Although data is a powerful tool in decision-making, data collection and production in Africa have proven to miss the mark in pattern prediction. Afrobarometer is a Pan- African, non-partisan, non-profit research network with headquarters in Ghana that conducts public attitude surveys on democracy, governance, the economy, and society in Africa. Dr. Joseph Asunka, the CEO of Afrobarometer, speaks with Mvemba about the challenges in data collection in Africa as well as the ways Afrobarometer is building data collection methodologies for various contexts in Africa.