Updated October 2026. Market research in Kenya means collecting evidence about customers, competitors and demand before you spend on a product, a location or a campaign. Large brands hire specialist firms for national surveys; small businesses can start with free public data, search demand and simple customer surveys run over WhatsApp or a web form.
Market research firms in Kenya
- Ipsos Kenya — consumer, brand, media and public-affairs research with national fieldwork.
- Kantar (Kenya office) — brand, media, advertising and consumer research.
- TIFA Research — market, social and sports research, customer satisfaction, mystery shopping and opinion polling (site).
- Infotrak Research — consumer and market research, public policy research and CATI call-centre fieldwork (site).
- GeoPoll — mobile-first research using SMS, phone, web and app surveys.
These firms suit large or nationally representative studies. Ask for sample size, method and data-protection compliance in every proposal.
For a free example of local research, read Kenya Money Pulse #1: October 2026.
Once your research points to a channel, our guide to media buying agencies in Kenya covers who can place the ads.
Free sources for market research in Kenya
- KNBS — census, Economic Survey and price data.
- Central Bank of Kenya — rates, credit and FinAccess survey data.
- Communications Authority — mobile, internet and broadcast statistics.
- Google Trends and Search Console — what Kenyans search for and how often.
- Our own Ananke research notes.
A simple market research plan for SMEs
- Write one question — e.g. “Will customers in Ruiru pay for same-day delivery?”
- Check desk data — KNBS, sector reports and search demand.
- Talk to 10–20 customers — short calls or WhatsApp voice notes.
- Run a short survey — 5–8 questions on a web form, shared by WhatsApp and SMS.
- Test with real money — a small ad or landing page measures actual demand better than opinions.
How Ananke Digital helps with market research
Ananke Digital is not a fieldwork house. We help businesses with the digital side: search-demand analysis, survey and feedback forms connected to WhatsApp, landing-page demand tests and simple dashboards. For nationally representative studies, we recommend one of the specialist firms above. Start with a free website check or see our Get found services; budget your test with the marketing budget calculator.
Data protection
Collecting personal data in Kenya falls under the Data Protection Act, 2019. Read our guide on registering with the ODPC as a data controller before running surveys.
Frequently asked questions
How much does market research cost in Kenya?
It depends on sample size, method and geography. Desk research and small online surveys cost little; national face-to-face studies are a major project. Ask firms for itemised proposals.
What are the main market research methods used in Kenya?
Face-to-face interviews, phone (CATI), SMS and web surveys, focus groups, mystery shopping and desk research using sources like KNBS.
Can I do market research myself?
Yes. Start with free data, customer conversations, a short survey and a small paid demand test before committing big money.
Do I need consent to survey customers?
Yes. Under the Data Protection Act, 2019 you need a lawful basis, usually consent, and must protect the data you collect.
Talk to Ananke Digital: email hello@anankedigital.co.ke or call/WhatsApp +254 790 939 404, or use the contact page.
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