Regional Consumer Insights Study
Overview
Conducted a multi-country consumer research study across 5 East African markets, surveying 10,000 consumers to map purchasing behavior and brand preferences.
Client Objective
A multinational FMCG corporation sought to understand shifting consumer preferences across East Africa to inform product development, pricing strategy, and distribution planning for a new product line.
Execution Strategy
We deployed a mixed-methods research design combining 10,000 quantitative surveys across 5 countries with 60 focus group discussions and 200 in-depth interviews. Data collection was managed through a network of 120 trained field researchers using mobile data collection tools. Analysis was delivered through an interactive dashboard.
Results & Impact
The study revealed three previously unidentified consumer segments representing $120 million in addressable market opportunity. The client used the findings to launch 2 new products and adjust pricing strategy in 3 markets, resulting in a 22% increase in market share within 18 months.
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