African Independent Research Operators Network (AIRON) was founded in April 2012 by Sifiso Falala, the CEO of Plus 94 Research in South Africa. The idea had been in the pipeline for some years, motivated specifically by the massive 1 billion consumers in Africa and the attractive growth prospects of the continent. Trends in India and China informed us that it was only a matter of time before Africa entered its own phase of unprecedented economic, social and political upsurge. All such changes would require the services of a competent and committed team of researchers. A distinguishing feature of Africa is its various cultures and the intricacies of dealing with each individual market. It is one place where one size does not always fit all and marketers have to contend with religion and tradition. As such AIRON believes that the expertise of local researchers in different African markets is indispensable. Without such expertise Africa’s full potential may not be fully tapped, at best and, at worst, marketers can offend local consumers.