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Agile – Data Collection in Africa – challenges and considerations

September 15, 2020 @ 3:00 pm 3:30 pm

Speaker: Asebhor Ebhomenye, ABA Healthcare Africa

Convenor: Tracy Machado, Pheonix Healthcare


The Pharmaceutical Market Research industry in Africa is emerging with only recent interests amongst Multinational Pharmaceutical Companies compared to the long history of traditional MR buyers such as Unilever and P&G on the continent; hence, the industry is faced with challenges of limited talents and stakeholder acceptability.

Questionable techniques, long interview durations, poorly designed tools, poor interviewing skills of interviewers, delays securing Ethical Approvals, limited HCP population, low PV compliance reporting rates and weak QC process compromise data quality.

A more experienced workforce using Agile solutions and better collaboration between the industry players and the Principals would go a long way to address these gaps.

This paper will educate the attendees on; 1. The challenge conducting market research in Africa 2. It would highlight the issues experienced before, during and on-completion of projects 3. Assess where we can deploy agile methodology 4. Make recommendations for a better way of working.

Asebhor Ebhomenye

Asebhor Ebhomenye

ABA Healthcare Africa

Asebhor Ebhomenye started his career at Research International (now KantarTNS) in the UK, where he worked in the Quantitative, Qualitative and Marketing Science Divisions in the London Office.

He later joined Research International Market Trends, an affiliate of Research International in West Africa as the Operations manager. In this role, he coordinated activities in Logistics; Data Collection; Quality Control and Information Technology. He also joined the South Africa office on a brief international assignment to build expertise in Advanced Analytics.

Further to his career development, Asebhor transitioned to Director of Commercial Operations; managing both Anglophone and Francophone countries with full executive functions and client engagement responsibilities.

Following a successful ten-year career at RI West Africa, Asebhor joined GlaxoSmithKline (GSK) West Africa as the Head of Business Planning and Insights with remit for Marketing Excellence; Launch Excellence; Market Research and Performance Monitoring. While at GSK, he delivered impressive results in the region and led several project roles in West Nigeria; including defining GSK twenty-year vision to optimize sales.

In 2016, Asebhor founded ABA Healthcare Africa, a Primary Market Research company in Nigeria offering data collection services to clients in Life Sciences; Public Health and Management Consulting. In delivering strategic solutions for clients; ABA further expanded to cover other countries on the continent leveraging a network of field suppliers in the different markets. Asebhor has successfully completed over 30,000 HCP and Patient interviews in 6 African countries countries.

Asebhor is a fitness and golf enthusiast; he’s married and blessed with children.