Majority of Market research and insight methods have allowed
brands to develop a strong understanding of consumer
motivations and needs, and market structure.
However, very little of it is focussed on interpreting how cultural
interaction affects peopleâs consumption.
To understand the full picture of our consumers and build brand
loyalty, we must go beyond the individual and understand the
communities they primarily live in and broader cultures they
interact with and how they influence them too.
Our approach recognizes the importance of regional diversity, which we enhance by engaging more grassroots correspondents from various regions. We also understand that language and symbols must be localized to accurately convey meaning and context.Â
Furthermore, we acknowledge that moral codes vary significantly across different locations, influencing how messages are perceived. Finally, we consider the impact of digital penetration, as internet and social media usage rates shape the value and diversity of our digital sources.
Secondary Sources
Analyzing verified publications to set context for the Macros that affect culture and consumers directly e.g government data, industry reports, business publications, market research
Digital Sources
Data scraped from social media & internet sources (Facebook, Twitter, Tiktok, Youtube, Instagram), proprietary databases (music charts, influencers, events, mobility etc.), news & blogs
Grassroots Sources
On-ground correspondents across Africa who gather real time, grassroots information from unstructured sources. This is supported by immersion into
Whatsapp groups of key communities and cultural actors
