Ghanaian researcher and data analyst Richard Adjadeh led Afrobarometer’s presentation on perceived survey sponsorship at the 68th African Studies Association Annual Meeting in Atlanta, Georgia.
His presentation examined why many African survey respondents misidentify who sponsors opinion polls, and how this affects the quality and credibility of survey findings across the continent.
The study, presented with colleague Rorisang Lekalake, analysed trends from 39 countries using Afrobarometer data collected between 2014 and 2023.
Findings showed that many respondents still assume surveys are commissioned by governments, even when fieldworkers clearly introduce Afrobarometer as an independent research body.
Adjadeh’s team also explored how branding, visibility and enumerator cues shape public perceptions, influencing trust and the willingness of respondents to share sensitive political views.
The researchers tested verbal reminders and branded vests in a controlled experiment in Namibia, revealing that visibility cues had mixed effects on sponsor recognition and response behaviour.
They warned that misperceived sponsorship can distort data on political trust, citizen engagement and accountability, stressing the need for stronger field protocols across countries.
Adjadeh, a Ghanaian policy analyst trained at Michigan State University, has built a reputation for developing innovative frameworks that strengthen data accuracy and survey transparency in governance research.
He said improving sponsor identification is essential for safeguarding Afrobarometer’s credibility, ensuring African citizens’ views are accurately represented in policy debates worldwide.
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