Consumer Influences
Pop culture, religion and community culture are the biggest influences. Family and friends, as well as social media, are also influential.
MARKET INSIGHTS
UK-based insights agency launches a new Africa-based operations
By our News Team | 2022
Consultancy says it aims to get beyond the tactical and generalist research to drive more impact and business transformation.
UK-based strategic insight agency Truth Consulting has launched an office in South Africa as a base for an Africa-focused business drive. It specialises in brand, innovation, audience and business strategy.
Former Kantar executive, Lee Appleton, is heading the new operation. According to the consultancy, Appleton has a proven track record of translating consumer and user research into actionable strategies to drive growth for multinational clients.
Image by Gerd Altmann from Pixabay
Among the accounts he has worked on are beer brand Heineken, Africa-wide media business MultiChoice, McDonald’s, KFC and Standard Bank.
In a media statement, Truth says the new Africa footprint comes after three successive years of growth and follows the successful launch of its Truth offering in Germany in 2021. Truth Consulting is an Instinctif Partners company.
More demand from clients for strategic insight
Leanne Tomasevic, head of Truth, says: “Over the last few years, we’ve seen continued demand for insight. Many of our clients have told us that their organisations recognise the value of investing more in strategic insight. Getting beyond the tactical and generalist research to drive more impact, commercial change and business transformation.”
“We are pleased Lee chose to join us, and we look forward to further growing the team and working more closely with our clients in Africa.”
Comments Appleton: “I am excited to join the business at such a critical juncture. I relish my mandate to drive growth for Truth’s corporate and consumer research footprint in Africa. My passion lies in utilising appropriate, innovative solutions to get to the essence of consumers’ and users’ views and synthesising their responses into a language that clients can understand.
“In this uncertain time, clients are looking more for strategic advice and impactful, design-led narratives rather than focusing on traditionally tactical research that often lacks the ability to ramp up business and brand growth. Our Truth Consulting proposition provides clear guidance for brands establishing themselves in emerging markets where local context is critical to success.”
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