Automotive
East Africa
Ethnographic qualitative research
Cracking Kenya’s SUV market
Understanding the price and performance trade-offs that mattered to Kenyan drivers.
01 / Summary
At a glance
- Market: Kenya
- Question: What would drivers value and pay for in a new SUV?
- Approach: Immersive qualitative research and concept testing
- Outcome: A clearer brief for a market-ready vehicle range
02 / Brief
The challenge
Kenyan drivers wanted SUVs that felt rugged enough for real roads without moving beyond an attainable price point. The client needed to understand which features created value, where compromises were acceptable and how the offer should be positioned.
03 / Method
Inside drivers’ real lives
We explored everyday journeys, vehicle use and buying priorities in context, then used that understanding to test emerging concepts. This connected stated preferences with the practical realities that shape a purchase.
04 / Insight
What African Grey uncovered
Drivers judged value through a combination of visible capability, dependable performance and affordability. The research clarified which elements made an SUV feel genuinely fit for purpose—and which added cost without adding conviction.
05 / Outcome
From insight to product direction
The findings helped shape a market-ready SUV line-up, giving the team clearer priorities for price, performance and proposition development.
06 / Context
A market in motion
Market-entry decisions become stronger when the lived context behind the numbers is visible.
07 / Continue
Related capabilities
Related / Case studies
Related case studies
More related work will be added soon.
08 / Next
What decision are you working towards?
Bring us the brief, the uncertainty or the early-stage question. We will help turn it into a useful research plan.