Market & consumer insight
Usage & Attitude, segmentation, category dynamics, trend analysis, competitive intelligence and market potential studies.
Immediate availability · Ready to work worldwide
Market, social research & strategy expertise
built for African growth.
I help organisations turn data into action, complexity into clarity and strategy into impact through rigorous research, strong execution and insight-led decision support.
Bilingual FR - ENDakar, SenegalMarried · IvorianOpen to international travel
“
Data is one of the untapped natural resources in Africa…Dr Osamuyimen (Uyi) Stewart
Chief IBM Researcher, Africa
100+Projects delivered
15+African countries covered
8 yrsProfessional experience
NowImmediate availability
Full biography
A research professional shaped by African realities and global standards.
AvailabilityImmediate
MobilityReady to work worldwide
Family statusMarried · No child
NationalityIvorian
LanguagesFrench · English
LocationDakar, Senegal
Abraham is a passionate market research professional and an inherently optimistic AFRO. He is an active member of the YOUTH ESOMAR community (under 30 years old) and the Africa Market Research Association, where he collaborates respectfully with industry leaders worldwide.
He holds an MBA in Marketing Strategy from CESAG Business School in Dakar and a Master’s degree in Marketing and Sales from Félix Houphouët-Boigny University in Abidjan. He is also certified in Executive Strategy from HEC Paris and holds the MOS MASTER 2016 certification from Microsoft (Expert: Excel, PowerPoint, Access, Word). He is currently pursuing a Doctorate in Business Administration (DBA) at Henley Business School Africa, with research interests at the intersection of consumer insight, data and strategic decision-making in African markets.
Abraham began his career as a marketing assistant at the Ivory Coast Electricity Company before joining the Belgian accounting firm MOORE in Dakar as a business developer. He later worked at AFRIKSURVEY as a Research Executive, where he focused on Francophone West Africa and supported several NGO, startups and unicorns in their growth journeys.
In September 2022, he joined KANTAR as a Senior Quantitative Research Analyst, where he helped clients solve strategic challenges through tailored research solutions. His performance earned him the “SHINE Q2 2024” award, celebrating the top-performing employee of the quarter.
He continued his career at IPSOS in March 2025, transitioning from Senior Analyst to Account Research Executive. This role allowed him to lead larger, more impactful research initiatives across West and Central Africa.
Today, Abraham works independently as a market and social research consultant, collaborating with agencies and organisations across Africa on research, marketing and strategy assignments. Alongside consulting, he teaches market research, marketing, digital business and international negotiation in African business schools, including CESAG Business School and SUPDECO Dakar. He also mentors students and young professionals, reflecting his commitment to knowledge-sharing, practical learning and inclusive growth.
Turning data into action, complexity into clarity, and strategy into impact.
Methodological toolkitBoîte à outils méthodologique
Tools supporting data collection, analysis, reporting and project delivery.Outils mobilisés pour la collecte, l’analyse, le reporting et le pilotage des projets.
SurveyCTO
KoboToolbox
SPSS
Python
R
Power BI
Office 365
Rotator
Google Forms
Odoo
ChatGPT
Claude
CanvaCurriculum vitae
Download my CV in your preferred language.
A detailed 17-page CV with professional experience, academic background and selected assignments from 2020 to 2026.
In practice
Research, consulting and learning in action.
A visual view of the way I work across analysis, advisory, stakeholder engagement and knowledge sharing.
My path to consulting
Consulting as a way to grow, serve and create lasting value.
Since the beginning of my professional journey, consulting has always been a destination I envisioned - not as a title to claim, but as a way to grow, serve, and challenge myself continuously.
Becoming a consultant is not about being the one who knows it all; it is about being the one willing to listen better, think deeper, and give more. For me, consulting is an ongoing learning opportunity - a way to sharpen my expertise while creating value for others.
With a strong passion for market research and a deep understanding of African markets, I see every consulting engagement as a space to apply rigorous thinking, inspire fresh insights, and help businesses move forward with confidence. It allows me to align my professional ambition with what I love most: turning data into action, complexity into clarity, and strategy into impact.
As a consultant, I am fully committed to upholding the confidentiality of every project I undertake. I work with integrity and discretion, ensuring that all client data, strategies, and deliverables are handled with the highest level of professionalism.
I also bring a flexible mindset to collaboration - adapting to different working styles, schedules, methodologies, and expectations. Whether it is aligning with internal workflows or tailoring service fees to fit specific project realities, I strive to build partnerships grounded in trust, excellence, and mutual respect.
Listen betterThink deeperDeliver with integrityAdapt with purpose
Research value chain
End-to-end support, from the business question to action.
