NiMRA Urges Brands to Boost Consumer Intelligence, AI Use for Growth Amid Economic Challenges

Nigerian marketing professionals and business leaders are calling for increased investment in consumer and social intelligence to help organizations thrive in the challenging economic climate. This emphasis on data-driven insights was a key theme at the 2026 International Conference of the Nigerian Marketing Research Association (NiMRA) in Lagos.

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What we have been doing over the last two days is trying to understand the latest developments in the market space and how businesses can find solutions to existing and emerging challenges.

The two-day conference, themed ‘Consumer and Social Intelligence as Transformative Power,’ brought together a diverse group of stakeholders, including market researchers, brand managers, business executives, and technology experts. They explored emerging trends that influence consumer behavior and shape business decisions, aiming to equip professionals with strategies for economic uncertainty.

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The economy is not at its best right now, so everybody is searching for survival strategies.

Mrs. Ajibike Seun-Ajayi, Vice President of NiMRA, highlighted the conference's focus on understanding the latest market developments and finding solutions to both current and future challenges. "The economy is not at its best right now, so everybody is searching for survival strategies," she stated. The discussions also centered on how businesses can derive greater value from research and how researchers can maintain relevance.

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Everybody is talking about artificial intelligence. We want to see how AI, in addition to human intelligence, can help our clients, help ourselves, and make our jobs easier.

Artificial intelligence (AI) emerged as a significant talking point, with Seun-Ajayi stressing that AI should augment, not replace, human intelligence. "We want to see how AI, in addition to human intelligence, can help our clients, help ourselves, and make our jobs easier," she added. The conference also addressed the increasing deliberation of Nigerian consumers in their spending due to economic realities, urging brands to deepen their understanding of consumer needs and market dynamics through research to avoid being left behind.

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Brands need to find out what they are doing right, what they are doing wrong, and what they need to do differently. The only way to achieve that is by listening to consumers through research. The world is changing, and organisations that fail to adapt will be left behind.