In On Africa

What In On Africa does

In On Africa (IOA) is a Johannesburg-based research, intelligence, and advisory firm founded in 2007 (originally as Consultancy Africa Intelligence, rebranded in 2015) that provides market research and business intelligence services covering all 54 African countries. The company delivers a three-pillar service portfolio: (1) Consulting — B2B research, competitor intelligence, consumer research, due diligence, employee research, geopolitical research, market and opportunity assessments, partnership identification, reputation and brand equity studies, risk assessments, and social research; (2) Monitoring & Intelligence — advanced analytics, media monitoring and social listening, consumer segment trackers, CX research, competitor monitoring, election monitoring, and industry/sector intelligence; and (3) Publishing — the flagship Africa Country Benchmark Report (ACBR), the monthly In(sights) on Africa briefing, special reports, position papers, country profiles, and content marketing services. Underlying technology relies on mixed-method primary and secondary research (web surveys, consumer panels, in-depth interviews, focus groups, media analysis, social listening, literature reviews) executed through an in-house consultancy network spanning 30+ African countries, with stated but largely unspecified integration of artificial intelligence to support data analysis and digital research workflows.

IOA generates revenue through three streams: customized consulting engagements sold via direct B2B sales (quote-based pricing for major international corporations, governments, embassies, NGOs, institutions, and media houses), recurring subscriptions for the ACBR (US$300 for 1–5 users annually, with premium tiers and customized regional reports available), and content marketing services (reports, magazines, ghost writing, infographics, press releases, social media content). The go-to-market is sales-led and relationship-based, supported by content marketing and thought leadership via the company website, LinkedIn, Twitter, Facebook, Instagram, and an email newsletter. Named and visible customers include Adams & Adams, Cliffe Dekker Hofmeyr, Capricorn Investment Holdings, Motorola Solutions Germany GmbH, TrueTMS, Kantar Consulting, Junior Achievement South Africa, Heavy Chef Foundation, mothers2mothers, BP, Anglo American, Caterpillar, JBIC, Media24, AFGRI, SAPPI, University of Cape Town, and the Thabo Mbeki Foundation. The company is privately held by sole owner and director Jonathan Peter Mundell, with no disclosed institutional investors or subsidiaries, operating as In Africa On Africa Group (Pty) Ltd, registered in South Africa with 11–50 employees.

Name

In On Africa

Legal name

In Africa On Africa Group (Pty) Ltd

Website

https://inonafrica.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

In On Africa is a Johannesburg-based research and business intelligence firm, founded in 2007, that delivers consulting, monitoring, and publishing services covering all 54 African countries for multinational corporations, governments, NGOs, and institutions.

Ownership category

akta.pro rank

Product category

Market Research and Business Intelligence Services

NAICS

Marketing Research and Public Opinion Polling (54191), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

akta.pro secondary industry

Economic Research, Statistics & Policy Advisory (BPADAMAJ)

Keywords

• Market research services
• Business intelligence consulting
• Competitive intelligence research
• Geopolitical risk assessment
• Consumer insights research

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Consulting Services: Customized market research and business intelligence consulting services for clients across all 54 African countries. Services include B2B research, competitor intelligence, consumer research, due diligence investigations, employee research, geopolitical research, market assessments, opportunity assessments, partnership identification, reputation and brand equity studies, risk assessments, and social research.
2. Publishing and Reports: IOA publishes position papers, special reports, the monthly intelligence briefing 'In(sights) on Africa', and the Africa Country Benchmark Report (ACBR). ACBR is sold at US$300 for 1-5 users with premium subscriptions available for more users and customized reports for specific African regions.
3. Content Marketing Services: IOA provides content marketing services including full reports, magazines, thought-leadership papers, position papers, interviews, editing, infographic development, press releases, ghost writing, blogging, and social media content development.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

In On Africa (IOA) is an Africa-focused market research and business intelligence firm that sells customized consulting engagements, ongoing monitoring services, and subscription-based publications covering all 54 African countries. Its core deliverables include the Africa Country Benchmark Report (ACBR), monthly intelligence briefings, country profiles, and consulting lines spanning B2B research, competitor intelligence, due diligence, geopolitical and risk assessment, market/opportunity assessments, and consumer and social research. The firm combines primary and secondary research with AI-augmented analytics to produce insight-driven, data-visualized deliverables for corporate, governmental, and institutional clients.

