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Case study

Consumer goods

Opening Africa’s Markets

Method: Mobile ethnography and longitudinal diaries
Markets: Africa
Region: Sub-Saharan Africa
Challenge: Market entry

A man sitting on a pink bucket at an African market stall

01 / Brief

Challenge

Our client’s regional leadership team needed to feel their new African consumers’ worlds.

02 / Method

Approach

We brought new markets to life with vivid consumer videos, diaries and regular online engagements with real people, building a rapport and understanding their shopping habits over time. Our insights empowered the leadership team to connect deeply without travelling and then expand confidently.

03 / Outcome

Impact

Strengthened market entry strategy.

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