The Nigerian Marketing Research Association (NiMRA) has urged government institutions to deepen the use of data, consumer insights, and social intelligence in policymaking, arguing that evidence-based decisions are critical to improving governance outcomes and delivering policies that reflect citizens’ realities.
The call was made during NiMRA’s international conference held in Lagos, where stakeholders examined the growing role of research, behavioural insights, and emerging technologies in shaping public administration and business strategy in Nigeria.
According to discussions at the conference, stronger integration between public institutions and research professionals would enable government agencies to evaluate programmes more effectively, improve policy outcomes, and strengthen public trust through informed decision-making.
Participants also advocated closer institutional cooperation among research bodies and national agencies responsible for data generation and economic planning. Brandspur Politics gathered that the proposed approach seeks to establish a broader intelligence ecosystem capable of supporting sustainable national development and improving policy responsiveness.
NiMRA maintained that social intelligence should not only guide policy formulation but also be applied during implementation and post-intervention evaluation to ensure programmes remain relevant to citizens and deliver measurable impact.
The association further noted that changing consumer behaviour and shifting social realities have made reliable data increasingly valuable to both public institutions and private organisations seeking long-term sustainability.
Attention was also directed toward the growing influence of Artificial Intelligence in research and decision-making processes. Stakeholders at the event described AI as an emerging force capable of accelerating analysis, improving forecasting capabilities, and supporting more effective organisational planning when combined with professional expertise and contextual understanding.
Industry leaders stressed that organisations that fail to understand evolving consumer expectations risk weakening competitiveness and reducing their ability to adapt in increasingly dynamic markets.
Conference discussions highlighted the importance of consumer and social intelligence in helping organisations design better services, improve engagement, and make more strategic investments.
International perspectives at the event also focused on maintaining ethical standards and strengthening transparency as artificial intelligence becomes more embedded in research practices worldwide.
Stakeholders emphasised that future growth in Nigeria’s research ecosystem will depend on stronger local and international collaboration, responsible innovation, and greater investment in data quality and professional standards.
The conference concluded with renewed calls for research-led governance and wider adoption of intelligence-driven frameworks as Nigeria seeks to improve public outcomes, strengthen economic planning, and build institutions capable of responding more effectively to changing societal needs.
