Market Research in South Africa

South Africa is our home base and we conduct most of our projects in this market. Doing research in South Africa is similar to conducting a global research project due to the many different cultures and socio-economic levels. (The country has the highest Gini coefficient in the world.) In South Africa, we have 11 official languages and consumers from a broad range of ethnicities.

Due to the diversity of the population, our research is always inspiring and exciting. We believe in looking at consumers holistically, applying the principles and under-lying concepts of psychology, anthropology and sociology to explain consumer behaviour. This provides great depth to our results.

We have successfully researched a variety of topics across a range of lifestyles and consumer groups, from severely disadvantaged people to high net-worth individuals, from observing soccer rituals to investigating food needs in rural communities.

Working with such disparate groupings requires the ability to connect with consumers on their level. Communication in their home language is facilitated through partnership with culturally diverse business associates.

In this context, each and every research project is a journey into an unknown world that we are eager to explore. Our clients appreciate the subtle and culturally sensitive approach that HOTBUTTONS uses when we engage with consumers.