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In 2024, GeoPoll continued to deliver on its mission of providing reliable data to drive decision-making across the globe. Over the year, we conducted tens of research projects, ranging from targeted studies focused on specific groups or locations to expansive, multi-country surveys addressing some of the world’s most pressing issues. With more than 4 million surveys completed, 2024 was a great continuation to our dedication to empowering organizations with actionable insights.
As we look forward to an even more impactful 2025, let’s briefly tour some of the public reports we published this year. These highlights represent only a fraction of our work, with many more insights shared through commissioned client reports tailored to specific needs.
Here are just a few of the stories we told through data this year:
Empowering Youth: Employment, Protests, and Entrepreneurship
Youth issues took center stage in 2024, and GeoPoll was aty hand to deliver critical insights into employment and social movements:
- Kenya Youth on Employment and Entrepreneurship: Read the report
How are young Kenyans navigating a challenging job market? Did you know most employed Kenyans run side hustles? This study dives deep into their entrepreneurial aspirations, barriers to employment, and the solutions they believe could unlock opportunities. Policymakers and NGOs will find actionable recommendations for empowering the next generation. - Youth Protests in Kenya and Nigeria: Kenya Report | Nigeria Report
2024 was marked by waves of youth-led protests in Africa. Kenya took center stage with the world-famous Gen Z protests against the contested 2024 Finance Bill and what they termed as poor governance. This wave caught in many other countries, including Nigeria. We conducted surveys in both countries around the time the protests were ongoing, to examine the frustrations driving these movements, from economic hardships to systemic challenges, and highlight the collective voices demanding change.
The Age of AI, Gaming, and Technology
GeoPoll leveraged cutting-edge technology to explore its impact on societies:
- AI in Kenya Report: Read the findings
As artificial intelligence gains traction, how is Kenya adapting? This report, conducted via phone calls, looks at awareness levels, adoption trends, public perception of AI’s role in shaping industries and everyday life, and thoughts onregulation of AI. - Gaming in Africa 2024: Get the insights
The gaming industry in Africa is experiencing unprecedented growth, driven by mobile technology and a young, tech-savvy population. This report uncovers gaming trends, popular platforms, and the challenges facing the industry, providing a roadmap for stakeholders looking to tap into this vibrant market.
- Betting in Africa 2024: Read the report
On to another type of gaming, we published our annual multi-country report on betting Africa. Betting remains a complex and fast-evolving sector in Africa. This report explores betting behaviors, the role of mobile technology in its rise, and the economic implications for governments, regulators, and businesses. With insights from six countries, it offers a comprehensive look at how betting continues to shape the entertainment and economic landscape.
Health Crises: Supporting Communities During Outbreaks
Over the years, GeoPoll has leveraged remote mobile surveying to provide timely on-the-ground data during health emergencies, aiding decision-makers:
- Mpox Outbreak in DRC: Read the report
Amid rising Mpox cases, this report highlighted public awareness levels and response gaps, offering insights that informed intervention strategies from the most affected country – the DRC. - Zambia Cholera Outbreak: Read more about what we found
For some time from the beginning of the year, Zambia was undergoing wave after wave of cholera outbreaks that were straining the public health response. We ran a study in the country, and thiss report detailed community perceptions, healthcare responses, and the challenges of addressing a widespread outbreak.
Taking Climate Action: Data for Sustainability
GeoPoll contributed to critical global and regional climate discussions:
- 2024 Peoples’ Climate Vote: View the survey results
Representing 87% of the global population, and in collaboration with the United Nations Development Programme (UNDP), Browning Environmental Communications, and the University of Oxford, this survey helped people from a whopping 77 countries to voice their concerns about climate change to world leaders, featuring 15 questions designed to capture the impact of climate change on daily lives, perceptions of its handling, and desired actions from leaders. - Climate Change Perceptions Among Africans: See the insights
Africa is on the frontline of climate change. At around the same time nations were starting negotiations about Climate Change action at COP 29 in Baku, GeoPoll was wrapping up data collection for nationwide surveys in Ghana and Uganda to understand public attitudes, perceptions, and behaviors around climate change.
Shaping Media and Market Strategies
With a finger on the pulse of consumer behavior, GeoPoll shared actionable insights for businesses and media organizations:
- Afghanistan Media Landscape Surveys: November Report | February Report
As the world watched the Taliban’s re-ascension to power in Afghanistan in August 2021, the picture painted in the news media was of a curtain closing after 20 years of foreign engagement there. Regardless of the circumstances and difficulties a society faces, a functioning media is crucially important to the health and well-being of that society. GeoPoll’s Afghanistan Media Audience Landscape Survey marks a pioneering effort in media establishment research post-Kabul’s fall. In a rapidly evolving media environment, these studies reveal how Afghans consume news and entertainment, offering guidance for advertisers and broadcasters. - Paris Olympics Surveys: Before the Games | After the Games
How did global audiences engage with the Olympics? GeoPoll, in collaboration with mediaReach OMD, conducted surveys in Ghana, Kenya, Nigeria, and Tanzania to assess public perceptions around the games, before and after. These surveys captured shifting consumer sentiment and media habits surrounding one of the year’s biggest events. - Akili TV: Measuring Viewership of Children’s Imaginative Learning Television Programs: See how we did it
Akili Network launched Akili TV on 31st March 2020, Kenya’s first and only dedicated free-to-air family television network with imaginative learning programs that benefit children and that parents can trust and enjoy. Akili TV digitally broadcasts on free-to-air, DSTV, GOTV, Startimes, Zuku, K24 Plus, and over the Internet. To determine the viewership of the Akili TV station versus the competition, Akili Network contracted GeoPoll, the world’s largest mobile surveying platform, to conduct an ongoing survey to gain a deep understanding of viewership, audience profiles, and media consumption habits of households with children 17-years-old and under. This would be the first measure of media consumption by children, who in Kenya account for 48% of the population.
Advancing Business, MSMEs and Brands
GeoPoll continued to support small and medium-sized enterprises across Africa:
- Africa MSME Pulse 2024: See the trends
Small and medium-sized enterprises (MSMEs) are the backbone of Africa’s economy, providing employment and driving innovation. In this third edition of the Africa MSME Pulse, GeoPoll captured the pulse of MSMEs across the continent, the challenges they face—such as access to finance, market volatility, and regulatory hurdles—as well as their strategies for resilience and growth. The report highlighted how MSMEs are leveraging technology, adapting to economic shifts, and playing a critical role in their communities. - 2024 Brand Africa 100: Explore the rankings
From local heroes to global powerhouses, this ranking celebrates Africa’s most admired brands, offering insights into consumer loyalty and market dynamics. GeoPoll is proud to contribute to the annual Brand Africa 100 report, in partnership with Brand Africa, Kantar and Brand Leadership, which celebrates the continent’s most admired brands. Drawing on survey data from over 30 African countries, this year’s 13th edition highlighted both regional champions and global powerhouses that resonate with African consumers.
Looking Ahead
As we start a new year, we reflect on a year of growth, innovation, and impactful research that has empowered organizations across the globe; we are proud to have been at the forefront of delivering actionable data that drives meaningful change.
In 2025, we are committed to expanding our reach, embracing new technologies, and continuing to support our partners with insights that shape strategies and decisions. Whether you need to understand your audience, track trends, or evaluate impact, GeoPoll is here to help. Contact us to learn how GeoPoll can support your research needs, and subscribe to our newsletter to stay updated on our latest reports, news, and services.
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