Traditional Market Research

We offer the whole spectrum of traditional qualitative research methodologies: from group discussions to expert interviews and in-home observations. 

One methodology will seldom allow one to holistically understand consumers from various angles. This is where our expertise in recommending multiple methodologies comes into play, adding substance to each research project. Similarly, some creative or projective methodologies that are globally relevant, will not work well in our cultural context. That is why we adapt them to make sure that they elicit meaningful responses across various African markets.

While using traditional methodologies, we engage with consumers in a unique ‘African’ way. To be able to establish a sense of trust, our communication style is culturally aligned to how consumers talk to each other: light-hearted, accessible, communicative. We call it ‘human to human interaction between real people’ – for us, this approach represents an ideal way to get under consumers’ skin.