Roxana Elliott has been Marketing Director at GeoPoll since January 2018.
What are GeoPoll's strengths? In which countries are you present?
GeoPoll's strength lies in offering high-quality solutions quickly and at low cost in emerging markets, particularly in Africa. Unlike traditional data collection services in Africa, which are mainly based on face-to-face interviews, GeoPoll takes advantage of mobile technology on the continent with its mobile survey platform. Data can be collected in various ways, including SMS, mobile web, and live calls. We are present in more than 30 African countries, including Kenya, Ghana, Tanzania, Nigeria, Ivory Coast, Uganda, Rwanda, and South Africa.
Can you describe your activities and your strategy for French-speaking Africa?
GeoPoll is a research company specializing in surveys conducted using a mobile survey platform. We have a panel of respondents and research capabilities throughout Africa and have already conducted several surveys in French-speaking Africa. The partnership with Harmonies and PHD Media illustrates our desire to further develop our services in the French-speaking region of the continent. With the launch of our audience measurement services in Côte d'Ivoire, we are now collecting daily data in this country, which opens up many opportunities for us to strengthen our presence and forge partnerships with Ivorian agencies, brands, and media outlets
. What are your ambitions for this daily audience measurement tool in Côte d'Ivoire, launched in partnership with the Harmonies Media Group agency?
We will continue to develop our daily audience measurement services in Côte d'Ivoire, as we are doing in many other countries on the continent. By collecting data on a daily basis over a long period of time, we will be able to trace the history of media consumption in Côte d'Ivoire, enabling different media outlets and advertisers to gain insight into this data and key trends in their market. Through our collaboration with Harmonies, we intend to support media agencies, advertisers, and media executives in developing more effective programming and audience targeting strategies, as well as in optimizing their advertising budgets.
Beyond Côte d'Ivoire, what is your development strategy?
Geopoll is forming partnerships with agencies such as Harmonies and PHD Media, which recognize the value and quality of our data. These partners will therefore be able to demonstrate to their clients the importance of this data and how it can be used to improve the ROI of advertising spend and better target their audiences. We have also established relationships with clients across Africa and set up a team in charge of developing our activities on the continent, with representatives in South, West, and East Africa working closely with clients seeking insights into their audience and information on market trends.
What methodology is used for this daily audience measurement service?
Geopoll's audience measurement is based on a methodology developed in collaboration with Kantar Media. We collect data on media consumption via surveys conducted by SMS and mobile app every four hours, regularly checking the demographic composition of our panel. Our data undergoes several validation steps: both automated validations and validations carried out by our media research team to ensure optimal quality.
Daily audience measurement is expensive. How is your tool financed
?
GeoPoll and its partners make an initial investment to set up the daily audience measurement service in a new country. Once established, this service is available to customers on a subscription basis.
In Ivory Coast, Médiamétrie has been raising awareness among the media and institutions for many months about the importance of audience measurement. Do you think it is possible for two audience measurement tools to coexist?
We are delighted to finally see new audience measurement solutions arriving in the country. We are confident that market players will recognize the value of our unique service, as it allows daily data to be collected. This is something that no other audience measurement service offers. GeoPoll's solution not only provides data, but one of the reasons we have partnered with a local agency is that we want to provide the Ivorian media with real local expertise to guide them in making the best use of our data.
GeoPoll's service differs from other services on the market because it provides extremely granular data, which means that advertisers and media owners can understand precisely when during the day they are reaching their largest audience. The data also makes it possible to measure the impact of programming changes on audience size and demographic distribution.