“We Know Africa“
Full-service market research agency established in 2010 — qualitative and quantitative research across 30 African markets in East, West, and Southern Africa.
How it all began
From a small office in Lagos to a network spanning 30 African markets — fifteen years of growth, resilience, and partnership.
Infinite Insight opened its doors in Lagos, Nigeria on 2 June 2010, founded by Dr. Tosin Ogunkunle, Yemi Oniyitan and Margit Cleveland. Later that year, Margit incorporated a Kenyan entity — the seed of what would become the company’s Nairobi headquarters.
Tosin’s unexpected death in March 2011 led to the closure of the Lagos office. The Kenyan team pressed on regardless, completing 49 projects across 13 markets in its very first year of operation.
By mid-2011, D3 Systems Inc. and Matthew Warshaw had joined the board, alongside Althea McCourt and Jane Delorie, broadening the company’s international research expertise.
The team re-entered the Nigerian market in 2013, operating under a new name for legal reasons: Consumer Ideas Ltd — now one of our sister companies.
Infinite Insight was formally registered in South Africa in 2022, led by colleague Jean Moolman, extending the network into Southern Africa.
In February 2024, the company lost its founder and long-serving Managing Director, Margit Cleveland, after a short illness. Her standards and vision continue to shape how we work today.
Infinite Insight operates directly in more than 20 countries. Together with our sister companies, Consumer Ideas and Latitude Connect, we deliver comprehensive coverage across more than 30 countries in West and Southern Africa.
The people who started it all
For more than 35 years, Margit worked across markets as diverse as Germany, the United States and Sub-Saharan Africa, serving blue-chip clients in FMCG and telecoms alongside international and local media, government agencies and NGOs.
As founder and Managing Director of Infinite Insight, she brought her depth of experience and skill into the business and passed it on to the wider team. She left a lasting legacy within the company and across the African market research industry.
Yemi has more than 20 years of experience in market research, working across both agency and client side in local and international markets, with particular depth in social, services, media and FMCG studies.
He previously held senior roles at RMS Nigeria and Cameroon, and later drove qualitative and quantitative research as Manager at CACHE UK before co-founding Consumer Ideas alongside Infinite Insight.
Industry memberships
Ethics & International Standards
Infinite Insight adheres strictly to international research standards. We are fully compliant with the ICC/ESOMAR Code of Conduct, the MSRA Code of Ethics, the Kenya Data Protection Act (2019), and GDPR regulations. You can trust that your data and your respondents are always protected.