Rapid population growth and urbanization are creating new classes of consumers across the African continent. But there is very little reliable data about how these new consumers see their countries’ economic situation or their own finances.
Only a handful of African countries track consumer sentiment, which is considered by the OECD to be a leading indicator of economic prospects. The lack of freely available information on the consumer perspective in one of the world’s fastest growing consumer markets is holding back investment and driving up the cost of doing business.
Africa Momentum seeks to drive investment and growth in Africa through the delivery of better data on African consumers.
About the platformUp to date data on consumer sentiment using standardised methodology across the continentPublicly available top line data comparing consumer behavior across regions, cities, economic sectors, and market segmentsDetailed reports and trendlines for all classes of investors, local and international companies, central banks, and development agenciesThe index aims to be a leading economic indicator, enhancing governments’ statistical capacity
We collect data using Computer Assisted Personal Interviewing (CAPI), which is considered the most reliable survey methodology in low and middle income countries. It consists of semi-structured face-to-face interviews conducted with members of the public considered as reliably middle class. Quantitative data is complemented by focus groups that probe what lies behind the way people respond. TEAM
Angela Ambitho
Angela Ambitho has 30 years of experience conducting surveys and empirical research in Sub-Saharan Africa. Angela is Founder and Managing Director of Nairobi-based Infotrak and is currently President of the World Association for Public Opinion Research.Tom Carver
Tom Carver is a global engagement strategist, experienced in creating data content platforms. He has worked for Atlantic Media, and led global engagement at Carnegie Endowment for International Peace. Tom was previously a BBC journalist based in Africa and Washington.Nick van Praag
Nick van Praag has a deep understanding of opinion research in the developing world. He is the founder of Ground Truth Solutions (GTS), a pioneering survey organisation in the humanitarian and climate change spaces. Nick previously occupied senior positions at theThe World Bank and the United Nations.