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.