Market research in Kenya

Kenya has witnessed extremely impressive growth over the past decade. This has in great part thanks to increasing political stability and economic reforms since the 2007 elections. The country however faces some challenges, such as poverty, corruption, and slow private sector investment. 

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Market research in Kenya 2

About Kenya

Kenya, located in East Africa, is one of the most developed countries on the continent. Its economy, mostly dominated by agriculture, is diverse and growing. Nairobi, its capital, is a hub in the Horn of Africa for trade and culture. It shares borders with Tanzania, Uganda, South Sudan, Ethiopia, and Somalia. It also holds a coastline on the Indian Ocean. Kenya has an extremely rich and diverse nature and wildlife.

The country is eclectic, with port cities like Mombasa, savannahs and countryside with fertile soil and wildlife, and major urban centers in the plains of the Great Rift Valley like Nairobi or Kisumu on the banks of Lake Victoria. 

Why conduct market research

The pandemic has also greatly impacted one of Kenya’s key sectors in tourism. As global travel came to a global halt, the service sector greatly suffered. However, a few industries are instrumental in maintaining growth in the Kenyan market, such as tea and coffee production. Furthermore, Kenya is the most important economy in the East-African community.

You will find industries from agribusiness and processing, aviation and parts, construction, education, and energy flourishing and providing investment opportunities. The government is also making conscious efforts to facilitate the inflow of foreign capital with the Public Private Partnership bill. The bill in question looks to enhance efficiency and streamline regulation. Furthermore, Kenya is a regional leader in the digital economy, making its consumer base conscious of global consumer trends. 

Representative market data

Kenya’s population is extremely diverse, and is made up of over 40 ethnic groups. As a result, effectively capturing the essence of its consumer can prove very difficult. It is however key to do so in order to ensure the successful implementation or growth of your business in Kenya.

Here at Sagaci Research, we are able to give you the tools to truly understand Kenya’s diverse consumers and make informed decisions based on quantitative and qualitative data analysis. Here are some of our product offerings: 

Market research methods in Kenya

Online Panel

You will gain access to thousands of our on-the-ground panel in Kenya, which will allow you to gain valuable information about consumers’ opinions across a number of demographics. Click here for more information

SagaBrand

Take an objective look at the health of your brand and turn the findings into valuable results. You can choose between receiving reports on a monthly, quarterly, or bi-annual basis. Start monitoring your brand health in Kenya today. Find out about your options here.

SagaCube

Gain access to a report about your target consumer’s consumption habits. Within your country of interest, you can pick from a list of over 140 items and download your report today! Gain access here. 

SagaTracker

You can get information about which retail channels are most effective for your products. Get direct measurements that are tailored to your needs. Contact us here

More about syndicated research in Kenya

  • Preferred CSD brand in Africa: Coca Cola or Pepsi?

    In the long standing battle between the two iconic soft drink brands, Coca Cola and Pepsi, what is the preferred CSD brand in Africa? We recently asked our SagaPoll online research panel to tell us which one they prefer between the two. Read on for the results across the continent, the reasons behind their preference

    03/08/2022
  • Online research panel shows mixed levels of optimism in Africa

    We recently asked our online research panel across Africa some questions about how they feel about the future of their country as well as their own future. As the post-covid world is being shaken by increasing commodity prices and inflation, we wanted to check the current mood among our panel members in Africa. What does

    08/07/2022
  • Is Ecobank among the Top 3 banks in Africa in perceived Quality?

    Recently, Ecobank leaders shared that the Togo-based bank is positioned in the top 3 banks in Africa in 15 countries (out of the 33 African countries they operate in). This was the opportunity for us to check actual numbers leveraging our continuous Brand Health Tracker in Africa, SagaBrand. We looked more specifically at one of

    29/06/2022
  • Retail audit in Africa: not having retail data is like driving without GPS

    In this article we have a look at what a retail audit is and particularly why it is so critical for a FMCG company to conduct a retail audit in Africa. Also, we take a practical example of a specific  retail category in Kenya to demonstrate the value of such exercise.  What is a retail

    15/06/2022