Communication Research

In the past, it was a given that brands reached their audiences through traditional communication channels. Since the digitalisation of the world and the resultant online activities of consumers, it has become increasingly difficult to break through the clutter and reach consumers.

Under these circumstances, how are brands really being seen or heard? How can you ensure that they stand out, that they are on consumers’ radar?

We have conducted literally hundreds of communication projects, spanning both ATL and BTL in numerous categories. The HOTBUTTONS MD brings two unique attributes that facilitate the design and interpretation of such research: he was a board member of the Communication Branch of the German Psychological Association when he lived and worked in Germany, and he also has a robust and broad understanding of how communication works in the African environment.

A few examples of our experience in this area:

• We were tasked with identifying whether a global laundry brands’ communication, sourced from another emerging market, could be adapted successfully to reach local consumers.
• We develop ongoing communication for one of our core clients in the personal care category, thereby establishing aspirational platforms for the brand, identifying visual brand equity cues, brand benefit communication and similar themes.
• We investigated the aspirations of whisky drinkers in Nigeria, Kenya and South Africa with the aim of connecting with them through inspirational role models and brand ambassadors.