Product Research

Product innovation is critical to growing brands. Are you convinced that your global products are also relevant for the specific needs amongst emerging market or African consumers?

• Many products that were designed for European or US markets are not yet available in African / emerging countries.
• Realising the potential, some global brand owners launch these products into emerging markets without knowing whether their products are suitable to the needs of local consumers.
• Whether these products can be easily adopted by local consumers must be considered. And if not, what would make them more relevant or desirable? If the product is relevant, how can brand owners improve and adapt products to be more suited to local conditions so that the brand can thrive and become profitable?

Through product journeys, in-home observations of product usage or inspiring methodologies, we have the ability to establish the potential for specific products, product formats or designs that you may want to introduce into African markets or the developing world.