Fieldwork is the process of collecting data directly from people, businesses, and communities. This is a critical part of market research. It forms the foundation for accurate insights that help businesses, governments, and organisations make better decisions. In Ghana, the importance of strong, reliable fieldwork cannot be overstated.
Ghana’s population is diverse, with a mix of urban growth, rural communities, and a large informal economy. Many parts of the country still lack stable internet access, and consumer behaviour can vary significantly from one region to another. This makes face-to-face data collection not just useful, but necessary in many cases.
To gather meaningful insights in such an environment, research agencies rely on trained field teams who understand local languages, customs, and everyday realities. Methods like in-person interviews, phone surveys, focus group discussions, and direct observations continue to be widely used. These approaches allow researchers to connect with respondents in a way that feels natural and respectful, leading to more accurate and honest responses.
In a market where digital-only research may leave gaps, high-quality on-the-ground fieldwork remains one of the most effective tools for understanding what Ghanaians really think, want, and need.
With a strong footprint across multiple African markets, Pierrine Consulting is known for its rigorous fieldwork operations and commitment to data quality. In Ghana, the firm leverages a network of trained field researchers who are well-versed in local dialects, social dynamics, and cultural sensitivities. Pierrine combines traditional field methods with smart technology to ensure real-time data validation, making their insights both reliable and actionable. Their experience spans sectors such as FMCG, telecoms, healthcare, and financial services, helping clients uncover deep, human-centered insights that drive better decision-making.
Focused on fieldwork and data collection, Research 8020 uses modern technology to ensure accuracy in its processes. Their deep understanding of local communities helps them deliver quality insights, whether in cities or remote areas
Serengeti is fully Ghanaian-owned and offers marketing research with a strong local touch. Known for its culturally sensitive approach, the firm specialises in customised fieldwork that captures real consumer opinions and behaviours
4. Bureau of Market & Social Research (MSR)
Founded in 2009, MSR focuses on providing useful data and insights for businesses and development organisations. Fieldwork forms the core of its research, helping clients understand trends in both commercial and social sectors.
5. Marketing Support Consultancy Ltd.
Based in Accra, this firm offers full-service research with a strong emphasis on fieldwork. Their local teams gather specific, high-quality data, giving clients a clearer view of market realities and consumer needs.
These companies prove that Ghanaian firms are leading the way in market research fieldwork, delivering insights that help brands and organisations make smarter decisions.
