How it all began
Infinite Insight was launched in Nigeria on June 2nd, 2010. The founders were Dr. Tosin Ogunkunle, Yemi Oniyitan and Margit Cleveland; later that year, Margit incorporated Infinite Insight in Kenya.
The untimely death of Tosin in March 2011 led to the Lagos office being closed. In Kenya, on the other hand, the company grew rapidly carrying out 49 projects across 13 markets in its first year of operations.
Today, Infinite Insight spans over __ countries. Through its sister companies, Consumer Ideas and Latitude Consultants, the company delivers comprehensive coverage across more than __ countries in West and Southern Africa.
In July 2011, D3 Systems Inc. and Matthew Warshaw of D3 System Inc. joined the board of Infinite Insight; as did Althea McCourt and Jane Delorie.
In 2013, we re-established our presence in Nigeria. For legal reasons, however, under a different name: Consumer Ideas Ltd.
In 2022, Infinite Insight was registered in South Africa by our colleague, Jean Moolman.
In February 2024, Margit Cleveland passed away after a short illness.
The Founders
The Late Margit Cleveland
Founder & Former Managing Director
For more than 35 years, Margit worked in markets as diverse as Germany, USA and Sub-Saharan Africa.
Over the years, Margit worked for blue chip clients in the FMCG, telecoms industries international and local media, as well as government agencies and NGOs.
Her expertise and professionalism was well known throughout the international market research industry.
As the founder and Managing Director of Infinite Insight, Margit infused the business with her vast experience, expertise, knowledge and skills, and imparted these to the Infinite Insight Team.
She has left a legacy and lasting impact within Infinite Insight, and indeed the market research industry, notably within the African Continent.
Yemi Oniyitan
Managing Director (Consumer Ideas, Nigeria)
Yemi is an experienced market researcher with more than 20 years of experience in the industry, straddling both agency and client side as well as local and international markets.
He has vast experience in social, services, media and FMCG studies. A graduate of political science (BSc.), Yemi is well tuned-in to the socio-cultural and political interplay in consumer and public behaviour.
He previously held senior positions at RMS Nigeria and Cameroon, where he lead a team of researchers on a range of multinational accounts.
As Research Manager – Marketing & Development at CACHE UK, he helped to drive both qualitative and quantitative based projects in developing both content and business strategy.
Prior to establishing Consumer Ideas, Yemi was a consultant at Euromonitor International.
Industry Memberships
Infinite Insight is a proud and long standing member of the following social, marketing research and business organizations:
- ESOMAR (European Society for Opinion & Marketing Research)
- MSRA (Marketing & Social Research Association)
- PAMRO (Pan African Media Research Organization)
- AMRA (African Market Research Association)
- NiMRA (Nigeria Marketing Research Association)
- SAMRA (Southern African Marketing Research Association)
- WAPOR (World Association for Public Opinion Research)
- WAPOR SSA (Sub Saharan Africa)
- German Business Association (Kenya)
Without these valuable connections, our operations would not be as effective.