History
Incorporated in Nairobi in 1998, Consumer Insight Ltd has grown rapidly to become one of Africa's fastest growing market research agencies. We’re a market research company that does more than just research. At Consumer Insight, we cut through the long list of research findings to extract meaningful, timely and accurate insights. These are then presented to you in a user-friendly way that will assist you make the right marketing decisions. And from the years spent gathering insights on different consumers in Africa, you are guaranteed that no market research company knows Africa more than Consumer Insight. We’ve been trusted by large multinationals in FMCG, finance, telecommunications and healthcare to conduct research in twenty different countries and are spreading our wings to cover all fifty-three.

Geography
From Consumer Insight offices in Kenya, Uganda, Tanzania, Nigeria, South Africa and Mozambique, we have been able to get useful marketing information for our clients in the following countries:

Types of Studies
Consumer Insight’s studies can be customized to fit in well with any step of your marketing process depending on your information requirements.  These services include, but are not limited to:

• Concept Tests
• Product/Packaging/Price Tests
• Advertising Pre/Post-Tests
• Brand Health Tracking
• Usage and Attitude Tests
• Positioning and Segmentation Studies
• Corporate Image/Brand Perception Studies

Concept Tests
Concept tests are a really useful way of finding out whether that budget-busting new product development project you’re about to embark on will arouse enough interest to make your consumers buy your product. Consumer Insight guarantees you’ll know the way forward once you subject your idea to a concept test.

Product / Price tests
You want to launch a new product in the market but don’t know what price to tag on it. How do you walk the tight rope of maximising profits without ripping off the consumer? Proper research will act as your balance beam. Consumer Insight will let you know how much your consumers are willing to pay and when they think you’re taking more than your fair share of their wallet contents.

Advertising pre and post-tests
People react in three ways to commercials: ‘Change the channel’, ‘What was that all about?’ and ‘Hmm, we should buy that product.’ Question is: ‘How do I get the third response to my advertisement?’

The answer lies in advertising tests.

Consumer Insight will get your target audience together and ask them what they think about your advertising using a research methodology packaged uniquely just for you, or using the well established and proven Adcheck and Adtrack

Brand Health Tracking
Doctors recommend regular checkups, even when we’re feeling healthy, to keep sickness at bay. It’s the same for brands. Even if your brand is moving off the shelves faster than you can re-stock, it is important to track your brand. This will give you first-hand information on the health of your brand and help you prepare for changes in consumers’ perception of your brand. The ‘stethoscope’ will check the following about your brand’s health;

Brand image – how consumers and non-consumers see your brand, the positive and negative things that they associate it with, the position it occupies in their minds relative to competition and whether it connects with the values that they seek from this type of a product

Brand strength – Here, we profile the brand by checking its awareness and usage levels. We also check how loyal consumer’s are to the brand and what amount of price premium they attach to it.

A brand with high scores on the combination of these ‘checks’ is likely to be ‘healthy’ and the beauty of these ‘check ups’ is that they can be done every so often to track and also raise any issues that may need immediate intervention.

As they say, ‘prevention is better than cure’.

Usage and Attitude Studies
Instead of doodling in your notebook trying to work out what brands your target audience are using or what they think about your brand, charge Consumer Insight with the task of getting the facts. They’ll be delivered straight to you saving you time and notebook space.

Positioning and Segmentation Research
It is impossible to create a product that will be used by everyone unless it’s the are we breathe. Consumer Insight’s positioning and segmentation research is designed to help you figure out what market positioning presents you with the fastest access to a bonus from the accounts department. You will be able to gather valuable insights like what consumers are looking for and what needs are still unfulfilled.

Consumers need to be clustered according to their demographics, psychographics, product needs and usage. Once this is done, you can easily determine which segment is viable for your brand and help you develop communication that will talk to individuals instead of consumers in general. This way, you use your resources optimally.

Corporate Image/Brand Perception studies
Spending your eight to five interacting with people who work for the same company as you do can easily give you a biased opinion of what your organisation’s perception to the outside world. What you saw internally as a successful PR campaign could have been seen differently from the other side of your office door. That’s where Consumer Insight steps in with an independent corporate image or brand perception study that will give you a true, full colour picture of what image your company and brands have.