Following a decision in Dublin on 29 September 2015 by the African delegates at the ESOMAR Congress 2015 to form a pan-African market research, social research and opinion polling organisation, AMRA was established in 2016 and is a non-profit membership association for market, social and opinion polling research associations and organisations in Africa.

AMRA aims to:

  1. Ensure professionalism in the market research, social research and opinion polling industry in Africa
  2. Share market research, social research and opinion polling knowledge and skills across African markets and countries
  3. Promote African market research, social research and opinion polling to the rest of the world
  4. Partner with member associations to build the confidence of the rest of the world in African research

AMRA’s Objectives are to:

  • Ensure self-regulation and adherence to ethical standards with respect to market research, social research and opinion polling
  • Promote leadership support and commitment from the market research, social research and opinion polling industry in Africa
    Provide a forum within which African researchers can work together in a spirit of cooperation, support and mutual goodwill
  • Facilitate cooperation across Africa to face challenges and to create opportunities to embrace emerging trends in the field (e.g. data quality, technology integration, privacy matters)
  • Foster inter-agency collaboration amongst AMRA member association’s members
  • Encourage clients to make use of AMRA member associations’ members
  • Increase the visibility of African continent market research, social research and opinion polling
  • Encourage investment in the wider market research, social research and opinion polling industry in Africa, including new focus service areas (e.g. data analytics providers)
  • Provide a platform that brings respect to African-registered practitioners as professionals and confers integrity on research materials presented by practitioners in the market

We will be successful if we achieve:

  • A strong and unique voice for and from Africa
  • A market research, social research and opinion polling association that is inclusive, representative and relevant across Africa
  • A sense of belonging amongst AMRA Member associations who derive significant value from their membership
  • Measurable growth in the African market research, social research and opinion polling industry
  • Adherence to world-class market research, social research and opinion polling standards
  • A significant African body of market research, social research and opinion polling knowledge
  • Cost-effective, value-adding market research, social research and opinion polling in Africa for clients across the globe
  • The formation of industry associations in all African countries that subscribe to the aims and objectives of AMRA

 

Africa Delegates at ESOMAR 2015
Africa Delegates at the ESOMAR Congress 2016, Dublin, Ireland