Challenges of researching consumers in emerging markets

International marketing research has increased substantially as companies seek global growth opportunities. Developing economies are frequently central to this endeavour since they offer the greatest potential for future expansion. However, marketing research in emerging markets is particularly challenging. While there is an expanding body of literature on international marketing research, comparatively little focuses on the market research industry practitioners. Furthermore few studies examine the challenges of market research in Africa. This paper helps redress this imbalance. Qualitative interviews with professionals working in Africa's market research industry reveal a complexity of issues. It is important for practitioners to appreciate these challenges so that research projects can be designed to overcome them.