CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Global study of marketers and agencies is coming to Kenya for first time Read More »
In a high-noise environment, brands must show they understand how people live and what matters to them right now.
African consumers reward brands that feel familiar in a meaningful way Read More »
Framework aims to help marketers and brand managers know they’re making the right decisions when banking on nostalgia.
Research gives a new perspective on evoking nostalgia in marketing Read More »
Forty percent of brand citations in organic search results do not show up in AI overviews for the same query, study finds.
When the same online search query produces vastly different results Read More »
‘Best pies in town’. ‘Our city’s favourite hotel’. Unsubstantiated claims, but academics find this puffery does add bottom-line value.
Are vague claims good for your brand? Researchers say the answer’s ‘yes’ Read More »
What makes brands successful in Africa? A summary of the award-winning paper presented at Esomar’s first conference in Africa.
Cracking the Africa Code: The functional path to market leadership Read More »
Shoppers are not returning to old habits – they’re redefining them. And affordability is still the single biggest decision driver.
Ghana’s consumers are coming back, but it’s a cautious return Read More »
Despite income gains, financial pressure remains visible in consumer behaviour, latest data from the Marketing Research Foundation reveals.
Cost of groceries the primary worry for almost half of SA consumers Read More »
What makes brands successful in Africa? A summary of the award-winning paper presented at Esomar’s first conference in Africa.
Cracking the Africa Code: The functional path to market leadership Read More »
Subtle differences in language can shape how consumers make certain time-focused buying decisions, Canadian researchers say.
How marketers express time can affect what consumers buy, study finds Read More »
