The changing demographic makeup of urban Kenya

The socio-economic classification of populations allows one to approximate the proportion of society who live in upper, middle, and lower income households.

The post-Morendat Consumer Insight

On the weekend of 26 and 27 September 2009, Consumer Insight Kenya, Tanzania, and Uganda temporarily relocated to the Morendat Training and Conference Centre in Naivasha. The brief, under the theme Rewind-Revitalize, was simple – not to return to work until we had devised a distinctive, responsive, and 21st century market research offering to our clients.

Debunking the ‘youth are different’ marketing myth

The underlying theory behind segmentation is that, if the market can be partitioned into homogenous subsets of consumers with distinct attitudinal, emotional, and behavioural dispositions, then products and services can be designed and delivered in a differentiated manner that appeals to discrete character sets.