Florence de Bigault is Director of AFRICAP, the organization launched by IPSOS to better support its clients in their development in African markets.
Based in Paris, the AFRICAP team led by Florence de Bigault brings its expertise in these rapidly changing markets, conducts research and monitors local conditions with the Ipsos network present in 14 African countries.
Florence de Bigault has been with Ipsos for around ten years. She worked extensively in Asian and Middle Eastern markets before refocusing on Africa, and describes herself as an export market specialist.
Can you briefly describe IPSOS AFRICAP's activities?
IPSOS operates in 84 countries worldwide, including 14 in Africa. We currently have nearly a thousand employees on the ground and, for the past year, an office that I am in charge of, Ipsos Africap, which is based in Europe, in Paris, to be closer to our clients, since most of our clients' decision-making centers for the African market are located in Europe.
Our role is to connect these clients and their needs with our network, which is one of the largest research networks in Africa today: we collect information in both urban and rural areas from B2C targets (households, businesses, institutions, etc.), analyze this information, and provide companies with insights.
We have our own network in around 15 countries and work with partners in other markets.
In Africa, which is currently experiencing economic growth, there is a shift towards a true consumer society that is taking shape across the continent.
This theme of the emergence of the middle classes, which you have studied recently and which is often repeated, is therefore a reality for you and not, as some claim, a myth.
The African market is an emerging market, and the middle classes in Africa have purchasing power similar to that found in Latin America or certain Asian countries. There are 1.2 billion Africans, and today the middle classes represent between 9 and 18% of the population, depending on the country.
Africa is teeming with initiatives and projects. The development of a research institute such as IPSOS is in itself an indicator of what is happening in Africa on a continental scale.
We have set up a very large syndicated study, open to all subscribers: AFRICAN LIONS, which aims to track these new classes in Africa over time and provide benchmarks in terms of equipment, consumption habits, attitudes and values, and purchasing power.
Africa today consists of developing markets with a growing consumer society. This society is not yet on a par with what is happening in Europe, but is very similar to what is happening in Vietnam, Indonesia, Peru, etc.
These African middle classes have middle-class budgets typical of emerging countries. They have now largely emerged from the survival zone and are focused on acquisition and consumption, particularly of media, leisure, information, knowledge, etc. Hence, for example, a real attraction for cultural goods and entertainment: today in Africa, we are seeing growth in the number of people subscribing to pay TV, buying books, going to concerts, etc.
In which areas of activity do you have short-term research projects?
At Ipsos, we have been developing a study called AMPS for East African countries for several years now, and it has become a benchmark tool. We have decided to replicate AMPS in French-speaking countries (see box).
It is important to note that French-speaking Africa, which had been lagging behind English-speaking Africa in terms of energy and economic dynamism, is now making significant strides: over the last three years, East Africa has seen growth of 3-3.5%, while French-speaking Africa has grown by 5-6% and even 8-9% in countries such as Côte d'Ivoire, Senegal, and the DRC.
When do you plan to launch this study? And how does it differ from existing studies?
It's launched, it's our news of the day. Marketing has begun. Construction will start in a few weeks.
This tool will help support the boom in the advertising market resulting from the development of media, particularly digital terrestrial television, in each country. In addition, it will provide advertisers and operators operating across the continent with reliable and consistent information on both English-speaking and French-speaking Africa.
And in other sectors, what are your other projects?
Today, food consumption accounts for a significant portion of household spending, which is quite typical of emerging countries.
We are conducting the only study of this scale, AFRICA M FOOD, which will be available in November and will enable us to assess and understand what is changing on Africans' tables in terms of practices and habits across 50 major food categories.
Many customers, particularly in the retail/fast food sector, want to know the current situation but are also wondering what changes are coming.
For this study, we will focus on urban consumers, as things are changing significantly in urban areas in Africa in terms of consumption at home/away from home, product type, openness to new tastes and flavors, etc.
Is this study in response to a request from manufacturers, or is it an initiative by IPSOS to take a position in this market?
It is a response to a demand. In Africa, it is difficult to find relevant, up-to-date data. We are faced with companies that make decisions empirically, particularly because we are multi-market and there can be significant fluctuations due to unforeseen circumstances. But in Africa, as everywhere else, we need accurate data in order to make decisions, take action, or respond.
Our discussions with our customers lead us to the following conclusion:
Since they need accurate, up-to-date data as quickly as possible, but data collection is expensive, companies are encouraged by us to develop syndicated research collections. For basic data, clients are willing to share data, even if it means setting aside ad hoc budgets for more strategic research.
Based on this observation, and often with a customer base that is ready to go, we then carry out sales work to seek out other customers.
To conclude, could you tell us about your vision for the development of telephones and social media in Africa?
For Africans, the telephone is a means of overcoming difficulties. The major problem in Africa is the lack of infrastructure. There is also rapid urbanization with traffic problems and limited public transportation, and the telephone allows people to keep in touch with their village, but also with those who have left for Canada or those who are stuck on the other side of town in a traffic jam.
This allows an entire generation to be open to the world. At the same time as there is a demand for African identity, there is also a demand to be part of the global community.
The telephone, the Internet, and social media make it possible to do both: continue to live in an African village while also staying in touch with the world.
This compensates for the lack of infrastructure and services. The banking system in Africa is not very accessible to individuals. Applications have therefore been developed that allow people to pay, save, or transfer money via their phones.