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Quick explanations of Yazi
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Yazi is a market research platform that allows growing businesses to survey a targeted African audience that is typically hard to reach digitally. All through WhatsApp
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A market research platform that allows you to survey a targeted audience segment that is typically hard to reach digitally by utilising our research panel. Surveys run entirely through WhatsApp (app with highest penetration rate in SA), allowing access to a much larger segment whilst also being faster, more cost-effective and highly personalised.
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Today’s marketers and researchers are being challenged with shorter cycle times to get faster, high-quality feedback from their customers to make better business decisions. Traditional survey panels and methods are progressively falling short of being able to deliver both quality respondents and responses in a timely manner to address this new mandate.
Yazi is disrupting the legacy survey research space with a localised sampling approach, using WhatsApp, coupled with advanced quality control measures to address the current issues of declining respondent quality and leverage new technologies to improve respondent access, quality, and speed of response to meet the needs of today’s marketers and researchers.

Introducing Yazi's White labelled WhatsApp Research Bot & Platform

Today, we are thrilled to announce the launch of Yazi, a groundbreaking market research tool that leverages the power of WhatsApp to reach and engage with a wider and more representative audience in Africa.
Yazi is designed for African businesses and market research agencies that are seeking to expand their research panels, reach new segments, and significantly increase response rates.

The Problem Yazi Solves

Traditional digital communication channels, such as email and web apps, often fail to reach a representative sample of the population and struggle with low response rates. This gap in the market research process can lead to skewed data and a lack of insight into key customer segments.
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The Yazi Solution

Yazi transforms the way market research is conducted by utilising WhatsApp, the most popular messaging app in Africa with a penetration rate
exceeding 90%
⁠
of the digital population in many countries. With Yazi, clients can script a survey in a platform similar to SurveyMonkey or Google Forms. The survey is then generated in a WhatsApp bot and can be completed entirely within the app. This approach not only expands the reach of the survey but also increases response rates by
3x-10x
⁠
, providing a more accurate and representative sample.
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WhatsApp system for press release.png
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⁠

Benefits to the Customer

Yazi enables market research agencies to recruit or attract a segment of people that is largely unreachable through traditional digital communication or channels. It also significantly increases response rates, providing more reliable and representative data for brands to base their decisions on.
Furthermore, the low data costs associated with WhatsApp make it accessible across socioeconomic strata, enabling businesses to gain insights from a broader range of customers. The high usage rates of WhatsApp, with users checking the app more than 23 times per day on average, also mean that businesses can engage and re-engage customers more effectively, prompting more regular insights.

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Why WhatsApp for research
⁠
⁠

Oct 1, 2021 – Today Yazi, an innovative data collection company, is excited to announce the launch of a ground-breaking market research tool designed specifically for WhatsApp. This revolutionary tool significantly builds upon the strengths of traditional in-person surveys, simultaneously overcoming their inherent limitations in regions with low internet penetration.
In-person surveys have been a cornerstone of our data collection process, particularly in Africa. They provide us with broad accessibility, cater to cultural and literacy differences, build trust, handle complex issues, and assure high response rates and quality control. However, with the rapid digitalisation of Africa, we believe it is time to adopt a more inclusive, efficient, and user-friendly approach to data collection.
Our WhatsApp survey tool is a unique leap forward, offering several key advantages:
High Response Rates: Our WhatsApp surveys have seen an industry-leading response rate of 62%, suggesting that participants find this platform more engaging and user-friendly than traditional online surveys.
Reach people that otherwise can't be reached digitally: WhatsApp allows us to connect with individuals who may not have reliable access to the internet or digital devices.
Reduced mobile data expenses: Conducting a survey on WhatsApp consumes only 10 cents in data, making it affordable for participants. Many individuals already have WhatsApp data bundles, further reducing any potential financial barriers.
No phone storage barrier: Since WhatsApp is a widely used messaging app, most participants already have it installed on their phones. This eliminates any concerns related to phone storage limitations.
Nationwide Representation: WhatsApp's popularity in South Africa - boasting 95% penetration of the internet population - ensures a diverse and representative sample size, critical for accurate market research.
User-friendly and familiar: WhatsApp is deeply ingrained in people's everyday lives in Africa. It serves as a central platform for managing relationships and communication. This familiarity and everyday use lead to a higher level of participant comfort and engagement in our surveys.
Convenient Completion: WhatsApp allows for easy pause and resume functionality, ensuring participants don't lose their survey progress. This feature is especially handy given the interruptions that can occur in our daily lives.
Rich Data Collection: The WhatsApp API upgrade allows us to capture multiple forms of media - video, images, and voice notes - enriching the quality of data we collect without significant data costs to participants.
Longitudinal Studies: The context and history preservation feature of WhatsApp enables us to build upon previous research, facilitating longitudinal studies or diary study methodologies.
Personal Engagement: Our researchers can personally engage with participants, provide reminders, clarification, and even encourage completion or restarting of surveys.
Habit-forming Nature: As described in the 'Hooked' theory, the habit-forming nature of WhatsApp's integration into daily lives in Africa makes it an excellent channel for ongoing and longitudinal research.
This move is not to downplay the value of in-person surveys but to provide an innovative and more effective tool for our research purposes. By utilising WhatsApp for data collection, we can leverage the platform's strengths to further our goal of gathering comprehensive, authentic, and high-quality data.
"We're thrilled to integrate this new tool into our data collection process," says Timothy Treagus, CEO & Founder. "With the growing digitalisation of Africa, this is a significant step forward in providing an innovative, inclusive, and effective platform for our research purposes. We're committed to gathering comprehensive, authentic, and high-quality data, and we believe our new WhatsApp tool will allow us to do just that."
Extra data
WhatsApp is one of the most widely used mobile applications in the world, owned by Meta. It has a massive user base of 2 billion users (excluding China where
WhatsApp is banned
⁠
), making it highly popular. Each day, over 100 billion messages are exchanged on the app, making it the most widely used mobile messaging platform globally.
WhatsApp has
2 billion
⁠
active users worldwide.
WhatsApp is ranked as the
most used
⁠
mobile messenger app in the world.
More than
100 billion
⁠
messages are sent each day on WhatsApp.
The average WhatsApp user on Android spends
59 minutes per day
⁠
on the app.
Over
90%
⁠
of android users are active daily
On average, its users return to the app
22 times
⁠
a day
India has the most WhatsApp users (
487.5 million
⁠
).
About Yazi
Yazi is a data collection company dedicated to providing accurate and comprehensive market research. Through innovative technology and deep cultural understanding, Yazi strives to illuminate the diverse experiences, opinions, and needs of individuals across Africa. This is how we
work
⁠
⁠
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