Earlier this month, Numerator announced the launch of Worldpanel by Numerator, a new global data entity created following its merger with Worldpanel earlier this year. Backed by Bain Capital, the new brand brings together a massive scale of first-party consumer data, with over 563 billion brand interactions and 4 million consumption moments tracked globally. The data is collected through opt-in panels across 130 markets and managed via a cloud-based platform called MyWorldpanel. In a major move, the company confirmed it will expand into Algeria and Ethiopia in 2026, joining a broader global rollout that includes Brazil, the UK and Vietnam. This marks a strong statement of confidence in African markets and signals a shift in how consumer data is collected and valued across the continent.
Africa has long struggled with data gaps and credibility issues in market research. Much of the data used by brands and agencies is still sourced through traditional surveys or third-party intermediaries, often without clear consumer consent or consistent quality standards. The rise of permissioned first-party data—where users actively agree to share shopping behavior and personal insights, is a game-changer. It puts consumers in control and brings more trust into the research process. It also makes it possible to track real shopping behavior continuously, not just through snapshots. With global firms like Numerator now entering African countries with this model, it’s clear that local markets are being taken seriously and are ready for deeper, real-time insights.
For African research agencies, this is both a wake-up call and a window of opportunity, that demonstrates in very clear terms the importance of building panels and investing in tools that let agencies collect and manage consumer data more transparently. There is now a clear advantage in moving away from project-based research to long-term intelligence gathering. Agencies that embrace this shift can deliver better insights to brands and help shape smarter decisions around product innovation, pricing and distribution. The industry will also benefit from better trust and compliance, especially as more governments in Africa begin to tighten data protection laws. The future belongs to insight providers that can combine local relevance with global standards—and that future is already in motion.