Product overview

In On Africa (IOA) is a research and business intelligence firm providing a portfolio of interconnected services focused on Africa. The core offerings include the Africa Country Benchmark Report (ACBR) - their flagship publication assessing all 54 African countries - and the In(sights) on Africa monthly intelligence briefings. Consulting services span B2B research, consumer research, competitor intelligence, due diligence investigations, geopolitical research, risk assessments, and social research. The monitoring division provides advanced analytics, media monitoring and social listening, consumer segment trackers, customer experience research, and industry/market intelligence. Publishing includes special reports, position papers, country profiles, and content marketing services. The company operates across all 54 African countries with headquarters in South Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• Africa Country Benchmark Report (ACBR) Subscription-based flagship publication providing the most comprehensive assessment of all 54 African countries, scoring and ranking each country across business, economic, political, and social factors using thousands of data points and internationally recognized indexes; priced at US$300 annually for 1–5 users with premium and customized regional variants available.
• In(sights) on Africa Monthly intelligence briefing providing Africa-focused decision-makers with regular insights on key trends, developments, and intelligence across the African continent, distributed via email newsletter and the IOA website.
• B2B Research Business-to-business market research consulting service for corporate clients seeking data on African markets, industries, and commercial counterparties.
• Competitor Intelligence Competitive intelligence and benchmarking consulting service for clients needing insight into competitors operating in African markets.
• Consumer Research Consumer-focused market research service including both B2C and end-consumer studies to inform product, marketing, and brand decisions in African markets.
• Due Diligence Investigations Due diligence investigation services supporting client business decisions such as partnerships, investments, and market entry in Africa.
• Employee Research Employee research services covering workplace, workforce, and human capital studies for organizations operating in African markets.
• Geopolitical Research Research service focused on political and geopolitical analysis across Africa to inform government, institutional, and corporate clients.
• Market Assessments Consulting service providing structured assessments of African markets to inform entry, expansion, or operating decisions.
• Opportunity Assessments Opportunity assessment consulting service identifying and evaluating specific business opportunities for clients across African markets.
• Partnership Identification Consulting service identifying and qualifying potential local partners, distributors, and counterparties for clients across Africa.
• Reputation & Brand Equity Studies Reputation and brand equity research services measuring perception, sentiment, and brand performance across African markets and audiences.
• Risk Assessments Risk assessment consulting service evaluating political, operational, security, and market risks of operating in African markets.
• Social Research & Impact Studies Social research and impact assessment consulting service supporting programme design, baseline studies, and impact evaluation for development, NGO, and public-sector clients.
• Advanced Analytics Ongoing advanced data analytics service supporting monitoring and intelligence needs across African markets.
• Business Development & Strategic Support Ongoing monitoring and strategic support service to help clients develop and execute business development initiatives across Africa.
• Competitor Monitoring & Benchmarking Continuous competitor monitoring and benchmarking service tracking competitor activity across African markets.
• Consumer Segment Trackers Ongoing tracking service monitoring consumer segments and behaviours across African markets.
• Customer Experience (CX) Research Customer experience research service measuring and benchmarking CX across African markets and customer journeys.
• Election Monitoring

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

One partnership is on record.

• Southern African Marketing Research Association (SAMRA)minorOthersIOA is a member of SAMRA, the Southern African Marketing Research Association, an industry body for market research professionals in the Southern African region.

Scale indicators5 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research and survey heavyweight with multi-country Africa operations. Overlaps with IOA across B2B/consumer research, risk, and geopolitical studies, but at vastly greater scale and geographic distribution.
• NielsenIQ: Global consumer and retail measurement firm expanding Africa intelligence. Comparable to IOA on consumer research, market assessments, and ongoing tracking but operates from a broader, non-Africa-only base.
• Kantar: Global market research leader with established Africa operations serving multinational brands. Kantar is a known IOA client and partner for bespoke data sourcing, placing it as a broad incumbent that both competes for and enlists IOA's local coverage.
• Control Risks: Global specialist risk consultancy with significant Africa practice. Directly overlaps IOA on risk assessments, geopolitical research, due diligence, and partner identification for clients expanding into African markets.
• Euromonitor International: Global market research firm publishing country and industry intelligence across 100+ markets including Africa. Comparable to IOA's ACBR-style country assessments and sector intelligence at much broader global scale.

Direct peers

• Steward Redqueen: Boutique advisory and research firm with deep Africa (and emerging-markets) expertise serving corporates, donors, and investors. Closely comparable to IOA in scale, methodology mix, and emerging-markets intelligence specialism.
• GeoPoll: Africa-focused market research firm using mobile-based panels across dozens of African countries. Closest direct comparison to IOA — same continent-specialist positioning, alternative methodology (mobile), overlapping B2B/consumer research use cases.
• Africa Practice: Pan-African insights and advisory firm combining strategy, communications, and market research across the continent. Direct boutique competitor with comparable Africa-only focus and government/corporate client mix.
• Intellidex: Africa-focused research and advisory firm working with institutional investors, corporates, and development finance institutions. Closely mirrors IOA's investor and corporate research focus with overlapping methodologies.

Emerging players

• Africa Intelligence: Subscription-based business intelligence publication focused on African political, economic, and corporate developments. Overlaps IOA's geopolitical research, risk assessment, and due diligence offerings at a publishing-led, continent-specialist angle.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/InOnAfrica
• Facebookfacebook.com/inonafrica
• LinkedInlinkedin.com/company/in-on-africa-ioa-
• Instagraminstagram.com/in_on_africa

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about In On Africa