Access brand trackers, online panels, retail audits and other powerful consumer data across the African continent. Immediately.
Our products and services to conduct your market research in Africa
SagaBrand
Continuous brand health tracker
Track key brand related KPIs across your key markets, for your brands and competitors
SagaCube
Pan-African consumer data repository
Access usage and attitudes data related to key FMCG and equipment categories
SagaTracker
Retail audit to track your brand performance in the trade
Track brand performance in the points of sale and monitor your market share
Online Panels
Pan-African consumer online panels
Engage with our consumer panels to get insights within short timeframes
Qualitative
Custom research into the consumer Why
Gain actionable insights through Focus Groups, IDIs, ethnographies, etc
Product Test
Product Performance Evaluation
Measure consumer reactions to concepts, flavours, packaging, etc
We’re trusted by over 500 businesses to conduct their market research in Africa
From leading multinational companies to local players, hundreds of companies trust Sagaci Research to help them measure,
understand and grow their business on the continent.
Africa and nowhere else
The African continent has thousands of opportunities for your business. Understanding the population’s consumption habits, as well as their interests and behaviors, can be decisive for your brand.
With our experience and knowledge of African culture and consumption habits, you’ll have great insights into new products and potential businesses, with a proper understanding of customers and markets.
We have full coverage of the African continent, including smaller countries, as we invest in the local infrastructure. You can trust Sagaci Research to conduct your market research in Africa.
Why Sagaci Research?
Deep expertise on the African continent
Sagaci Research is the leading market research in Africa. As of today, we have 9 years of experience conducting large-scale market research projects on the continent, for leading multinational companies, local or regional players, consulting firms and investors.
Extensive footprint
Sagaci Research operates its own field teams on the ground and runs its own online panel across each country.
In 2021, we have conducted more than 200 projects in 34 countries across the continent.
State of the art quality control systems
Our online and face-to-face data collection processes go through specific quality control (QC) steps, including automatic and manual human checks, to ensure that all collected data is reliable and genuine.
Unique datasets available
Our customized and off-the-shelf / syndicated products and services provide access to unique datasets covering consumption and distribution-related topics. These datasets are continuously updated to allow faster and better decision making.
Our market research insights across Africa
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FinTech in Africa: beyond mobile money, the growing digital ecosystem
Mobile money in Africa as a core financial channel FinTech in Africa is, for many, associated with mobile money, now one of the most widely used financial tools on the continent. According to recent SagaCube data on telecom usage in Africa, 82% of respondents of our online panel in Africa had used mobile money in
21/11/2025 -
Top 30 best selling consumer goods in Côte d’Ivoire
Which products truly define Ivorian households today? Thanks to SagaProduct, Sagaci Research’s proprietary Shopper Panel in Africa, leveraging our online panel in Côte d’Ivoire, we can answer this question with precision. By tracking thousands of consumer product scans at home and in pantries, across all channels, modern and traditional, SagaProduct reveals what people actually use,
13/11/2025 -
Black Friday in Africa: Awareness, intent, and what shoppers plan to buy
As the Black Friday phenomenon spreads across Africa, new data from Sagaci Research reveals how consumers perceive and engage with this fast-growing retail event originally from the United States. From awareness to purchase intent and product choices, the results show both the reach and the limits of Black Friday in African markets. How well do
03/11/2025 -
Africa’s middle class under pressure: how brands can thrive amid tighter wallets
Africa’s middle class is feeling the strain. According to a recent Sagaci Research online survey, 56% of our panel members report higher household spending over the past 12 months, and for more than a quarter (27%), the increase has been significant. How is this shaping the way people shop? And how are brands and retailers
29/10/2025