{"id":3174,"date":"2020-01-07T18:53:00","date_gmt":"2020-01-07T18:53:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=3174"},"modified":"2025-06-17T06:56:01","modified_gmt":"2025-06-17T06:56:01","slug":"why-digital-online-research-can-offer-africa-advantageous-insight","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/","title":{"rendered":"Why Digital Online Research Can Offer Africa Advantageous Insight"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Digital online research is taking off slowly in Africa, despite offering the continent so many evident benefits over traditional methods, says Ejaz Mirza, AVP client development of Middle East and Africa at Borderless Access.<\/p><\/br>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"527\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2020\/01\/digital-online-research-of-middle-east-and-africa-1024x527.webp\" alt=\"Digital Online Research of Middle East and Africa\" class=\"wp-image-3177\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2020\/01\/digital-online-research-of-middle-east-and-africa-1024x527.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2020\/01\/digital-online-research-of-middle-east-and-africa-300x155.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2020\/01\/digital-online-research-of-middle-east-and-africa-768x396.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2020\/01\/digital-online-research-of-middle-east-and-africa-1536x791.webp 1536w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2020\/01\/digital-online-research-of-middle-east-and-africa-2048x1055.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>When used correctly, digital research offers immense advantages in the quality of insights that it can provide. There are five reasons for this, including:<\/p><\/br>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/#1_It_is_less_intrusive_and_invasive_than_traditional_methods\" title=\"1. It is less intrusive and invasive than traditional methods\">1. It is less intrusive and invasive than traditional methods<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/#2_It_enhances_accuracy\" title=\"2. It enhances accuracy\">2. It enhances accuracy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/#3_It_enables_each_respondent_to_partake_in_the_research_in_optimal_ways\" title=\"3. It enables each respondent to partake in the research in optimal ways\">3. It enables each respondent to partake in the research in optimal ways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/#4_It_enables_iterative_and_adaptive_research\" title=\"4. It enables iterative and adaptive research\">4. It enables iterative and adaptive research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/#5_It_provides_results_quickly\" title=\"5. It provides results quickly\">5. It provides results quickly<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-1-it-is-less-intrusive-and-invasive-than-traditional-methods\" style=\"font-size:24px\"><span class=\"ez-toc-section\" id=\"1_It_is_less_intrusive_and_invasive_than_traditional_methods\"><\/span><strong>1. It is less intrusive and invasive than traditional methods<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Because of its nature, digital research enables a better quality of data collection. As Stacey Grant of Unilever says: &#8220;With digital methods, we are provided with the opportunity to observe and listen, rather than invade and ask.&#8221;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-it-enhances-accuracy\" style=\"font-size:24px\"><span class=\"ez-toc-section\" id=\"2_It_enhances_accuracy\"><\/span><strong>2. It enhances accuracy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Digital research improves accuracy by tracking the mobile footprint of respondents in real-time, rather than relying on their memories after the fact. This point is illustrated in the&nbsp;pilot case-study&nbsp;that Borderless Access conducted with Unilever on the change in cooking habits over time. According to the study, &#8220;Before using traditional methods, we would have said &#8216;what did you prepare yesterday?&#8221;<\/p>\n\n\n\n<p>&#8220;As we know, that&#8217;s always difficult to remember, and potentially good insights could have been excluded. In comparison, in the case-study we received responses \u2014 as well as rich imagery \u2014 very soon after the cooking occasion, some within two hours after the meal was prepared,&#8221; says Claire Bekker, CMI foods and refreshments lead for Africa, Unilever.<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-it-enables-each-respondent-to-partake-in-the-research-in-optimal-ways\" style=\"font-size:24px\"><span class=\"ez-toc-section\" id=\"3_It_enables_each_respondent_to_partake_in_the_research_in_optimal_ways\"><\/span><strong>3. It enables each respondent to partake in the research in optimal ways<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Digital data collection recognises that we are taking time from respondents. It, therefore, maximises the efficiency of their time to ensure the best responses at the best times and from the best locations for each respondent personally.<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-it-enables-iterative-and-adaptive-research\" style=\"font-size:24px\"><span class=\"ez-toc-section\" id=\"4_It_enables_iterative_and_adaptive_research\"><\/span><strong>4. It enables iterative and adaptive research<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This is due to almost real-time tracking. &#8220;The fact that it is &#8216;always-on&#8217; is obviously helpful. This allows us to course-correct the sample in real-time. It also enables us to build our understanding iteratively and adapt our questionnaire as we engage with, and learn from, the respondents,&#8221; says Grant.<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-it-provides-results-quickly\" style=\"font-size:24px\"><span class=\"ez-toc-section\" id=\"5_It_provides_results_quickly\"><\/span><strong>5. It provides results quickly<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>While it is inaccurate to assume that digital&#8217;s only advantage is the speed of turnaround, this is certainly beneficial. Bekker concludes, &#8220;We need results in weeks, sometimes even days, in order to really stay ahead and win in the market place. And one way in which that is now possible is using research through digital tools.&#8221;<\/p><\/br>\n\n\n\n<p>Want to take a leap in <a href=\"https:\/\/borderlessaccess.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">market research<\/a> with high-quality data and actionable insights?<a href=\"https:\/\/borderlessaccess.com\/contact-us\" target=\"_blank\" rel=\"noreferrer noopener\"> Contact Us!<\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Digital online research is taking off slowly in Africa, despite offering the continent so many evident benefits over traditional methods, says Ejaz Mirza, AVP client development of Middle East and Africa at Borderless Access. When used correctly, digital research offers immense advantages in the quality of insights that it can provide. There are five reasons for this, including: 1. It is less intrusive and invasive than traditional methods Because of its nature, digital research enables a better quality of data collection. As Stacey Grant of Unilever says: &#8220;With digital methods, we are provided with the opportunity to observe and listen,&#8230;<\/p>\n","protected":false},"author":21,"featured_media":3175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research-technology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital Online Research: Advantageous Insights for Africa<\/title>\n<meta name=\"description\" content=\"Digital online research in Africa can yield actionable insights for brands market researchers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Digital Online Research Can Offer Africa Advantageous Insight\" \/>\n<meta property=\"og:description\" content=\"Digital online research in Africa can yield actionable insights for brands market researchers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-07T18:53:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-17T06:56:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/africa-digital-online-research-advantageous-insight.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1250\" \/>\n\t<meta property=\"og:image:height\" content=\"955\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/\",\"name\":\"Digital Online Research: Advantageous Insights for Africa\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2020-01-07T18:53:00+00:00\",\"dateModified\":\"2025-06-17T06:56:01+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"Digital online research in Africa can yield actionable insights for brands market researchers\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/why-digital-online-research-can-offer-africa-advantageous-insight\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why Digital Online Research Can Offer Africa Advantageous Insight\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/\",\"name\":\"Market Research Insights - Borderless Access Blog\",\"description\":\"Gain fresh perspectives and insights on global trends for your business growth. 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