can no longer rely on guesswork as economic pressure continues to reshape consumer behaviour.
The call was made at NiMRA’s 2026 International Conference in Lagos, where industry stakeholders gathered to examine how consumer and social intelligence can drive business growth. The conference theme, “Consumer and Social Intelligence as Transformative Power,” reflected the association’s position that research-backed decision-making is now central to corporate survival and expansion.
NiMRA President Seyi Adeoye said, “The consumers of last year are not the consumers of today. Brands need information that allows them to make the right decisions and remain sustainable.”
He also said, “When you combine a powerful AI system with the right expertise and context, the possibilities are enormous.”
Adeoye further stressed that, “Any client that has a substantial understanding of the end recipients of its products or services will always have an advantage over competitors who enter the market without understanding their consumers.”
He added that consumer intelligence helps businesses identify what customers value, while social intelligence helps them understand the wider forces influencing purchasing decisions. According to him, the two work together to give companies a clearer view of the market and help them respond more strategically to change.
Speaking at the event, NiMRA Vice President Ajibike Seun-Ajayi said brands must pay closer attention to how inflation and other economic realities are changing buying patterns. She said artificial intelligence can support research and improve efficiency, but should complement, not replace, human insight.
NiMRA Secretary-General Opeyemi Dairo also highlighted the fact that AI is useful for processing information and improving efficiency, but it cannot replace the judgement and context that human researchers bring to business decisions. He stressed that research professionals remain important in turning data into practical insights for growth.
In addition, Oluwakemi Oshone, the association’s Publicity Secretary, said brands must place consumers at the centre of their strategy, noting that data-driven insights improve the chances of success in product development, service delivery and policy decisions.
The message from the conference was clear: for brands seeking growth in the current economy, stronger research, sharper consumer understanding and smart use of AI are becoming corporate necessities rather than optional extras.
