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Yannick Lefang of Kasi Insight reckons reliable market research is key to business success in Africa

Yannick Lefang of Kasi Insight reckons reliable market research is key to business success in Africa

Electrical engineer, Yannick Lefang, is the Founder and CEO of Kasi Insight-- a research and advisory firm that provides African consumer data and actionable insights. Since 2013, Yannick's firm has been intent on empowering business leaders and entrepreneurs with the game-changing insight they need to tap into the continent's fast-growing markets.

In this conversation with Andile Masuku - taped at Afrobytes Tech Conference 2017 - Yannick explains why even some of the most-quoted macroeconomic statistics published by leading NGO's and top-flight global consultancies can be misleading. He also gives some real-world examples of how research conducted by his firm has helped clients meet business objectives.

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