Infinite Insight

What Infinite Insight does

Infinite Insight Ltd. is a privately held, full-service market research agency founded on 2 June 2010 in Lagos, Nigeria, and now headquartered in Nairobi, Kenya, with formal presence in Pretoria, South Africa, and West Africa coverage through sister company Consumer Ideas Ltd. The firm delivers qualitative research (focus groups, in-depth interviews, ethnography, cognitive interviews), quantitative research (CAPI, CATI, CAWI data collection), and a syndicated portfolio of nationally representative omnibus products — CATI Omnibus (2,000 respondents in Kenya, Tanzania, Uganda, Nigeria, Ghana, South Africa), CAPI Omnibus (Sierra Leone, Liberia, DRC), CATI Taxis (1,000 respondents, quarterly), and Hitch-a-Ride Qualitative Studies in Nairobi, Lagos, and Johannesburg. Its proprietary methodology stack includes Infinite Insight Monitor™ (mystery shopping/stakeholder management), U&A Plus™ (longitudinal usage-and-attitude tracking), and Brand DNA (projective qualitative brand modelling), executed on integrated field platforms Dooblo, RCS, Kobo, and Nebu.

The firm serves five primary customer segments — Consumer Goods & Retail, Corporate & Institutions, Government & Public Sector, NGOs & Development Organizations, and Media & Telecommunications — through B2B direct engagement with international and local companies, NGOs, government agencies, and bilateral development organisations. Revenue is generated primarily through professional services engagements plus subscription/syndicated recurring revenue streams, with publicly disclosed per-question pricing (e.g., $300 per pre-coded question on the 1,000-respondent Kenya Taxi) and a stated 24-hour response SLA. Operating coverage spans 30+ African markets in East, West, Southern, Central, and North Africa via own field teams and partner companies D3 Systems Inc. (board-level partner since 2011), Consumer Ideas (Lagos), and Latitude Connect (Southern Africa network). The company is a founding MSRA member, ESOMAR signatory, and registered Data Controller/Processor with Kenya's ODPC under the Data Protection Act 2019.

Name

Infinite Insight

Legal name

Infinite Insight Ltd.

Website

https://infiniteinsight.net

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Infinite Insight is a privately held, full-service market research agency headquartered in Nairobi, Kenya, founded in 2010. It delivers qualitative, quantitative, and syndicated omnibus research across 30+ African markets to clients in consumer goods, government, NGOs, and media/telecom sectors.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Market research services
• Qualitative research
• Quantitative research
• Syndicated studies
• Data collection services

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Qualitative Research Services: Focus groups, in-depth interviews, ethnographic studies, and cognitive interviews delivered face-to-face or remotely via Zoom, WhatsApp, Google Meet, MS Teams, Google Classroom, and online bulletin boards
2. Syndicated Studies / Omnibus: Nationally representative omnibus surveys (CATI and CAPI) and shared-cost reports allowing clients to share fieldwork costs. CATI Omnibus covers Kenya, Tanzania, Uganda, Nigeria, Ghana, South Africa. CAPI Omnibus covers Sierra Leone, Liberia, DRC with 2,000 nationally representative respondents
3. Data Collection Services: CAPI, CATI, and online data collection services executed to ESOMAR quality standards. Includes Online Surveys, RDD CATI, Panel-Based CATI, and CATI Panels in core markets

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Infinite Insight is a full-service market research agency delivering commissioned qualitative research (focus groups, in-depth interviews, ethnographic studies), syndicated studies (CATI/CAPI omnibus surveys and CATI Taxis with shared-cost fielding), and data collection services (CAPI, CATI, CAWI) across 30+ Sub-Saharan African markets. The firm supplements fieldwork with three proprietary tools — Monitor™, U&A Plus™, and Brand DNA — providing longitudinal tracking, mystery shopping, and brand modelling capabilities.

Product overview

Infinite Insight is a full-service market research agency offering three core service lines — Qualitative Research, Syndicated Studies, and Data Collection — across 30+ African markets. The company operates a portfolio of proprietary tools including Infinite Insight Monitor™ (mystery shopping/stakeholder management), Infinite Insight U&A Plus™ (Usage & Attitude tracking), and Infinite Insight Brand DNA (qualitative brand modelling). Their syndicated offerings include CATI Omnibus, CAPI Omnibus, CATI Taxis, and Hitch-a-Ride Qualitative Studies, which provide cost-effective shared-access research with standardized methodologies across East, West, and Southern Africa. Data collection is executed using CAPI, CATI, and CAWI methods through platforms including Dooblo, RCS, Kobo, and Nebu.

