Stakeholders at the Nigeria Market Research Association (NIMRA) International Conference 2025 have urged industries to transition from traditional research methods to AI-powered market research for enhanced productivity. The call was made during the ongoing four-day hybrid event in Lagos, themed “Beyond the Horizons: AI and the New Frontiers.”
The conference, sponsored by MTN, Esomar, Ipsos, and other leading organisations, gathered financial, medical, and academic experts to explore AI’s transformative role in market research and decision-making.
AI: A Game-Changer for Market Research
Professor Samson Arekete of Redeemer’s University, in his keynote address, described AI-powered market research as revolutionary, enabling faster and more accurate data analysis than human capabilities.
“AI improves productivity across sectors—from medical diagnostics to telecom service monitoring,” Arekete said. “For instance, AI tools can detect X-ray patterns invisible to the human eye and assess call quality for telecom providers.”
However, he cautioned against misuse, citing deepfake risks and data breaches. “While AI offers immense benefits, unethical practices like misinformation campaigns threaten credibility,” he warned.
Policy Research and Industry Impact
NIMRA Vice President Ajibike Ajayi highlighted the summit’s focus on policy research, noting its growing influence in shaping government and corporate strategies. Meanwhile, Yemisi Makinde, NIMRA’s Events Chairperson, emphasized that AI-powered market research is now essential for data-driven economies.
“Market research shapes brand strategies, policy decisions, and consumer engagement,” Makinde stated. “Embracing AI is no longer optional—it’s a necessity for economic growth.”
The conference continues to drive discussions on ethical AI adoption, positioning Nigeria’s research industry for a tech-driven future.
Follow us on Instagram.
https://www.instagram.com/businessnewsng?igsh=ZXpweTdjOGF1ZXdu
