Sagaci Research
Sagaci Research is an Africa-focused B2B market research firm operating across 54 countries, selling syndicated subscription products (brand, consumption, retail-audit, shopper panels) and custom research to multinational corporates such as L'Oréal, Nestlé, PepsiCo, KFC, and Carrefour, built on its proprietary ISO-certified SagaPoll online panel of 645,000+ members.
- Company typePrivate
- Founded2010
- HeadquartersWestlands, Kenya
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Sagaci Research does
Sagaci Research is a B2B market research firm specialising exclusively in the African continent, headquartered in Westlands, Kenya, with legal domicile in Hong Kong and support offices in Barcelona and Paris. Founded in 2010, the company operates its own field teams across 34 African countries and maintains methodology coverage across all 54 countries on the continent. Its core technology platform is SagaPoll, a proprietary mobile-based online consumer panel with 645,000+ active members across 30+ African countries, generating more than 5 million interviews per year and 1 million+ app downloads; SagaPoll became the first ISO 20252:2019 certified online panel in Africa in September 2024.
Sagaci monetises this panel through two complementary streams: (1) syndicated/off-the-shelf subscription products - SagaBrand (brand health tracking across 25 KPIs in 25 markets), SagaCube (consumption tracking with 25,000+ daily respondents), SagaTracker (retail audits across thousands of outlets), and SagaProduct (shopper panel with SKU-level data on 400,000+ FMCG products); and (2) custom professional-services research, including qualitative work (focus groups, IDIs, ethnographies), product testing, and OmniBus shared-questionnaire surveys. Pricing is quote-based and tailored to project scope, with multi-year enterprise contracts typical for syndicated products. GTM is sales-led, targeting multinational corporates, regional players, consulting firms, and investors, supported by an extensive content-marketing engine (435+ blog articles, webinars, monthly newsletter) and field sales teams on the ground in African markets.
The firm serves a concentrated enterprise base of 500+ clients, with named customers including L'Oréal, Nestlé, PepsiCo, KFC, and Carrefour, spanning FMCG, retail/distribution, financial services, telecommunications, and consulting/investor verticals. Sagaci is founder-owned and managed by CEO and co-founder Julien Garcier; no external funding rounds, parent company, or M&A activity are disclosed in the source material.
Sagaci Research firmographics
Firmographics- Name
- Sagaci Research
- Legal name
- Sagaci Research
- Website
- https://sagaciresearch.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sagaci Research is an Africa-focused B2B market research firm operating across 54 countries, selling syndicated subscription products (brand, consumption, retail-audit, shopper panels) and custom research to multinational corporates such as L'Oréal, Nestlé, PepsiCo, KFC, and Carrefour, built on its proprietary ISO-certified SagaPoll online panel of 645,000+ members.
- Ownership category
- akta.pro rank
Sagaci Research industry classification
Industry- Product category
- Market Research Services
- NAICS
- Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)
- akta.pro secondary industries
- Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Market Research & Consumer Insights (BPAHALAA), Market, Shopper & Category Insights / Research Services (CRAOAOAI)
Keywords
Where Sagaci Research is headquartered
LocationHeadquarters
- HQ city
- Westlands
- HQ country
- Kenya
- HQ region
- Africa
Offices4 records
Markets served
Sagaci Research business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Syndicated Research Products: Off-the-shelf/syndicated products including SagaBrand (brand tracking), SagaCube (consumption data), SagaTracker (retail audits), and SagaProduct (shopper panel) providing continuous data access
- Custom Research Projects: Custom qualitative research (focus groups, IDIs, ethnographies), product testing, and ad-hoc research projects tailored to client needs
- Online Panel Access: Access to proprietary online panel (SagaPoll) for targeted consumer research across African markets
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom pricing based on project scope and requirements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Sagaci Research product offering
Product offeringCore offering
Sagaci Research conducts consumer market research across the African continent through its proprietary SagaPoll online panel of 645,000+ active members in 30+ African countries, combined with field teams operating in 34 countries. The firm sells syndicated research trackers (SagaBrand for brand health, SagaCube for consumption, SagaTracker for retail audit, SagaProduct for shopper behavior) and custom qualitative research and product testing services.
Product overview
Sagaci Research is a market research firm in Africa operating across 34 countries on the continent, with support offices in Barcelona, Paris, and Hong Kong. The company offers a portfolio of integrated research products and services: SagaBrand (brand health tracker monitoring 25 KPIs across 25 markets), SagaCube (consumption tracker with 25,000+ daily respondents), SagaTracker (retail audit solution), and SagaProduct (shopper panel with SKU-level data on 400,000+ FMCG products). The core technology platform is SagaPoll, the largest proprietary online panel in Africa with 645,000 active members across 30+ countries. Additional services include Online Panels, Qualitative research (focus groups, IDIs, ethnographies), Product Test, and OmniBus surveys. All products are backed by ISO 20252:2019 certification and support both English and French languages.
Differentiator
Problem solved
Functional benefit
Brands
- SagaPoll: Online panel platform operated by Sagaci Research, serving as Africa's largest proprietary panel with 645,000+ active members spanning 30+ African countries. Launched 2020, ISO certified 2024.