Differentiator

Problem solved

Functional benefit

Brands

• Infinite Insight Monitor™: Mystery Shopping & Stakeholder Management Solution — tracking service standards and brand adherence across multiple touchpoints.
• Infinite Insight U&A Plus™
• Infinite Insight Brand DNA

Products and services

• Qualitative Research Focus groups, in-depth interviews, ethnographic studies, brainstorming sessions and cognitive interviews conducted face-to-face or remotely via Zoom, WhatsApp, Google Meet, MS Teams and Google Classroom for clients across Africa.
• Syndicated Studies Nationally representative omnibus surveys (CATI and CAPI) and shared-cost reports providing cost-effective market intelligence across African markets.
• Data Collection CAPI, CATI and online data collection services executed to ESOMAR quality standards using Dooblo, RCS, Kobo and Nebu platforms across 30+ African markets.
• CATI Omnibus Computer-Assisted Telephone Interviewing omnibus survey offering nationally representative data with 2,000 respondents across Kenya, Tanzania, Uganda, Nigeria, Ghana and South Africa.
• CAPI Omnibus Computer-Assisted Personal Interviewing omnibus survey covering Sierra Leone, Liberia and DRC (7 major cities including Kinshasa, Kisangani, Lubumbashi, Kananga, Mbuji-Mayi, Goma and Bukavu) with nationally representative samples of 2,000 or 5,000 respondents.
• CATI Taxis Quick and inexpensive CATI alternative offering 1,000 nationally representative respondents per country in Kenya, Tanzania, Uganda, Nigeria, Ghana and South Africa, offered quarterly with a 7-day turnaround in Kenya.
• Hitch-a-Ride Qualitative Studies Shared-cost qualitative research including Focus Group Discussions (remote and central venue) and Online Communities available in Nairobi, Lagos and Johannesburg.
• Infinite Insight Monitor™ Mystery shopping and stakeholder management solution that tracks service standards and brand adherence across multiple touchpoints in African markets.
• Infinite Insight U&A Plus™ Performance tracking solution providing comprehensive Usage and Attitude studies with longitudinal tracking capability across African markets.
• Infinite Insight Brand DNA Qualitative brand modelling solution for in-depth exploration of brand essence, values and consumer relationships using projective qualitative techniques.

Quantifiable outcome

• Sample of 1,000 respondents completed in 7 days for Kenya Taxi omnibus
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Three partnerships are on record, tiered supporting and core.

• Latitude ConnectsupportingStrategic or Co-development Partner · 1 January 2022South Africa-based company formalising a network of market and social research specialists from around the world. Through a single point of contact, clients access independent knowledge-base spanning traditional research disciplines and new thinking across Southern Africa.
• Consumer IdeascoreStrategic or Co-development Partner · 1 January 2013Consumer Ideas is a full-service research agency in Lagos, Nigeria covering the West Africa region. Connected through overlapping shareholding with Infinite Insight. Led by Yemi Oniyitan (Co-Founder). Provides comprehensive qualitative and quantitative research coverage across Nigeria, Ghana, and West Africa.
• D3 Systems Inc.coreTechnology or Integration · 1 January 2011D3 Systems Inc. is a full-service market and social science research company serving international clientele since 1985. Joined the board of Infinite Insight in 2011. Partnership has been central to international growth and methodology standards. Matthew Warshaw (D3) serves as Director. D3 provides Research Control Solutions (RCS) CAPI software platform and international research methodology expertise.

Scale indicators4 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Dalberg (formerly Research Solutions Africa): East African research and consulting firm; Infinite Insight's senior field coordinator Paul Mboya previously supervised projects at Dalberg/Research Solutions Africa. Operates in the same vertical segments (social research, development, FMCG) and competes for similar NGO and development-sector commissions in East Africa.
• GeoPoll: Mobile-first market research platform operating across Africa and other emerging markets, offering audience research and syndicated tracking studies. Directly comparable to Infinite Insight in target customers (FMCG, NGOs, development agencies), geographic focus on Africa, and shift toward syndicated digital methodologies.

Others

• D3 Systems Inc. US-based full-service social science research firm holding a board seat at Infinite Insight since 2011 and providing RCS CAPI platform plus methodology expertise. Strategic partner rather than direct competitor, but materially comparable as a research agency operating in conflict and developing-country environments for development and government clients.

Broad incumbents

• NielsenIQ: Global consumer measurement and analytics firm with strong FMCG and retail measurement in African markets. Competes for the same multinational brand-owner budgets and brings significantly larger-scale panel and retail-measurement infrastructure than Infinite Insight.
• Ipsos: Global market research and public opinion firm with established Africa operations; Infinite Insight director Jane Delorie was previously CEO of Ipsos Kenya. Competes for the same multinational clients seeking Africa consumer insights but lacks Infinite Insight's local field density in 30+ markets.
• Kantar: World's largest market research group with deep FMCG, retail, and media measurement in Africa. Former Infinite Insight senior field staff worked at TNS/Kantar, and Kantar's continuous-panel approach competes for the same CAPI/CATI data collection and brand tracking work Infinite Insight delivers.
• GfK: Global consumer and market research firm with consumer panels and retail measurement in Africa. Competes for multinational brand-owner research budgets and offers overlapping consumer behavior, brand tracking, and shopper insights capabilities that Infinite Insight delivers via Monitor™ and U&A Plus™.

Emerging players

• mSurvey: Mobile-based consumer research platform with strong presence in Kenya and other African markets. Competes in the same Kenyan digital data-collection and panel-based research space, but with a stronger tech-platform orientation rather than full-service fieldwork across 30+ markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@InfiniteInsight/videos
• LinkedInlinkedin.com/company/infinite-insight
• Instagraminstagram.com/infiniteinsight_ltd
• Xx.com/infyinsy

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

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 Infinite Insight