GroupM SSA and WPP’s Choreograph have today announced the expansion of proprietary Audience Origin data service into 12 markets in Africa, in response to a growing need from clients for better quality of data and insights around consumer attitudes, preferences and behaviour.
Audience Origin, formerly known as LIVEPanel, will be available in Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia and Uganda.
Audience Origin is an integral part of WPP’s newly created Choreograph, a global data products and technology company operated by GroupM, purpose-built for an era that demands a new approach to data management, usage, and brand growth.
Ramona Daniel, Audience Origin Research Director, added: “The Audience Origin product is even more relevant and urgently needed in Africa, where in many markets advertisers have historically lacked robust and reliable consumer research data, that is not only local, but can be also aggregated for a global point of view”.
GroupM has had a strong and direct presence in all key markets in Africa for a long time and