PAMRO 2022: Evaluating Media Measurement and Evaluation in a Resilient Africa

Riding on the theme, Evaluating Media Measurement and Evaluation in a Resilient Africa, the Ipsos in Kenya Audience Measurement team (led by Barnabas Muya) decided to work on a paper titled 'Media Research Democracy in Africa'.

The aim was to explain the crossroads on which African media researchers so often find themselves as they seek to pursue excellence in measurement.

Despite the failures faced, mainly on cost and weak industry support among other barriers, the resilient nature of our researchers has ensured that the flame remains alive.

The paper won Best Paper Award.

Congratulations Barnabas Muya and the team!