Abstract:

The paper describes how qualitative research conceived on a very large scale and analysed by a multi-disciplinary team, can help to establish a data-base of value to decision-makers in all areas of marketing in West Africa. The AdAfrica project is also unusual in that it was initiated by researchers rather than commissioned by manufacturers. The broad geographical and conceptual scope of the project appears to have considerable utility for those multi-national companies who are looking for economies of scale in regional, if not global, marketing. We believe this type of research, which provides a rounded picture of society from the point of view of individual psychology, anthropology, advertising and economics, is likely to become increasingly in demand as the economic recession leads to greater competition in international marketing, and a need to really know the consumer in depth.