About The Association

Following a decision in Dublin on 29 September 2015 by the Africa delegates at the ESOMAR Congress 2015 to form a pan-Africa 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 Africa markets and countries
  3. Promote Africa 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 Africa research


  • 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 Africa 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 Africa 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 Africa-registered practitioners as professionals and confers integrity on research materials presented by practitioners in the market


  • 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 Africa market research, social research and opinion polling industry
  • Adherence to world-class market research, social research and opinion polling standards
  • A significant Africa 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 Africa countries that subscribe to the aims and objectives of AMRA



The Africa Forum 2018 programme committee functions under the expert leadership of Anna Alu, ESOMAR Senior Consultant:  Developments and ESOMAR Foundation Board Member. Anna provides expertise and collaboration on events, activities, projects and initiatives that promote ESOMAR’s reputation for high standard products and services for market research professionals and their organisations worldwide. Anna’s career at ESOMAR spans several years having played a pivotal role in broadening and enhancing the worldwide events calendar and leading key projects.


Jane Nzomo is co-founder and Managing Director of Consumer Options Limited, a full service market research firm established in 2004, with a track record of providing research based solutions across Africa.  Jane Nzomo is also a founding Director of the African Market Research Association NPC (AMRA), and a member of the Marketing & Social Research Association (MSRA) in Kenya, where Africa Forum 2018 is being held.


Philip is a seasoned Marketing Insights and Strategy professional with over two decades of successful global experience on client and supplier sides. He is currently the Principal at KnowledgeSquare Foresight, a Chicago and Lagos-based Business Analytics and Strategy company he founded in 2015.

Prior to KnowledgeSquare, Philip has worked at Grey Advertising, British American Tobacco (BAT) Nigeria and the UK as head of African Research team, Brown and Williamson/RJ Reynolds in the USA, AC Nielsen BASES as Client Service Director, and as Head of US Research at Metrixlab. At BAT, Philip helped establish and develop marketing research teams, managed global brand insights from the UK, and helped develop corporate dashboards and consumer tracking studies in the US. On the supplier side, Philip has led projects in various verticals for clients including PepsiCo, Microsoft, ConAgra Foods, Nestle, Kraft, Abbott Lab, SuperValu, Scotts, Tyson Foods, McDonalds, Sara Lee, Nestle, Barilla and Reckitt Benckiser and several others.

Philip holds a MBA degree from the University of Lagos, M.S. in Information Technology Bellarmine University, Louisville, KY USA, Cerificates in Data Drive Strategy and DIgital Marketing from Cornell University. He is currently working on his Doctoral program at the University of Wisconsin.


Mr. Gundona is currently the managing partner of Consumer Insight Consult, Ghana, a company he co-founded in 2010. He currently provides direction for the overall strategic direction for the company. Prior to founding Consumer Insight Consult, Mr, Gundona began his research carrier when he joined Research and Marketing Services in 2000 as a Research Executive. He left after four years for further studies in the United Kingdom. He re- joined the company as Research Manager in 2007 and rose to the position of Country Head in the company’s Office in Abidjan, Cote D’Ivoire. As Country Head, he managed the overall strategic business and research plan for the local market and also pioneered business growth by developing marketing and implementation of customized research solutions for the business community amongst others. Mr. Gundona is currently a board chairman of Akayet (four star) hotel and Sahel Fm.


Jonathan has been in the market research industry slightly over 18 years, having begun as an interviewer while still a student at the University of Nairobi in Kenya. He has worked his way laterally and vertically across the facets and hierarchy of market research in Africa. Within the 18 years, he has had the privilege to learn, lead and be responsible for various research products, across local and multinational clients in diverse industries. He has worked with TNS and Nielsen, and in 2016, he left a multinational MR agency to form a boutique research firm specializing in partnering with clients to achieve retail excellence. He has worked in over 22 African countries and also in Asia. Jonathan loves the outdoors and has climbed Mt. Kenya and Mt. Kilimanjaro. He is an avid cyclist, camper and actor.