Keep an eye on media dynamics to align your marketing resources
Good insight creates a whole new way of thinking; it is generally a disturbance in discourse and while we may have awesome data at our fingertips, not knowing what to do with that data renders it obsolete and ineffective. When speaking to business students they often ask when it is necessary to conduct comprehensive research considering that startups have limited budgets. My response is simple; it depends on the size of the opportunity. Commision credible research for your big business initiatives.
With ad spend in Africa standing at an estimated $15 billion per annum, the role of PAMRO (Pan African Media Research Organisation) is to collectively develop media currency across the continent and provide relevant insight to help you spend your money wisely. It was founded in 1999 as the premier industry forum for media research providers, media owners, marketers and advertising agencies with the aim to create a uniform research infrastructure in African countries.