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NiMRA Launch - Beyond Revitalisation
An article by Sola Akinnagbe - GMD, MRC Limited and President of NiMRA
 The history of marketing research in Nigeria began in the late 1950s when the first agency, Domestic Research, commenced operations in Ibadan under the leadership of Mr. S.O.B. Bamgbose, (Commercial Manager of Lever Brothers). Its job was primarily data collection and operation of questionaires from the parent company, in the United Kingdom, and sending them back for processing by the Research Bureau.As from the 1970s the complete processes of market research locally became imperative with increasing commercial activities and influx of foreign investors. The Domestic Research graduated to Research Bureau Nigeria Ltd; followed by the breaking of its monopoly by the emergence of indigenous research agencies: Ujaama and Management & Research Partners Ltd. (MARP), Research and Marketing Services (RMS), Canvest, Market Survey and Market Trends. In this period, market research operations revolved around commissioned Usage and Attitudes Studies, Product Tests; with data processing based on hand counting and tallying (usually tedious and time consuming).
Suffice it is to say that the clientele of those formative years was (and still is) characterized by the preponderance of multinational companies such as; UAC, Lever Brothers, A J Seward, Guinness Nigeria, Phillips Morris and Savannah Sugar Cane Industry.
EMERGENCE OF NiMRA
With the emergence of indigenous research agencies, especially in the late 1980s, came the imperative of an umbrella body to provide members with socio educational platforms, uphold technical and professional standards, provide a regulatory function and the position the industry in a positive light both on a national and global level. The formation of NiMRA met these challenges.
One is happy to note that after three attempts; 1992, 1997 and 2004, NiMRA is now firmly established with a functional Executive and an active member base of over 300 individuals and over 40 practitioners' agencies. This has been made possible by the joint efforts of members since late 2003, culminating in the re-launch of the body on 14th December, 2004.
ACKNOWLEDGMENTS
As the current President of NiMRA, I wish to acknowledge on behalf of the Executive and NiMRA, the sterling contributions of the following personalities, not only to the growth of indigenous market research agencies in Nigeria, but to the foundation of NiMRA in particular and the market research industry in general:
Mr. K. A. Tejumola - Group MD, RMS
Mr. J. O. Ebhomenye - MD, MTRI
Mr. S. Ogunmodede - MD, MTRS
Mr. W. Carrena - Retired MD (First Research)
Mr. N. Nwakenema - MD, Ujamaa Consultant
I also wish to thank the Editorial Board of RMS News for the privilege of a write-up in your quarterly magazine. It is as redoubtable as the contributions of your Group MD and your organization to the course of our profession and the market research industry in general.
BEYOND REVITALIZATION
Beyond the euphoria of the re-launch and revitalization of NiMRA, the question now is QUO VADIS? In the interim, there are challenges to be met in:
- The establishment of a full-fledged Secretariat
- The drawing up of a comprehensive code of conduct which will be the envy of other regulatory bodies
- The smooth funding of the organization: sources of funds to be explored and exploited include, amongst others, the production of a magazine, training school programmes, awards of degreesand certificatesand complimenting government organisations and agencies. (both local and international UNO, FSO, National Census Board, et al).
- Operations of members in a liberalized economy: government diversification and privatization engender competition, new products and expanded markets compelling more investments in market research. This would require new syndicated studies multi-country studies and analyses, collaboration of efforts, thorough professionalism, avoidance of government approved mindsets and responding to the changing situations of consumers in terms of shorter attention span in the face of converging technologies; provision of new technological methods of interview, and filling of questionnaires.
The challenges NiMRA faces in the coming year are daunting but not insurmountable. This is a call to duty for all market researchers, and indeed all of us. With your full and enduring support and God's grace we will not fail.
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