01
Consumer
The African consumer in 2025: 5 truths brands still ignore
Five misconceptions that still hold brands back on the continent — and what field data actually says.
12 March 20256 min read
Insights: our perspective on African markets
Each article shares our observations on consumption trends, sector developments and market dynamics shaping today's Africa. So that you can anticipate, rather than react.
02
Methods
Why classic market research often fails in rural Africa
Methods designed for Western urban markets quickly hit their limits outside the big cities.
28 February 20257 min read
03
Market
Consumer insight vs market research: what difference for your strategy?
Understanding the WHAT is not enough. The WHY is what turns data into a decision.
14 February 20255 min read
04
Market
The rise of mobile in purchasing behaviour in sub-Saharan Africa
The phone is no longer a secondary channel: it is redefining the purchase journey end to end.
30 January 20256 min read
05
Brand
How to measure brand awareness in an African context
Spontaneous, aided, top-of-mind awareness: adapting the indicators to local realities.
16 January 20258 min read