The convergence of culture and marketing has emerged as a critical focal point for brands seeking to forge deeper connections with Nigerian consumers. Marketing experts emphasize the vital role of cultural integration in marketing strategies, recognizing that culture is intrinsically linked to consumer identity and purchasing decisions. Lanre Fasakin, Executive Chairman of CMRG Limited, underscored this connection, arguing that effective marketing must resonate with the cultural context of the target audience. He stressed that strategies that acknowledge and respect cultural nuances are more likely to succeed in the Nigerian market. This approach not only enhances brand relevance but also contributes to the preservation of local values in the face of globalization’s homogenizing influence.
A key concern raised by Fasakin is the potential erosion of Nigerian cultural values due to the globalized influx of foreign influences. He warned that unless older generations actively transmit cultural traditions and adapt them to resonate with younger demographics, these traditions risk being overshadowed. The increasing interconnectedness of the global youth population presents a challenge, as shared trends and preferences can lead to the marginalization of unique cultural elements. A deliberate effort to engage younger Nigerians with their cultural heritage is crucial to ensure its continuity and prevent its submergence beneath global trends. This intergenerational dialogue is essential to bridge the gap between tradition and modernity, allowing cultural values to evolve while maintaining their core essence.
The Nigeria Market Research Association (NIMRA) plays a vital role in shaping the landscape of market research in Nigeria. Established over four decades ago, NIMRA champions ethical practices and professional standards within the industry. Fasakin highlighted the organization’s efforts to standardize research methodologies, enforce ethical guidelines, and define clear membership categories, ensuring that practitioners operate within a universally recognized framework. This commitment to professionalism elevates the credibility and reliability of market research conducted in Nigeria, contributing to more informed business decisions and policy development.
NIMRA’s International Conference 2025 served as a platform to explore the transformative impact of emerging technologies, particularly Artificial Intelligence (AI), on market research. Seyi Adeoye, President of NIMRA, emphasized the conference’s focus on leveraging AI to enhance research capabilities and better serve the evolving needs of clients. Discussions revolved around fostering collaboration between researchers and businesses, exploring social and policy research, and identifying interventions that can positively impact the lives of Nigerians. These conversations reflect NIMRA’s commitment to using research as a tool for societal improvement and economic growth.
The conference also delved into the complex interplay between human behavior and machine learning. Vera Nnaji, Chairperson of the Planning Committee, characterized the current era as a crossroads of data-driven evolution, where AI is no longer just a tool but a strategic partner in deciphering human behavior, consumer decision-making, and cultural dynamics. Researchers were challenged to rethink their methodologies in light of this evolving landscape, integrating AI-powered insights to gain a deeper understanding of consumer motivations and cultural trends. This adaptation is crucial to remain relevant and effective in an environment increasingly shaped by data and algorithms.
Themed “Beyond the Horizons: AI and the New Frontiers,” the conference adopted a hybrid format, dedicating each day to a specific segment, from client engagement to social research and international collaboration. This multifaceted approach reflects the breadth of market research’s applications and its growing influence across various sectors. The discussions and insights shared at the conference underscored the importance of adapting to technological advancements, embracing ethical practices, and prioritizing cultural understanding in the pursuit of effective market research that drives positive change. This forward-thinking approach positions Nigeria’s market research industry to navigate the complexities of the digital age and contribute meaningfully to national development.
