Sergey Sheykhetov
General Director at Afrikaresearch
Sergey Sheykhetov, PhD, is an ESOMAR award-winning researcher and thought leader in the AME (Africa, Middle East) region, currently serving as General Director at Afrikaresearch, a market research firm focused on the Global South and increasingly active in the iGaming/gambling sector across Africa.
With over 17 years of experience in marketing and social research, he has handled projects across Africa, the Middle East, Russia, CIS, Central Europe, Germany, and the USA, specializing in digital, telecom, and finance categories. His preferred research methods include online, ethnography, and cultural anthropology.
He holds a PhD and has over 20 publications in academic and market research journals, and is a regular speaker at industry events. He founded his research firm in 2011, which has grown to serve clients globally.
In recent years, he has been a featured speaker at iGaming industry conferences such as SiGMA Africa, sharing insights on West and East African gambling markets, highlighting his expertise in the intersection of market research and the gambling industry.