I can lead an assignment in full or reinforce a specific stage of an existing research programme.
01 · Frame
Brief & strategic scoping
Clarify the business context, decision needs, audiences, success criteria and the role of research in the client’s decision process.
02 · Design
Methodology & proposal
Build the research architecture, sampling logic, timeline, budget and quality approach in a way that is both rigorous and business-friendly.
03 · Build
Questionnaire & tools
Design and script questionnaires, interview guides and digital tools across CAPI, CATI, CAWI and hybrid designs.
04 · Execute
Fieldwork management
Train teams, monitor quotas, manage logistics, resolve field issues and protect data integrity throughout collection.
05 · Control
Processing & quality
Clean, code, validate and structure data to ensure reliable outputs and a robust analytical base for decision-making.
06 · Analyse
Insight development
Connect patterns, drivers, segments and strategic implications to the original business or institutional challenge.
07 · Visualise
Reports & dashboards
Turn complex findings into clear PowerPoint, Word and dashboard outputs tailored to client needs and executive audiences.
08 · Activate
Presentation & action
Facilitate debriefs, align stakeholders and translate findings into priorities, action plans and strategic next steps.
Domains of intervention
Research solutions for business growth and public impact.
Brand strategy
Brand awareness, image, reputation, brand-health tracking, positioning and communication diagnostics.
Customer journey & experience
CSAT, NPS, CES, journey mapping, service drivers, churn, complaint analysis and loyalty levers.
Mystery shopping & audits
Branch, call-centre and digital evaluations, compliance audits, retail standards and operational benchmarking.
Innovation, media & pricing
Concept, product and advertising tests, facial coding, audience measurement, price sensitivity and offer optimisation.
Industry & route-to-market
Sector studies, value chains, distribution ecosystems, channel mapping, market-entry and growth opportunities.
Public policy & programme evaluation
Impact assessments, baseline, midline, endline, beneficiary feedback and implementation diagnostics.
Citizen perception & governance
Public opinion, institutional trust, transparency, accountability, social cohesion and community dynamics.
Education, health & social development
School performance, health behaviour, youth, gender, vulnerable groups and social-protection research.
Labour market & informal economy
Employment, livelihoods, entrepreneurship, informality, skills gaps and economic inclusion.
Sector-specific & regional development
Urban and rural needs, agriculture, food security, digital inclusion and local infrastructure priorities.
Climate & renewable energy
Climate perceptions, clean-energy adoption, environmental impact, green jobs and energy-access studies.
Experience mix
Deep exposure to customer, brand and market questions.
+10research methodology families used across the portfoliofamilles de méthodologies de recherche mobilisées dans le portfolio
MethodologiesMéthodologies%
15+industry sectors covered through research projectssecteurs d’activité couverts à travers les projets de recherche
SectorsSecteurs%
Percentages reproduce the portfolio coding supplied and are rounded to whole numbers.
Les pourcentages reprennent le codage du portfolio fourni et sont arrondis à l’unité.
Representative experience across industries
Selected organisations and brands illustrating the diversity of sector exposure.
Selected assignments
Representative projects with strategic and operational relevance.
Client confidentiality is respected. Project descriptions focus on the business question, research design and decision value.
Full project archive
100+ assignments across sectors, countries and methodologies.
Use the filters to navigate the portfolio by year, country, sector, methodology or keyword.
0 projects found
Professional journey
Agency discipline, consulting agility and client leadership.
Independent Consulting
Senior Market Research Consultant
Supporting agencies, startups, public institutions and business schools across Africa with research design, proposal writing, field operations, analysis, reporting, training and strategic insight delivery.
Associate Lecturer in Marketing
Teaching applied marketing, market research, digital strategy and AI-related courses in French and English, while mentoring students and supporting dissertation work.
Account Research Manager
Led multi-country market-research assignments, designed tailored methodologies and contributed to major commercial proposals, including a successful bid valued at approximately USD 130,000.
Senior Research Executive
Led quantitative and mixed-method studies across multiple African markets, covering brand, consumer, CX, mystery shopping, advertising and segmentation questions. Recipient of the SHINE Q2 2024 recognition.
Research Executive
Designed and programmed questionnaires, supervised CAPI, CATI and CAWI fieldwork, analysed data and delivered reports for commercial, public and development-sector clients.
Business Development Manager Assistant
Handled client prospecting, relationship management, market intelligence and growth-support initiatives while strengthening exposure to strategic business development.
Marketing Assistant
Supported branch activations, customer information, product explanation, reporting, field communication and satisfaction-related initiatives for electricity-service customers.
Recognition
SHINE Q2 2024 · KANTAR
This recognition highlights a period of strong client contribution, operational excellence and commitment to high-quality research delivery.
