A data and analysis firm, Afrobarometer, has advised private-sector leaders and investors across Africa to incorporate public attitude data into their decision-making processes, stressing that citizen perspectives are critical to building resilient, competitive, and future-ready businesses.
The call was made during the CEO Conclave and Investors Forum 2026 held on March 31, 2026, in Nairobi, Kenya.
The event, organised by the Africa Asia Middle East Chamber of Commerce (AAMECC), brought together about 100 business leaders, investors, policymakers, regulators, and innovators to explore investment opportunities, innovation, and cross-border partnerships.
At the forum, Afrobarometer presented data on economic and social conditions tailored to private-sector stakeholders.
The organisation highlighted how citizens’ lived experiences and perceptions influence consumer behaviour, investment environments, and overall business performance.
“The environments in which businesses operate are shaped by people’s expectations, frustrations, resilience, and aspirations,” said the Chief Operations Officer of Afrobarometer, Felix Biga.
“Public perceptions of economic conditions, trust in institutions, access to services, and everyday realities all play a role in determining market behaviour and business outcomes.”
Participants at the forum underscored the importance of data-driven strategies grounded in citizen insights.
“As Africa positions itself as a major frontier for economic growth, organisations that prioritise robust, citizen-centred data will lead the way,” said the President of AAMECC, Peter Mutinda.
Echoing this view, an export manager at Bart, Pawel Zarzecki, emphasised the importance of beginning business strategies with data.
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“In working with African partners, it is essential to start with data, then build relationships and cooperation before moving into detailed, country-specific strategies,” he said.
Eve Mischeki of the Women in Business network also highlighted the relevance of Afrobarometer’s findings, noting that they closely reflect the realities faced by entrepreneurs.
This engagement forms part of Afrobarometer’s broader initiative to strengthen collaboration with the private sector through targeted dialogues.
The effort aims to increase awareness of its data resources while fostering solutions that align business objectives with societal needs.
