Download Credentials - Consumer Insight

[email protected] | www.ciafrica.com
LET RESEARCH
BE YOUR
GURU
80%
Women
Children
Men
o
100
IT’S THE WISDOM OF THE 21ST CENTURY
RESEARCH
WISDOM
is today’s
With it businesses navigate complex markets. And emerge profitable.
But delivering market-wise research isn’t easy – it takes a special
kind of partner to give you actionable insights.
Consumer Insight is that partner.
CREDENTIALS
/01
CREDENTIALS
Consumer Insight
"Those who live
in a place know
it best"
/02
It takes wisdom to navigate Africa’s emerging markets. Research will provide
this wisdom. As a research company with a special focus on the continent –
we’ve produced research that guided client’s decisions for over one and half
decades.
For us research is more than just a service, it is a way of life. It's what makes
business possible and keeps plans on course. The value of our local knowledge
is priceless too. Especially when working with complex, fast changing markets like Africa.
EMERGING MARKETS, CHANGING WORLDS
“Why worry
when you can
research?”
“It’s a jungle out there” – the world of business as we know is shifting and
uncertain. And emerging markets remain virtually unknown, despite their
promise. Presented with these realities, some will cross their fingers and hope to
get lucky. But the smarter ones will turn to the wisdom of research for guidance.
Choose who you’ll be quickly, the markets are waiting.
OUR
COMPANY
How We
Work
"Experience takes time "
CREDENTIALS
Effective research comes from those who’ve had time to learn their
markets. In over one and a half decades of work, we have consistently
delivered studies that have guided our clients reliably. Best of all: we've
built up a body of practices and tools that deliver the same for you. So how
exactly do we do this?
"Time is short, and skill is rare"
Not every client is the same. And no two firms need exactly the same
information. Before we conduct any research process, we endeavour to
understand you and your market. It’s how we know exactly what type of
insights will be relevant for you. Doing this takes skill and technique – and
we've got a lot of both.
To tease out the insights that you will need, we utilize a number of
specialized tools and processes. Some you might be familiar with, others
not. But be sure they’re all designed with precision in mind.
Our Research Tools include – Participant Observation, In-Depth Interviews, Focus Groups, Face-To-Face Interviews,
Telephone Interviews and Web Based Surveys
And our Research Study Types include – Concept Tests, Product and Packaging Tests, Usage and Attitudes Studies,
Customer Satisfaction Surveys, Brand Health Tracking, Communication Evaluation, Market Assessment Studies and
Market Segmentation Studies.
But every company has a special secret – and for us, this secret is Technology
/03
CREDENTIALS
OUR TECHNOLOGY
LED APPROACH
/04
Instant Wisdom (like instant coffee, but faster)
We can't resist smarter ways of working - especially when it means faster, more efficient and more
accurate results for a client. This is why we've sold out to technology in data collection, analysis and
delivery. The resulting information is just as accurate, but it gets to you much faster.
By use of these technology driven techniques we’re able to collect and analyse a large body of data. All
which enables us to catch trends as they rise. Some would call this ability ‘foretelling the future’, but we
prefer these three names:
CATI – COMPUTER ASSISTED TELEPHONE INTERVIEWS
CAWI – COMPUTER ASSISTED WEB INTERVIEWS
MAPI – MOBILE AIDED PERSONAL INTERVIEWS
These technologically enabled processes enable faster, more flexible data collection and processing.
And result in higher data quality too. Don’t forget the low costs too. If a solution is not affordable, then
it’s not a solution.
PRODUCTS:
THE TOOLS
OF THE TRADE
‘01
‘02
‘03
‘04
“It’s not wise to get caught by surprise”
To keep you up to date on the ever-changing world we provide both bespoke and branded proprietary
research services. These are how we keep an eye out for changes that affect you. Like a constant ear to the
ground, our periodic surveys catch all rising consumer trends early.
Put together, these tools work like sunshine in a bottle: what you need when you need it. We’ll describe them
all, starting with the most familiar and working through to the real gems. Let your need be your guide.
‘05
‘06
‘07
‘08
‘09
‘10
‘11
‘12
‘11
%
CREDENTIALS
HOLLA
%
%
ADCHECK
& ADTRACK
“What’s the way to the youth market?”