The award is presented as an “Indispensable Brand Partner”, reflecting Abraham’s ability to combine analytical rigour, teamwork and business impact in demanding assignments.
Academic foundation
Continuous learning at the intersection of research, strategy and data.
2026 - 2029 · Provisionally admitted
Doctorate in Business Administration · Henley Business School Africa
Research interest: consumer insight and data-driven market-entry strategies for international brands expanding into Francophone African markets.
2025
Principles of Market Research · University of Georgia
Research design, data authentication, ethics, measurement and questionnaire design.
2020
Executive Strategy Certificate · HEC Paris
Business strategy, corporate strategy and strategy implementation.
2019 - 2020
Executive MBA, Marketing & Strategy · CESAG Business School
Strategic planning, marketing audit, market research and data analysis.
2016 - 2018
Master’s Degree, Marketing & Sales · Université Félix Houphouët-Boigny
Marketing, sales negotiation, economics and statistics.
Professional credentials
HEC ParisMicrosoft Office Specialist Master
LCCI English
TOEFL iBT
BCG Strategy Consulting Experience
KPMG Data Analytics Experience
Youth ESOMAR Member
Africa Market Research Association
MRS Advanced Certificate (ongoing)Teaching & knowledge sharing
Connecting academic rigour with real African business cases.
My teaching approach makes research and marketing practical, evidence-based and immediately relevant to students’ professional realities.
My call to teach
Teaching as a way to shape minds, build confidence and ignite purpose.
From my earliest steps in marketing and strategy, I have always believed that knowledge only grows when it is shared. Teaching is not just a passion - it is a commitment to shaping minds, building confidence, and inspiring the next generation of thinkers and doers.
To me, the classroom is more than a space for theory; it is a forum for debate, critical thinking, and real-world application. I believe in an education that blends academic rigor with practical insight, rooted in empathy and cultural intelligence.
As a market research professional shaped by African realities and inspired by global excellence, I aspire to empower students with both foundational expertise and strategic foresight - because when we teach, we do more than transfer knowledge: we ignite purpose.
Market Research & Consumer Insight
Introducing students to quantitative marketing research through practical applications.
- Study types, questionnaire design and scale logic
- Sampling, statistical bias and data interpretation
- SPSS, Excel, Power BI and applied research projects
Strategic Marketing & Brand Positioning
Understanding brand perception mechanisms and competitive positioning strategies.
- Brand equity, image and tracking
- Perceptual mapping and competitive positioning
- Emerging-market repositioning cases
Consumer Behaviour & Innovation Adoption
Analysing purchase decisions and the way consumers adopt innovation.
- Cultural and cross-market behaviour
- Concept testing, pricing and product acceptance
- Rogers’ diffusion of innovation framework
Applied Data & Insight for Marketing Decisions
Training hybrid profiles capable of translating data into marketing action.
- Exploratory analysis and data visualisation
- Dashboards and strategic interpretation
- Responsible use of AI in research and marketing
Selected course visuals
Teaching delivered through current, applied and African business cases.
Courses are taught in French and English, face-to-face or online, with practical exercises, real research examples and decision-focused assignments.
Professional recommendationsRecommandations professionnelles
What collaborators, clients and peers say.Ce que disent clients, collègues et partenaires.
Feedback collected from professionals and students who have worked with Abraham across research, consulting and teaching contexts.Retours recueillis auprès de professionnels et d’étudiants ayant collaboré avec Abraham dans des contextes d’études, de conseil et d’enseignement.
Recommendation performanceIndicateurs de recommandation
PromotersPromoteurs: 66.7%PassivesPassifs: 33.3%DetractorsDétracteurs: 0%
+67NPS
9.1/10Average recommendation scoreNote moyenne de recommandation
Sabrina DereatCustomer Experience Manager
Baobab GroupResponsable Expérience Client
Baobab Group
Baobab GroupResponsable Expérience Client
Baobab Group
Abraham stands out for his professionalism, responsiveness, proactive approach and consistent solution-oriented mindset.Abraham se distingue par sa conscience professionnelle, sa réactivité, sa capacité à être force de proposition et son orientation constante vers les solutions.
PB
Patrick BAKISIProject Manager
Pongsong Research ConsultingChef de projet
Pongsong Research Consulting
Pongsong Research ConsultingChef de projet
Pongsong Research Consulting
Abraham is a hardworking and rigorous professional, guided by clear principles and structured ways of working. In some contexts, an even deeper exploration of local field or market realities can further enrich his analysis.Abraham est un professionnel travailleur et rigoureux, attaché à des principes et à des cadres de travail clairs. Dans certains contextes, une exploration encore plus approfondie des réalités du terrain ou du marché peut utilement enrichir son analyse.
