Qualitative Research in Africa: explore the “Why” behind consumer behaviour.
Gain actionable insights into African consumers’ mindset
Why conduct Qualitative Research in Africa for consumer insights?
To IDENTIFY patterns of behaviour, beliefs, motivations
To UNDERSTAND the underlying reasons behind behaviours and decisions
To GET INSIGHTS that can generate differentiation between brands propositions and create new growth opportunities in Africa
Our Qualitative Research methodologies in Africa
Leverage the power of focus groups in Africa to gain rich, nuanced insights from your target audiences. Our local moderators ensure culturally relevant facilitation, while our rigorous recruitment process connects you with the right participants for impactful qualitative research.
Deep dive into individual perspectives, attitudes, motivations with one-on-one interactions in African markets.
Observation of real-time African consumers’ behaviour in their shopping journey to understand their decision making process, identify pain points and opportunities.
Immersive fieldwork to observe consumers in their daily lives and understand habits, usages, routines and real interactions with products and services in Africa, combining the interview with the power of observation.
Real-time feedback from a diverse and geographically dispersed pool of individuals in a flexible and familiar digital environment.
Illustrative videos, combining key spontaneous reactions and opinions providing an authentic snapshot of African public sentiment on products, brands or campaigns.
Evaluating African customer experience aspects such as staff performance, store layout, product availability, and regulatory compliance to identify improvements, enhance satisfaction, and refine operations.
To capture Food and Beverage insights in Africa, the syndicated MealScope study is a unique in-depth exploration into what African consumers have on their plate (meal occasion, meal composition, drivers behind choices, etc).
Your trusted partner for Qualitative Research in Africa
A dedicated senior team
Able to understand and translate your business questions into research objectives, to read consumer insights in Africa and transform them into actionable business recommendations
Expertise in African countries
Deep knowledge of African markets, consumers and their dynamics. Synergies between central team members and a deep local footprint across all markets with local moderators
An easy process for you
One single point of contact for multi-country qualitative research projects in Africa to simplify interactions and project management
Wide continent coverage, yet one consistent approach
20+ countries covered with the same quality standards allowing to capture the different nuances across markets
Toolkit of Qualitative approaches to choose from
We can leverage various methodologies to yield the strategic answers you need (FGD, IDI, etc)
Opportunity to combine Qualitative Research with our global offer
Qualitative + Quantitative + Trade solutions to generate better strategic insights in African markets
The tools to understand consumer behaviour in Africa
Speak with our team to explore your Qualitative Research needs in Africa
Beyond Data Description
We provide in-depth analysis that translates data into strategic insights and actionable recommendations.
Addressing Key Business Questions
Our reports focus on answering crucial business questions, driving strategic decisions and value.
From Data Points to Strategic Insights
We convert raw data into meaningful narratives that align with your business goals and guide growth in African markets.
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Need qualitative consumer insights in Africa? Let’s talk!
What our clients have to say…
I just wanted to extend my gratitude for the amazing work that you always deliver for us, your passion and quality of work is unmatched!
This report is full of great insights. Please thank everyone who worked on this project and express my gratitude to all.
The team already incorporated many learnings from the home visits into their presentations.
It is always such a pleasure when you present to the team with your enthusiasm and expert knowledge.
Our insights on Qualitative Research in Africa
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African Food and Beverage market: exploring consumer insights with the MealScope study
The African food and beverage market is rapidly evolving, and understanding what African consumers truly eat and drink throughout the day is essential for F&B brands seeking to stay competitive. The Africa MealScope study is an immersive research initiative designed to uncover the full spectrum of food and beverage categories in African homes. From breakfast
26/02/2025 -
Behind the scenes of Qualitative Research in Africa with Phindiwe Kumalo of Sagaci Research
Today, we sit down with Phindiwe Kumalo from the Qualitative team at Sagaci Research to explore the nuances of conducting qualitative research in Africa. From understanding diverse consumer behaviours to overcoming cultural and logistical challenges, she shares valuable insights into what makes this work both unique and impactful. Q: Can you tell us about your
17/01/2025 -
How to manage successful recruitment in Qualitative Research in Africa
Qualitative research in Africa must be approached with certain considerations in mind. Why? Because Africa is a diverse and fragmented market, with limited infrastructure. It also has low literacy rates, socio-economic challenges, a myriad of languages with a relevant part of the population living in remote areas. So how do qualitative researchers manage this context
06/02/2024 -
5 benefits of conducting online surveys in Africa
When it comes to conducting market research, there are many approaches. Face-to-face interviews, focus groups, in-depth interviews (IDIs), online surveys… Each proves valuable for different purposes, but with technological advancements progressing rapidly, and particularly since much of the world moved ‘online’ during the Covid-19 pandemic, the latter (online surveys) are becoming an ever more popular
07/11/2023