Products and services
- SagaBrand Continuous brand health tracker that monitors 25 KPIs (awareness, usage, preference, satisfaction, recommendation) for brands and competitors across 25 African markets. Used by FMCG and consumer-facing companies to benchmark brand equity.
- SagaCube Pan-African consumption tracker providing insights into usage, attitudes, occasions and need states for FMCG and equipment categories, with more than 25,000 daily respondents.
- SagaTracker Retail audit solution tracking product availability, pricing, distribution and market share across thousands of outlets in both modern and traditional trade channels across Africa.
- Online Panels Pan-African consumer online panels powered by the proprietary SagaPoll platform, providing representative, mobile-based access for fast-turnaround survey research across African markets.
- Qualitative Research
Quantifiable outcome
- 5+ million interviews per year conducted across Africa
- +2 more outcomes
Companies that use Sagaci Research
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Sagaci Research technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Sagaci Research partnerships and signals
Strategic signalScale indicators12 records
Recent moves6 records
Expansion highlights6 records
Sagaci Research competitors and assessment
Company assessmentRegional players
- Afrobarometer: Pan-African research network conducting public opinion surveys across 30+ African countries. Comparable in continental coverage and field-research methodology, but primarily focused on governance and public attitudes rather than commercial consumer insights.
- Brand Africa: Africa-focused brand research and ranking organization. Comparable in brand-related research methodology across African markets, but narrower in scope (brand rankings) compared to Sagaci's broader consumer insights portfolio.
Direct peers
- GeoPoll: Mobile-based data collection and research platform operating across Africa and other emerging markets. Direct competitor to SagaPoll, with similar mobile-first panel methodology targeting enterprise clients needing consumer insights in low-connectivity regions.
- Survey54: Africa-focused consumer insights platform using mobile-first survey methodology across multiple African countries. Direct competitor targeting enterprise clients needing African consumer data, with comparable mobile panel-based research offerings.
- InOnAfrica: Africa-focused market and social research firm operating across multiple African markets. Direct peer providing comparable consumer insights, brand tracking, and custom research services for clients operating in Africa.
Broad incumbents
- Euromonitor International: Global market research provider with extensive country-level data including Africa coverage. Comparable in syndicated data products and consumer insights, with strengths in market sizing and category data that overlap with SagaCube.
- Ipsos: Global market research and survey firm operating across multiple African countries. Overlaps with Sagaci on custom research, qualitative work, and brand tracking, though Ipsos serves a broader global portfolio rather than Africa-exclusive specialization.
- NielsenIQ: Global leader in consumer measurement and retail audit with significant presence across African markets. Closely comparable in retail audit and FMCG tracking offerings (SagaTracker vs Nielsen retail measurement), but at vastly larger scale with a broader geographic mandate.
- Kantar: Global market research and consumer insights giant (part of Bain & Company) operating across 90+ markets including Africa. Competes in brand tracking, retail audit, and consumer panels, but at global scale and as part of a broader portfolio rather than Africa-specialized.
Emerging players
- Research ICT Africa: Africa-based research organization focused on ICT, telecom, and digital policy research across the continent. Adjacent competitor in the telecom/consumer insights segment that overlaps with Sagaci's telecom vertical offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights6 records
Customer concentration
Sagaci Research social profiles
Digital presenceSagaci Research compliance and trust
Trust signalCompliance1 record
Sagaci Research financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sagaci Research leadership team
Management profileNumber of profiles
Profiles2 records
Sagaci Research funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sagaci Research M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sagaci Research
What does Sagaci Research do?
Sagaci Research conducts consumer market research across the African continent through its proprietary SagaPoll online panel of 645,000+ active members in 30+ African countries, combined with field teams operating in 34 countries. The firm sells syndicated research trackers (SagaBrand for brand health, SagaCube for consumption, SagaTracker for retail audit, SagaProduct for shopper behavior) and custom qualitative research and product testing services.
Is Sagaci Research a public or private company?
Sagaci Research is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sagaci Research founded?
Sagaci Research was founded in 2010. It employs 101 to 250 people.
Where is Sagaci Research based?
Sagaci Research is headquartered in Westlands, Kenya, in the Africa region.
How does Sagaci Research make money?
Three revenue lines are on record. Syndicated Research Products are the primary driver. The others are custom Research Projects and online Panel Access.
Who are Sagaci Research's main competitors?
Regional players on record are Afrobarometer and Brand Africa. Direct peers are GeoPoll, Survey54 and InOnAfrica. Broad incumbents are Euromonitor International, Ipsos, NielsenIQ and Kantar. Research ICT Africa is listed as an emerging player.
Does Sagaci Research have an API?
No public API is recorded for Sagaci Research.
What industry is Sagaci Research in?
Sagaci Research's product category is Market Research Services. Its primary akta.pro industry code is MPAAALAB, Syndicated Market Research (Panels, Omnibus, Tracker Studies), with a secondary code of MPAAALAC, Custom Market Research (Ad Hoc Studies, Segmentation, U&A). Its NAICS code is 54191 and its SIC code is 7310.