POWER TALK: Angela Ambitho on Infotrak's 20 year journey, why it's not about just the polls

In an interview on Citizen TV's Power Talk, Ambitho said the advancement in technology has seen Infotrak move from collecting data using paper and pen to adopting more sophisticated methods that have made easier data collection and analysis. 

Ambitho also revealed that contrary to what many people think of, Infotrak is not just about opinion polls. 

"In our business, the polling that we do and what we are known for only constitutes about 2% of our revenue. The rest of the work that we do is obviously unknown to the public because it is commissioned research for our clients," Ambitho said. 

She said that this commissioned research falls into two broad categories: consumer market research and social research. 

In market research, Infotrak helps businesses to understand their target customers and how to spend their revenues to maximise profits. 

In social research, the firm deals with social issues like diseases and communal health. 

Ambitho further says that Infotrak has identified five key pillars that will determine the firm's future in the next 20 years or so. One of them is embracing technology in its day to day operations.

Ambitho revealed that Infotrak's success has been down to an IT team that she put together 15 years ago, which has consistently appraised itself with changing technology and getting better at its work. 

"What we have tasked them with right now is to go and understand Open AI, to use that to design solutions that will help us with our customers in terms of products and how they can understand data, and make work easier for us to do," she added. 

Infotrak is also keen on coming up with tools and innovations that can enable sustainable agriculture, as they work closely with farmers. This, Ambitho says, will help the firm understand the farmers better to ensure greater food security. 

Infotrak is also keen on biotechnology, genetics and healthcare. Ambitho says as researchers they are keen on evolving on how they collect, analysis data and create insights. 

They are also working on clean energy, researching on better practices and how they can make the environment sustainable. 

Infotrak is also investing on the people, whom Ambitho says are the core of the firm's business. 

The firm has spread its tentacles to Nigeria.