Ghanaian data analyst Richard Adjadeh has warned that widespread misconceptions about who sponsors public opinion surveys could undermine the credibility of governance research across Africa.
Presenting at the 68th African Studies Association Annual Meeting in Atlanta, Georgia, Adjadeh explained that many respondents incorrectly believe surveys are conducted by governments, even when researchers clearly state otherwise.
“Citizens’ perceptions of who sponsors a survey can shape respondent trust, interview dynamics, and overall data quality,” Adjadeh noted during the presentation, stressing that perception itself can influence responses.
The Afrobarometer study analysed survey data from 39 African countries, spanning Round 6 to Round 9 (2014–2023), using responses to the question: “Who do you think sent us to do this interview?”
According to the findings, misidentifying an independent research organisation as a government agency can significantly affect reported political trust and respondent behaviour, particularly on sensitive governance issues.
“Although many respondents assume government sponsorship, this does not automatically lead to systematic self-censorship,” the study noted, adding that the effects vary widely across countries and demographic groups.
Adjadeh and co-researcher Rorisang Lekalake also conducted a survey experiment in Namibia, testing whether verbal reminders and visible branding improved sponsor recognition among respondents.
The experiment showed what the researchers described as “ceiling effects,” with baseline recognition already high in some cases, while verbal cues occasionally produced unintended reactions among respondents.
Adjadeh said the results point to the need for stronger and more consistent branding practices, noting that “visibility and salience of branding cues during survey interactions matter for correct sponsor identification.”
He added that improving sponsor recognition is critical for protecting Afrobarometer’s credibility and ensuring that African citizens’ views are accurately captured and trusted by policymakers worldwide.