The Nigerian Marketing Research Association (NiMRA) has emphasized the importance of adopting artificial intelligence (AI) and data-backed strategies across Nigeria’s research and business sectors. This call was made during the opening of NiMRA’s inaugural International Conference in Lagos, where industry leaders, marketing professionals, data scientists, and corporate clients gathered to explore how emerging technologies can revolutionize customer insights, foster innovation, and support sustainable growth.
Under the theme, ‘Beyond the Horizons: AI and the New Frontiers,’ the first day of the four-day conference concentrated on client engagement and the transformative role of AI in redefining business operations. Discussions highlighted how AI is increasingly becoming a vital component in enhancing customer understanding, improving business agility, and advancing data-driven decision-making in a rapidly evolving market landscape. The conference, held at the Lagos Marriott Hotel, attracted a diverse array of stakeholders who underscored the urgent need for digital transformation, predictive analytics, and technological innovation in Nigeria’s post-pandemic economy.
Seyi Adeoye, president of NiMRA, described the event as a significant reset for the association, which he admitted had been operating at a ‘low vibe’ for too long. He emphasized that NiMRA is repositioning itself as a collaborative force committed to relevance in the digital age. Adeoye stated, “AI is already shaping how we work, but the real magic will happen when we begin to merge native human intelligence with machine intelligence. We are not just talking about AI; we are building for what comes after AI.” He highlighted that the conference program includes a client-focused summit, a social and political summit, and a main plenary session. All these efforts aim to recalibrate the research industry around standards, talent development, and collective impact, ensuring it remains aligned with future needs.
NiMRA Vice President Ajibike Seun-Ajayi also weighed in on the discussion, stressing the importance of a more client-driven and future-facing research industry. She emphasized, “We must listen to the heartbeat of our clients, understand their pain points, and deliver value through smarter research tools.” Her remarks pointed to a growing recognition within the industry that leveraging AI and advanced analytics are key to delivering relevant insights and maintaining competitive advantage in a digital-first world.
Overall, the conference showcased a shared consensus that embracing AI, predictive analytics, and innovative research methodologies is crucial for Nigeria’s business sector to thrive amid changing consumer behaviors and technological advances. As NiMRA leads the charge, its focus on strategic adoption of these technologies positions Nigeria to unlock deeper insights, foster innovation, and achieve sustainable growth in a highly competitive global economy.
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