Malawian research company wins international award: Market Insights Tracking

A privately owned Malawian market research company, Market Insights Tracking (Mitra), has won an international award for its excellence, track record and its adherence to and development of its own quality management policies.

Chigoga: I am very humbled

Chigoga: I am very humbled

Albert Chigoga

Albert Chigoga

The award, which is one of the biggest international recognitions for organisational quality in the world, was made by Business Initiative Directions (BID).

Mitra, the marketing research firm based in Blantyre,  specialises in helping client companies come to some of the most important decisions in business by providing high quality, relevant and properly weighted information, which is gathered according to the highest industry standards.

BID said Mitra was considered because the company utilises a number of techniques to gather raw information, including sending interviewers out in the field to interact with people face to face.

“Door-to-door questionnaires and interviews provide insights that only boots-on-the-ground can accomplish in Malawi, and Mitra has the gumption and expertise to ask the right questions and determine a representative sample,” BID said.

“Many of the biggest international firms doing business in Malawi rely on Mitra for performing research in the country. Mammoth global firms such as Carlsberg, Airtel, Unilever and Coca-Cola are counted alongside some of the biggest domestic organisations such as Malswitch, National Bank of Malawi and First Merchant Bank as clients of Mitra.

“Mitra has a reputation for delighting clients and performing excellent work, and much of this is due to the firm’s dedication to developing and adhering to its quality management policies.

“The company’s quality techniques derive from its core belief that ‘highly satisfied clients are key stakeholders in the growth of the firm’, and this principle is apparent in everything that it does.

“Research teams are thoroughly trained, all information gathering is done according to the highest standards, and new research tools are thoroughly pretested by the teams, incorporating input and insights from both senior and junior researchers,” BID said in its explanation for recognising Mitra.

Mitra was formed in 2005 by Albert Lawrence Chigoga who had been working as a market researcher for more than 10 years, doing consultancy work with organisations from Tanzania, Zimbabwe, Kenya and the USA.

“As opportunities continued to grow, local corporate organisations did not want to continue dealing with an individual to manage their research projects,” Chigoga said. “I, therefore, decided the need to register a company.

“Organisations lacked market research supplier with serious focus on quality and robust services. I, therefore, felt the drive to rise to the ocassion in order to make a difference by providing our clients with robust, high quality and satisfactory market research services.

“This has been our mainstay in the business. Presently, our company has a full board of directors chaired by Mercus Chigoga, an international marketer and brand strategist with vast experience in working with FMCGs, Telekom and banking sectors,” said Chigoga.

Chigoga said he was very humbled to be recognised by such a reputable international organisation, whose primary activity is business communication orientated towards quality, excellence and innovation in management.

Spain-based BID is a private and independent organisation founded in 1984. It is a leader in the broadcasting of quality culture, BID recognises those companies and organisations which lead the most important activities in the business world, and is considered the founding organisation in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries.

“The trophy symbolises a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organisation and awareness of the achievements of the company at an international level.

“Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award,” BID said.

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Cephus Lingani


Hellen mkandawire

Congratulations Alb! U deserve it and am proud of u…. God bless u

jeremiah kazembe

Thumbs up Lawrence its not easy to be recognised by international orgs especially been a Malawian.

Masozi Mwenifumbo

Congratulations Atsogoleri for the good work!!!! God richly bless you all as you continue toi grow, grow and grow exceedingly and abundantly!!

True Leaders

Congrats my brother, you are genius indeed

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