For those seeking a way into the youth markets, HOLLA will show you the way. This
comprehensive study of youth – the under 35 market – translates their attitudes and beliefs into
market-wise insights. Complete with a comparison of different years, with it you’ll create brands
that remain relevant with this growing segment of consumers. Year in, year out. Can it get better
than that?
“You mean there’s a right way to advertise?”
Taking the mystery out of advertising has long been every brand owner’s dream. But just how to do this
eludes many. Well, ADCHECK and ADTRACK have the answers for those who seek…
ADTRACK
This quantitative study tracks the noting, liking, recall and brand recognition of your TV and radio ads.
With data collected and crunched by our analytics, the impact on the target market is easily determined.
It takes quality research like this to shift your ad budget from the ‘expenses’ to the ‘investments’
column.
ADCHECK
Judging between two competing, quality ideas, before you’ve committed any resources to any is
impossible at the best of times. But ADCHECK makes this tricky task possible. By acting as a guide to
the most effective advertising concepts (at the pre-production stage) this qualitative tool points you
down the right path from the start.
%
/05
CREDENTIALS
REJA
MAISHA
28%
72%
“What does the market want?”
With REJA, reading the future is taken out of the world of chants and into one of charts and
graphs. This extensive shopper study – conducted every year – offers a base of information
from which we tease out trends and insights.
By analysing changes in shopper habits, incentives and motivations, we’re able to tell you what
shoppers think now. And what they’re likely to think in the near future. How’s that for 21st
century wisdom?
“To understand a place, one must talk to its people”
Where do you go, when you wish to know the views of a continent? MAISHA is a good place to
start. A pan African lifestyle study, it offers you a viewpoint on Africans' individual perspectives
on life.
On the personal angle, the study seeks to establish wellbeing, influential personalities and the
ever important share of wallet – good way to know which product is selling and which is not.
Beyond this, MAISHA also finds out the nature of individuals' interaction with media, plus the
availability of public facilities in their area. Completing the package are three trend revealing
queries; one into technological device use, a second into threats perceived (to self and country)
and a third on future outlooks.
MAISHA gives you a deeper, on-the-ground look at Africa; its unbeatable views are not easy to
find anywhere else.
/06
QUALITY
“Research is quality with a mask on”
CREDENTIALS
Quality is the soul of our research process. We manage the process in a way that guarantees this
quality. Experience, standardized processes and quality management procedures are how we do
this. By continuous quality control and assurance, we remain consistent.
As if that wasn’t enough, we conduct internal spot-checks for oversight. Add back checking and
data-verification and you’ll find there’s nothing like ‘too much quality’ with us.
The result? Accurate, actionable and reliable information enabling you to build your brands and
business with confidence.
Our Reach
/07
“Researcher on ground sees further than guess-worker on rooftop”
To keep you up to date on the ever-changing world we maintain a presence across Africa. From field
office to headquarters, all our locations are designed to deliver a quality, tech-based research service.
ANGOLA BOTSWANA BURUNDI CAMEROUN D.R.CONGO DJIBOUTI ERITREA ETHIOPIA GHANA KENYA
MADACASCAR MALAWI MAURITIUS MOZAMBIQUE NIGERIA RWANDA SENEGAL SEYCHELLES SIERRA
LEONE SOMALILAND SOUTH AFRICA SWAZILAND TANZANIA UGANDA ZAMBIA ZIMBABWE
KENYA
Riara Corporate Suites, 3rd Floor, P. O. Box 27766, Nairobi 00506 Kenya
Tel +254 (0) 20 214 6540/1/2, +254 (0) 722 202 313, +254 (0) 733 638 001
TANZANIA
Ruhangwa Street, off Bagamoyo Road, Plot 1001 Block C Mbezi Beach, P. O. Box 10709 Dar es Salaam
Tel +255 733 627 291, +255 (0) 22 262 7291/2, +255 (0) 785 250 588, +255 (0) 712 000 998
UGANDA
The Guardian House, 1st Floor, Spring Road, Plot 67 Bugolobi, P. O. Box 27637 Kampala
Tel +256 (0) 414 234194/5, +256 (0) 772 897 649, +256 (0) 755 897 649
[email protected] | www.ciafrica.com
Consumer Insight is part of the Consumer Insight Africa Group. The other companies in the group are Gap Marketing and Joyfreto Creative Solutions, providing trade marketing and communication services respectively.