Kate RobsonConsulting Director, Africa
TrendTypeDirectrice Conseil Afrique
TrendType
TrendTypeDirectrice Conseil Afrique
TrendType
Abraham is professional, reliable and consistently delivers high-quality results. I would recommend him with confidence.Abraham est professionnel, fiable et fournit des résultats de grande qualité de manière constante. Je le recommande avec confiance.
Fatoumata DialloHead of Marketing Services
MaadResponsable des services marketing
Maad
MaadResponsable des services marketing
Maad
I had the pleasure of working with Abraham at Kantar. His dynamism and willingness to go beyond the initial brief clearly stand out. He does not simply present numbers; he translates them into business implications and actionable recommendations. Curious, versatile and committed to continuous learning, he also brings positive energy and genuine human qualities to teamwork. I recommend him with confidence to organisations looking for an engaged, impact-oriented professional.J’ai eu le plaisir de travailler avec Abraham chez Kantar. Son dynamisme et sa volonté d’aller au-delà du besoin initial le distinguent clairement. Il ne se limite pas à présenter les chiffres : il les transforme en implications business et en recommandations concrètes. Curieux, polyvalent et engagé dans un apprentissage permanent, il apporte également une énergie positive et une vraie qualité humaine au travail en équipe. Je le recommande avec confiance à toute organisation recherchant un professionnel engagé et orienté impact.
MD
Maimouna DagoisGrowth & Strategy Director
MaadDirectrice Croissance & Stratégie
Maad
MaadDirectrice Croissance & Stratégie
Maad
I strongly recommend Abraham. He listens carefully, remains highly professional and makes interviews feel natural rather than mechanical. The relevance of his questions reflects serious preparation and a genuine understanding of the topics he works on.Je recommande vivement Abraham. Très à l’écoute, il sait rester professionnel tout en rendant les échanges naturels. La pertinence de ses questions reflète une préparation sérieuse et une réelle compréhension des sujets qu’il traite.
KG
Kouassi GwladysClass Representative, Master 2 Marketing & Strategy, CESAG Dakar, Class of 2024-2026Gouverneur de classe, Master 2 Marketing et Stratégie, CESAG de Dakar, Promotion 2024-2026
What stands out most is Abraham’s strong work ethic and his commitment to doing work well.Je retiens particulièrement son amour du travail et son exigence du travail bien fait.
Espérance TOURÉProgram Manager
JSMResponsable de programme
JSM
JSMResponsable de programme
JSM
A rewarding experience marked by knowledge sharing and constructive collaboration.Une expérience riche, marquée par le partage et une collaboration constructive.
NC
Ndeye Fatou CisséSenior Research Executive
IpsosChargée d’études senior
Ipsos
IpsosChargée d’études senior
Ipsos
Abraham is rigorous, proactive and deeply involved in the projects he leads. He goes beyond simply reading results to develop relevant analyses and insights, while paying close attention to data quality and reliability. Proactive by nature, he takes initiative and contributes actively to improving deliverables and recommendations.Abraham est un chargé d’études rigoureux, proactif et très impliqué dans les projets qu’il mène. Il va au-delà de la simple lecture des résultats pour formuler des analyses et des insights pertinents, tout en accordant une attention particulière à la qualité et à la fiabilité des données. Force de proposition, il prend des initiatives et contribue activement à l’amélioration des livrables et des recommandations.
Simon Pierre SingboSenior Manager
DeloitteManager senior
Deloitte
DeloitteManager senior
Deloitte
Abraham is highly engaged in his work, attentive to detail and demonstrates strong capabilities in project management and performance steering, supported by a solid command of artificial intelligence tools.Abraham est très impliqué dans son travail, attentif aux détails et possède de solides aptitudes en gestion de projets et en pilotage de la performance, renforcées par une bonne maîtrise des outils d’intelligence artificielle.
Let’s work togetherTravaillons ensemble
Need research that leads to a confident decision?Besoin d’une étude qui mène à une décision éclairée ?
I collaborate with research agencies, brands, public institutions, development organisations and business schools on assignments ranging from project design to full delivery.Je collabore avec des agences d’études, des marques, des institutions publiques, des organisations de développement et des écoles de commerce, depuis la conception d’un projet jusqu’à sa livraison complète.
Based inBasé àDakar, Senegal
CoverageCouvertureWorldwide · Remote, hybrid & onsiteInternational · Distanciel, hybride & présentiel
AvailabilityDisponibilitéImmediateImmédiate
LanguagesLanguesFrench · EnglishFrançais · Anglais